Using Behavioural Science in Product Design, Management and Marketing

Using Behavioural Science in Product Design, Management and Marketing

Understanding human behaviour is at the heart of product success. How can we tap into this potential?

How do you sell expensive diamond engagement rings to men?

They’re not the target customer and they have no idea how much the ring should cost.

Here’s an ad by De Beers that came out shortly after WWII. Giving expensive diamond engagement rings was not really the norm back then.

Image for post

Men who didn’t know how much to spend on a ring now had a range in mind. It didn’t matter if they earned $200 a month or $20000. It also set expectations for women on how much their engagement ring should cost, at the very least.

De Beers tried this with different numbers in different countries. In Japan, they used 3 months and that worked as well.

This is a prime example of behaviour science at work in marketing.

Let’s play a game

Speak out the colour in which each word is written:

Image for post

Why was it slightly trickier to name the right colours for the alternate lines?

This is a famous experiment called the Stroop effect and is widely used to measure a person’s selective attention capacity and skills, as well as their processing speed ability.

Your brain is a complex part of your body and is responsible for a lot of things. It tries to automate as many things as possible to reduce the cognitive load of processing something new each time.

Effectively your brain has 2 systems:

  1. System 1 is sub-conscious, intuitive, fast, instinctive and plays a major role in everyday decisions.

  2. System 2 is conscious, reflective, reliable and the one that makes complex decisions. It is, however, also lazy and relies more on System 1 to take care of day to day processes unless required otherwise.

    Image for post

What does this mean for marketing?

A lot of our day to day decisions are not based on us thinking rationally.

And yet, most public policies, marketing, advertising and product development processes are built on the premise that consumers are rational.

Cognisance of this can help product managers and designers build products that are intuitive and marketers in crafting effective messaging.

Image for post

A quick tip: Convenience stores place more expensive items on shelves that are at eye level and try to bury others deep down, just so you can buy pricier items more. Now that you know this, you’ll probably save some bucks on each visit. You’re welcome!

product-design product-management marketing product data science

Bootstrap 5 Complete Course with Examples

Bootstrap 5 Tutorial - Bootstrap 5 Crash Course for Beginners

Nest.JS Tutorial for Beginners

Hello Vue 3: A First Look at Vue 3 and the Composition API

Building a simple Applications with Vue 3

Deno Crash Course: Explore Deno and Create a full REST API with Deno

How to Build a Real-time Chat App with Deno and WebSockets

Convert HTML to Markdown Online

HTML entity encoder decoder Online

50 Data Science Jobs That Opened Just Last Week

Data Science and Analytics market evolves to adapt to the constantly changing economic and business environments. Our latest survey report suggests that as the overall Data Science and Analytics market evolves to adapt to the constantly changing economic and business environments, data scientists and AI practitioners should be aware of the skills and tools that the broader community is working on. A good grip in these skills will further help data science enthusiasts to get the best jobs that various industries in their data science functions are offering.

Top Data Science Products Build In India - 2020

Analytics India Magazine brings the list of leading analytics and data science products for the year 2020 that have positively impacted businesses across the globe, helping them make decisions. To source the best 10 products, we reached out to more than 25 companies. Ranging from serving financial sectors to manufacturing, retail, solar and other industries,…

The Hard Truth of Why We Need Data Product Managers

Data is top of mind for most product managers. Models Will Run the World, with the big winners being those model-driven organizations that build products that collect data.

Managing Data Science as Products

Managing Data Science as Products. How data science teams can apply product management practices to solve their biggest challenges

A step-by-step guide to becoming a Data Product Manager

In this blog here, we try to understand the role of data product managers within organizations and how they utilize data science, machine learning, and artificial intelligence to solve problems.