Behavioural Science

The rapid growth of connected devices and the superfluous data collection on macro, meso and micro level have only affirmed the urgent need to design better experiences and smarter, human-centric integrations based on qualitative insights – enhanced by ethically applied A.I. algorithms and an efficient automation of (conversational) interaction.

For citizens and consumers, it is a continuous, immersive discovery journey of contextual and tailored experiences with calculated, predicted interactions that are built into the harmonious mesh of devices and channels that constitute their world.

The demand for more products and services that understand and empower the end-user, is emphasized by the continuously growing self-development, -hacking and -growth movements. This is an exciting space where behavioral design could certainly play an important part.

To find a way to change behaviour, the first thing you need to do is understanding the problem. Researching the challenges, anxieties, pains, gains and comforts in the equation will enable you to define the core element of focus: the job-to-be-done.

It’s important to focus on the past behaviours, the habits and beliefs of your selected audience, and not on their intentions. People are irrational, their future behaviour is a variable that will change frequently. Understanding this irrationality is the key to design behavioural change and help people make new automatic choices.

Behavioural designers understand
that people don’t want your offering.
People want what it can

help them achieve.

The more you can learn about behaviours, the more you can meet your target audiences’ intrinsic needs. When behavioural design is used to complement marketing strategy, many ideas and techniques are being used to build long term behaviours in everyday products and services. Using the behavioural heuristics, methods, and frameworks, can help drive user engagement, boost customer retention and customer lifetime value and cultivate desired habits.

Following the human-centric approach, the customer needs and – satisfaction should be the focal point of increasing engagement and retention. This means designing for behaviours should always be all about persuasion, and never about coercion.

The behavioural statement we always need to use to find answers is:

How might we help [specific target group]
realise [key job-to-be-done]
by persuading them to [specific desired behaviour]
by replacing [key comfort]
and taking away [key anxiety]?

Of course there is more to behavioural design and behavioural science than what’s written here. The key take-away today is that you need to rethink your products and services with a customer-centric (human-centric) mindset and break down your offering to the very essentials of the behaviour or emotion you expect your customers to experience.

Only then you will be able to understand what your marketing messages should communicate, which key elements they should focus on and what you should expect from them.

Data is the key to understanding your customers, your audience. The deeper personal connection and custom experiences you need to connect with your buyers is one that can only be made if/when the data you collect allows you to single out and understand every customer and grow beyond simple demographics or segments. Connecting to individuals at scale is the future. Contact 4P square to learn more!

Miel Van Opstal is a former marketing manager of 4P square. He’s a change agent, shaping the future, standing at the crossroads of behavioural design, technology, digital marketing strategy and consumer psychology.