How an understanding of human behavioural science will power your marketing campaign

The term behavioural sciences encompasses all the disciplines that explore the activities of and interactions among organisms in the natural world. It involves the systematic analysis and investigation of human and animal behaviour through controlled and naturalistic observation, and disciplined scientific experimentation. It attempts to accomplish legitimate, objective conclusions through rigorous formulations and observation.[1] Examples of behavioural sciences include psychology, psychobiology, and cognitive science.

I can easily create the perfect ambience and customer satisfaction experience for customers to come back for more, ensuring an endless flow of repeat customers. Everything evolves round your five senses but for me I have an additional six, so if you can evoke memories of pleasant experience, you would already succeed to convert it to sales.
Example :
If you go to a food establishment to eat, even if the food is fantastic, but once the customer goes to the toilet and discover a mess, it will spoil his experience, where there is a 50% chance he might not return even though the food is fantastic, it is the minor details to perfection that will gather a positive feedback, which will be linked to increased sales.
When a customer first enters an establishment, he will first feel the airconditioning, where the temperature must be set right, next he will see the lighting, which must be suitable for creating the right ambience, F & B is easy but when you are selling a showflat or an expensive car, everything needs to be perfect, so the best can be found in swedish lighting technology firms, which you can control the right lighting until it is perfect at all angles, next will be the music and other places that the customer will visit, like the toilets for example, and the ability to train your staff for excellent customer service, if you get all your details right, it will automatically convert to higher sales, which will reinforce your branding. That is the reason why concept store are so popular.
– Contributed by Oogle. 
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Extreme research” can help you build products customers love. Here’s how one company does it.

Would you shoot yourself with a laser to make a better product? Researchers at the design firm Continuum have–to test the effect of a treatment for toe fungus. They’ve also rappelled down the side of a building, ridden in milk trucks in Bangalore, and performed operations on cadavers, all in pursuit of one thing–empathy with a product’s customers.
That empathy is what leads to better, more compelling products, explains Anthony Pannozzo, managing principal, Research & Innovation at Continuum. “What’s the experience someone is having on a day-to-day basis?” he asks. “We look at what the best experience could be, whether it’s digital, or a physical product, or a combination of the two.”
To get to the heart of user experience, Continuum researchers use four extreme research tools. Try them  yourself to get a better idea of how customers interact with your products:
1. Use technology to get an inside look.
When Continuum set out to help Tetra Pak improve its juice boxes, researchers wondered, How do people drink juice? “It’s an odd question because people don’t really think about how they drink juice,” Pannozzo says. The company turned to technology to find out, designing a special prototype bottle with a camera in the bottom of it to observe what juice drinkers actually do.
“One of the most surprising things we learned was that in India, there’s often sharing of beverages, and the actual lip of the dispenser never touches the person’s mouth,” he says. Instead, people there tip back their heads and pour the beverage into their mouths from above. Armed with this knowledge, Tetra was able to provide a slightly different container for that market.
2. Try it yourself.
One of the best ways to tell how consumers use a product is to use it yourself. So to help create the first hands-free disposable insulin pump, Continuum researchers went through a diabetic’s routine, injecting themselves with harmless saline solution daily to see what the experience was like and experiment with different gauges of needles.
“We found out what it was like to switch to the other arm because one arm was too sore,” Pannozzo says. “We learned how painful it can be to hit muscle.” They never could have learned these things as well by simply observing diabetics, he adds.
3. Build a life-size prototype.
One problem with architecture, Pannozzo says, is that its prototypes for buildings are small enough to fit on a coffee table. Instead, he believes in building life-size prototypes and seeing how people actually use them.
This approach helped Holiday Inn redesign its lobbies with cafes that help the company capture some missed revenue opportunities when guests would go to a nearby cafe or restaurant for meals or meetings. “A lot of people might think prototyping a 4,000-square-foot hotel lobby was daunting. We rented an airline hangar and were able to recreate that experience using foam,” Pannozzo says.
Using what Continuum had learned, Holiday Inn knew to design cafes with plenty of space between tables, allowing for private conversations, and with good sight lines to the hotels’ playgrounds so that parents can easily keep watch on their kids.
4. Head to the field.
Sometimes the best way to learn about customer behavior is to go where customers are. That’s the approach Continuum used when Procter & Gamble asked the company to help design a new cleaning product.
P&G thought of cleaning products as something you put in a bottle, but Continuum went out to people’s homes to observe their cleaning routines up close. They found people prided themselves on having a clean floor, but that cleaning the floor was a dirty, time-consuming job that involved a lot of getting down on hands and knees.
“We helped them design the Swiffer,” Pannozzo says. “Now it’s a half-a-billion-dollar a year revenue stream for them.”

Author: Gilbert Tan TS

IT expert with more than 20 years experience in Apple, Andriod and Windows PC. Interests include hardware and software, Internet and multimedia. An experienced Real Estate agent, Insurance agent, and a Futures trader.

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