The Challenges of Behaviour Science in Business

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Behavior science is really sitting over here. And i don't want to say that it's an opportunity to call people out, ono, let's say, when they're bike shedding. But if everyone in the organization is trained and understands, you know, what these curaristics are, what these cogney biases firt. You can help continue to develop and shape that pulture in a way that's much more productive.

Customer feedback lacks two fundamental pieces of information: context and behavior. Traditional methods of insight, like the Net Promoter Score (NPS) and customer feedback surveys have their limitations. Andrea Belk Olson, our guest on this episode, challenges organizations to adopt a different approach to customer behavior by delving into the WHY and the WHAT, then coming up with a WOW hypothesis - a 3 step process called the 3W Ideation.

Author of the new book, “What to Ask: How to Learn What Customers Need but Don't Tell You”: https://amzn.to/3yvooRF, Andrea Belk Olson is the CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator. She delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research.

By using behavioral insights in organizations, Andrea believes that companies can become more customer focused. And when everyone in an organization is customer focused, the whole strategic vision of the company realigns.

If you enjoy listening to Behavioral Grooves Podcast, please consider donating to our work through our Patreon page: https://www.patreon.com/behavioralgrooves. We use all the donations to fund the production of the podcast. Thanks!

Topics

(3:11) Welcome and speed round questions.

(7:14) How can marketers understand customers' needs?

(13:01) How to remove the disconnect between marketing and sales.

(16:42) The steps marketing can take to get closer to the customer.

(19:23) How behavioral science can help with adapting to change.

(26:07) The 3 W Ideation process: Why, What & WOW.

(30:04) The shortcomings of the Net Promoter Scores (NPS).

(32:44) What role does culture play?

(37:31) What Beethoven can teach us about behavior change.

(42:28) What music would Andrea take to a desert island?

(45:37) Grooving session with Kurt and Tim on What To Ask.