Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Interview: Owain Service, former MD of the UK Behavioural Insights Team, on how to apply psychology in the public sector
Aug 14, 2024
Owain Service, cofounder and former managing director of the UK's Behavioral Insights Team, dives into how behavioral science can transform marketing. He highlights how scarcity influences consumer desire, using the example of a coveted tortilla in San Sebastian. The concept of using randomized controlled trials to enhance policy and marketing effectiveness is discussed, along with insights on designing consumer choices through apps. Service emphasizes the importance of experimental approaches in making informed decisions about brand strategies and consumer behavior.
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Power of Randomized Trials
- Randomized controlled trials prove what behavioral interventions in policy actually work.
- Testing alternatives helps find more efficient, effective ways to achieve goals rather than assuming success.
Effective Organ Donation Message
- A UK NHS trial tested 8 organ donor registration messages with 1 million people.
- The most effective message invoked reciprocity: if you needed an organ, would you have one? Please help others.
Stock Photo Reduced Signups
- A message with a smiling stock photo reduced organ donor registrations.
- People didn't identify personally with the image, making it less effective than expected.