IPSOS Is the Behavioural Lens Out of Focus? VIEWS Decision-making in CPG, service sector and retail routinely relates to an environment featuring choice alternatives and motivation influenced by goals (conscious or not). SAM provides the critical backdrop to understand how the internal forces that shape our behaviour interact with specific circumstances (social, temporal, situational, cultural, physical, etc.). Understanding this interaction is the key to generating insight and remains the key to influencing behaviour. Regardless of whether one uses casual observation or a raft of neuro-measurement tools, a simple ‘lab’ experiment or a complex multi-faceted live experiment (e.g. store), insights gained from digging into a behavioural situation in CPG, service sector and retail almost surface more easily and clearly as the opportunities and the constraints created by the mindset of the consumer, shopper or customer become visible: 1. What is maximisation likely to look like for them? Are they trying to make ‘best’ decisions or avoiding poor choices? How can we colour the decision process and its environment through moment, situation or occasion, time pressure or social context, complexity and uncertainty of choice options, etc? 2. What negative emotions (or just feelings) arise in the situation or process, how can they be eliminated or circumvented? How can mood be enhanced? 3. What are the cognitive demands? Are there any mental (or physical) barriers to be pulled down? What can be done to make the behaviour (or a behaviour in a chain of behaviours) especially easy (creating easy memories, outsourcing memory access to a device, augmenting reality to get attention, ultra-simplicity of process, cues and easy associations, visual or auditory priming, anything tapping into our sense of smell)? Developing successful interventions The Ipsos 4 I process The Ipsos 4 I process shows that insight is a critical component to developing successful Identify interventions, actions or campaigns. The problem and behaviour(s) of interest Insight The creativity at the heart of many interventions Understanding behaviour(s) in depth and relies on insight. When interventions fail in context or are insufficient to change behaviour, the Intervention reason is almost always that the behavioural Design feasible behaviour change solutions analysis was neither systematic (looking at all facets of the person interacting with Improve the physical and social environment) nor Evaluate and refine solutions (iteratively) perceptive: whatever needed to be seen was overlooked. Creativity and the success of interventions and actions depend on both. 16