IPSOS Is the Behavioural Lens Out of Focus? VIEWS CASE STUDY 1: People have shaky jobs and unstable CPG innovation and private labels “ CPG is a fiercely competitive environment and brand success families, they have illnesses, they have can be elusive. Decision and consumer neuroscience debts, they have washing machines that provide some key insights into how behaviour works in “ this environment: consumers typically engage four types of don’t work…they have a lot of things to brain processes in a mostly auto-pilot mode: care deeply about. Four Types of Brain Process The SAM view of behaviour is in focus because it is balanced. It is not beholden to one particular lens but all lenses contribute to our view of behaviour. An unbalanced 1. Recall from memory (some brands, view of behaviour is likely to lead to a poor understanding experiences, cues, etc are accessed) of the opportunities, challenges and limitations to change behaviour in a particular environment, be it that of consumers, 2. Selective attention (at the shelf consumers shoppers or customers. Conversely, a clear view of the lock in a small number of options in active forces at work in economic behaviour helps identify those memory) points where we have some leverage to influence behaviour and those where the SAM forces constrain our interventions. 3. Valuation (the brain assigns value to In addition, SAM helps us see more easily which shortcuts options) and biases are at work in behaviour and why. 4. Experienced value (shopping and consumption We examined how SAM forces are at work in a series experience feed back into memory) of sector case studies, each reflecting a different type of environment: 1. CPG 2. Fintech and digital technology 3. Retail 8