Deutsch’s Douglas Van Praet discusses how focus-group feedback, and the whole notion of the consumer, are misguided and how research should focus on understanding the unconscious and improving human lives.
“How [market] research studies are done is at sharp odds with what science now knows. The elephant in the room is that the vast majority of our decisions are made unconsciously. What is a no-brainer for any cognitive scientist remains mind-boggling to marketers. The conscious mind is simply not running the show, but we’ve created an entire industry pretending that it does.
Advertisers are doubling down on this myth, investing in exhaustive investigations of self-reported preferences, attitudes, opinions, and beliefs. These deceptions become guideposts for product and campaign development. For $150 and a ham sandwich, panelists are drilled for hours in formal focus groups before two-way mirrors and cleverly concealed microphones that elicit groupthink and inauthenticity. The best become “professional respondents” glibly dominating groups on the topic du jour–from potato chip to microchip.
The problem is we’re profoundly social beings having spent 99% of our evolution relying on vital resources from tribal affiliates whose opinions mattered. Group rejection likely meant a death sentence. So it’s no surprise we still only put our best face forward while artfully maneuvering ourselves competitively in the pecking order.
The brain is designed to hide most of our intentions and promote self-confidence, an adaptive function that improves lives and prevents information overload. So we invent stories and believe our lies and confabulations. Social science experiments reveal that we are inherently self-righteous and consistently overrate our knowledge, autonomy, and abilities. We say advertising doesn’t influence us even though sales say otherwise. And we maintain these self-serving delusions when wired to a lie detector, which means we are lying to ourselves and not intentionally to the experimenters.
Douglas Van Praet is the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing. He is also Executive Vice President at agency Deutsch L.A., where his responsibilities include Group Planning Director for the Volkswagen account. Van Praet’s approach to advertising and marketing draws from unconscious behaviorism and applies neurobiology, evolutionary psychology, and behavioral economics to business problems.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]
Experientia president Michele Visciola is one of the keynote speakers at User Friendly 2014, the annual user experience conference of UXPA China, to be held in Wuxi, China, 13 to 16 November. The theme of the 11th conference is the “new era of the experience economy,” thus underlining the importance of transferring UX concepts and […]
An upcoming event is encouraging anthropologists to “come out of their ivory towers” and work more closely with their colleagues in the field, in order to bridge the gap between “pure” and “applied” anthropology. The international symposium “Why the world needs anthropologists” (Facebook page) will be held on 5 December 2014 in Padua, Italy. Experientia […]