The future of marketing can be found today in the behavioral science literature. As an industry, it is our job to reveal the whys behind consumer behavior, and the disciplines of Psychology, Neuroscience, Sociology, Behavioral Economics, and Cultural Anthropology, all provide advanced understanding and insights on consumer behavior that have yet to be applied on a large scale. This is why we believe this enduring truth: as long as the behavioral sciences continue to advance human understanding of the fundamental drivers of consumer behavior, the future of marketing will be found in those insights.
In 2012 we expect the industry to see the growth of the following trends:
Behavioral economic choice architecture principles will be leveraged in real market applications. With three years since the publication of Sunstein and Thaler (2008), MR industry leaders have developed Applied Choice Architecture practices, and these divisions are now holding sufficient sway to effect real change in marketing applications. The best MR firms and Insights divisions will take the “list of effects” from behavioral sciences and turn them into a practical paradigm for approaching applied marketing problems. The whats, whens, whys, and hows of behavioral economics will become better understood and more readily applied.
Insights early adopters will apply quantitative measures of emotion on a broad scale. The best MR firms and Insights divisions will tackle the challenge of quantifying the impact of emotion on choice by implementing behavioral science methods from psychology and neuroscience. The rise of quantitative implicit emotion modeling will continue with additional case studies providing evidence of enhanced predictive validity of choice models which include these measures. Neurological and physiological measures of emotional response will become better understood and more discretely applied in situations where they offer distinct insight within large-scale quantitative implicit emotion methodologies.
The shopper decision process will be dissected from pre-shop priming and consideration to activating choice at the point of purchase. Leading MR firms and Insights divisions will push forward to understand how to influence consideration during the pre-shop phase with priming, and how to leverage pre-shop priming to trigger behavior at the point of purchase both online and in-store. Methods for understanding pre-shop primes and point of purchase triggers will include ethnography, projective qualitative techniques, online simulated shops with experimental design, and implicit association testing.
The industry will call for practical guidelines on when to use which advanced research methods. Neuromarketing will begin to feel the heat from early overly aggressive marketing of the promise and industry skepticism will temporarily rise. The leading MR firms will lay out a structure for which methods are best according to the insights needed to answer the business problems to solve. Delineating a research and insights methodological paradigm, according to the business questions to be answered, will be a critical next step for the industry.
Sentient’s Trends and Predictions 2012: The future of marketing can be found today in the behavioral science lit… http://t.co/Cg7bvzyZ
Here are Sentient's Trends and Predictions for 2012. Let me know your thoughts. http://t.co/e6ISUpY2 http://t.co/ctBmMcND
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Corporate insights early adopters will apply #quantitative measures of #emotion on a broad scale. #Trends http://t.co/TsycHjx0
Behavioral economic choice architecture principles will be leveraged in real market applications http://t.co/TsycHjx0 #mrx #trends #esomar
http://t.co/TsycHjx0 Sentient's #trends, #predictions for 2012….
Jungle of jargon by @SentientInsight on behavioral science trends for marketing. A few insights on mktg research, 2012 http://t.co/iHjNlSB6
A few behavioural and #neuroscience preditions for #marketing in 2012: http://t.co/ag0HApSO
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Behavioral economic choice architecture principles will be leveraged in real market applications http://t.co/TsycHjx0 #2012 #psychology #MRA
http://t.co/TsycHjx0 Sentient's #trends, #predictions for 2012….
Where is the market research industry going in 2012? #Trends #Predictions from @SentientInsight http://t.co/TsycHjx0
#MR firms will take "list of effects" from behavioral sciences for approaching applied #marketing problems #predictions http://t.co/TsycHjx0
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#MR firms will take "list of effects" from #behavioralsciences for approaching applied marketing problems. http://t.co/TsycHjx0 #MRX
Behavioral economic choice architecture principles will be leveraged in real market applications http://t.co/TsycHjx0 #predictions #NewMR
Shopper decision process will be dissected from pre-shop priming + consideration to activating choice at PoP. #MRX #NMR http://t.co/TsycHjx0
Countdown to 2012 – #MR trends and predictions http://t.co/TsycHjx0
Where is the market research industry going in 2012? #Trends #Predictions from @SentientInsight http://t.co/TsycHjx0
Learn more about the future of advanced #research methods here. http://t.co/TsycHjx0
Customer-centric businesses tap advanced research methods to better understand true drivers of customers behavior. http://t.co/TsycHjx0
Market Research Trends and Predictions for 2012…http://bit.ly/tNvBVB
#trends for market research here: http://t.co/TsycHjx0
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Corporate #insights early adopters will apply #quantitative measures of #emotion on a broad scale. More trends here: http://t.co/TsycHjx0
The rise of quantitative #implicit emotion modeling will continue….http://bit.ly/tNvBVB #MRX #NMR
Shopper decision process will be dissected from pre-shop priming + consideration to activating choice at PoP. #MRX #NMR http://t.co/TsycHjx0
What's next for advanced research methods? #Trends here: http://t.co/TsycHjx0
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#2012 #Trends Corporate insights early adopters will apply quantitative measures of emotion on a broad scale. http://t.co/TsycHjx0
Shopper decision process will be dissected from pre-shop priming + consideration to activating choice at PoP. #MRX #NMR http://t.co/TsycHjx0
Shopper decision process to be dissected via pre-shop priming + consideration! http://t.co/FNSEICjq via @SentientInsight. #mrx #trends
Where is the market research industry going in 2012? #Trends #Predictions from @SentientInsight http://t.co/TsycHjx0
Sentient's Trends And Predictions 2012: "As long as the behavioral sciences continue to advance human… http://t.co/qF91G2eE
Learn more about #2012 #marketing #trends here http://t.co/TsycHjx0
Shopper decision process will be dissected from pre-shop priming + consideration to activating choice at PoP. #MRX #NMR http://t.co/TsycHjx0
RT @SentientInsight: Sentient's Trends and Predictions 2012 ##marketresearch http://t.co/55oFY53f