In 1887, psychologist and philosopher William James observed that, “Ninety-nine percent of human activity is done out of mere habit”. Clearly, this is not a new phenomenon - yet most marketers continue to focus too narrowly on changing intent, failing to factor in the primacy of habit.
No matter how motivated consumers may be to try your product or service, or how unhappy they are with their current situation, if you do not create a comprehensive plan for changing their habitual behaviour, you are unlikely to have a significant influence on them. Around half of new products introduced to the marketplace fail*; why? The key is habit: When new behaviours – new products or services – are not adopted, the real problem often lies not in a lack of awareness or knowledge on the consumer’s part, or even a lack of intention to use, but in the failure of the marketer to persuade the consumer to change existing habits or to adopt new ones.
At Fresh, all of our research models have Behavioural Plasticity metrics built into them, so we can make your brand part of your consumer’s routine.
* Andrew, J., & Sirkin, H. (2003). Innovating for cash. Harvard Business Review, 81, 76–83. doi:10.1225/R0309E
We find the points of disruption, providing insights that get your targeted consumer or customer to re-evaluate or reinforce the way they feel, think and act. Our 3E model of Behavioural Plasticity allows Fresh to ensure that the research we deliver has real world impact and will influence behaviour now and in the future.