What you will learn
You’ll learn how to use behavioral insights to solve real-life challenges; from selling more french fries and getting more customers to sign up for insurance packages to preventing looting and increasing charitable donations.
As a result, you’ll be able to:
- start looking at tasks you’re receiving from a different perspective
- reconsider what you think is driving your customers’ decisions
- design solutions that are reinforced with the latest research in behavioral economics, and identify what’s hindering your current marketing efforts
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Content in detail
011 – Direct Mail Campaign by Rory Sutherland
In this mind-blowing case study, Rory will talk about a simple direct mail campaign that yielded unexpected results. A huge proponent of testing, Rory and his team designed several versions of their direct mail, and the results showed something interesting. This is a beautiful illustration of the power of behavioral insights.
022 – Babies of the Borough by Sam Tatam
Sam will show how behavioral insights can be used for a good cause. Astonishing insights used in an intense context of London riots.
033 – Call Center Scripts by Sam Tatam
We’ve all received those annoying calls trying to sell us something. And we’ve all made those angry phone calls complaining about the shoddy service we received at our bank, insurance company, or telco provider. Could a simple tweak in a call script make an angry customer who’s ready to cancel their service change their mind?
044 – Selling French Fries by Sam Tatam
Do you have any idea how many french fries are sold by KFC every day? Imagine they found a way to increase this number just by a tiny fraction. It would account for … well, a lot of additional profits. Sam and his team were hired to do exactly that.
055 – Better Hand Hygiene by Sam Tatam
Another great example of how knowledge about what motivates us and what shapes our behavior can be used for the greater good. This time, Sam and his team tackled hand hygiene.
066 – Designing Job Ads by Matej Sucha
If you’ve ever desperately tried to hire people, but your job ads just weren’t performing well for whatever reason, then you’re not alone. One of MINDWORX’s clients needed help with just that; redesigning their job ads to attract more relevant candidates. This is how they tackled it.
077 – Sales Funnel Conversions by Matej Sucha
On his trip to Pico Ruivo on the beautiful island of Madeira, Matej received a phone call from a desperate marketing manager. He needed help with a campaign that had already consumed a large portion of their budget but brought only poor results. Ads, landing pages, and sales funnels were all redesigned. And the result? Let’s just say, the marketing manager got his smile back.
088 – Landing Page by Matej Sucha
The never ending debate about what makes for a good landing page… Often, details can make a big difference. This case study will explore why and how.
099 – Creating Healthy Habits by Matej Sucha
It turns out that people living with diabetes have the power to control their health condition to a great extent: by watching what they eat and staying active. A simple piece of advice, then, would be to “eat healthy and be active,” but we all know that changing one’s behavior is far from easy.
That’s why, in this project for a health insurance company, we designed an elaborate behavioral change strategy with new habit creation at its core.
1010 – Designing an Insurance Product
Our surprise guest explains what behavioral insights they employ to make this new concept work and prosper. This is a great example of how behavioral insights can be used in product design.
1111 – Designing a Bathroom Scale
Another great example of behavioral insights used in product design. This time our surprise guest and his team looked into designing a bathroom scale. A bathroom scale with its main purpose to nudge people towards losing weight.
Forget about daily weight changes shown on traditional displays. This bathroom scale was designed with human psychology at its core.
In this Masterclass you get access to four of the world’s leading experts in behavioral economics today
Ogilvy Group UK
One of the most influential figures in modern marketing and pioneer in the use behavioral economics and psychology in marketing with extensive experience in working with the world's biggest brandsShow more
Award-winning strategist, psychologist, and advertising practitioner who develops interventions and shapes communication for some of the world's most influential brands and organizations.Show more
Recognized speaker and expert in applying behavioral economics and consumer psychology in business with notable experience in working with both large corporates and SMBs.Show more
Prof. of Behavioral Economics
One of the most famous behavioral economists in the world, renowned speaker and best-selling author.