Consumers are weird. They don't do what they say they will do and don't act how we think they "should." Enter Melina Palmer, a sales conversion expert with a personal mission to make your business more effective and brain friendly. In this podcast, Melina will take the complex concepts of behavioral economics (the study and science of why people buy - or not) and provide simple, actionable tips you can apply right away in your business. Whether you're a small business or thriving corporation, Melina's tips can help your business increase sales and get more customers.
Get Your D.O.S.E. of Brain Chemicals, a Behavioral Economics Foundations Episode
You’ve heard me mention all four on the show over the years, but I’ve definitely talked about dopamine the most. Today, I will tell you even more about dopamine while also digging in on the three others
Decoding the Why with Nate Andorsky, CEO of Creative Science
In today’s episode, I’m excited to introduce you to Nate Andorsky, CEO of Creative Science and author of Decoding the Why. Nate’s book is all about how to apply behavioral economics into consumer-facing software products and websites. It’s about experience, behavior, flow, and shares a bit about the process he and his team at Creative Science use with their clients.
Decoding the Why came out in May of 2020, and as you’ll hear in our conversation today, he specializes in work with nonprofits, and also works with other organizations to help them incorporate behavioral economics to be more effective. He and his work have been featured in Forbes, Inc, The Huffington Post, Fast Company, and more. Today, we cover a bunch of ground and mention several concepts of behavioral economics that you may find yourself wanting to dig in on and learn more about (and good news...lots of links below!)
Show Notes: [00:44] In today’s episode I’m excited to introduce you to Nate Andorsky, CEO of Creative Science and author of Decoding the Why. [03:10] Nate’s company, Creative Science uses behavioral science to build technology and strategies for today’s most innovative companies. [04:42] He shares a few examples of tech projects using behavioral science. [07:06] Nate really enjoys working in nonprofit social impact, consumer finance, health, and ed-tech spaces. [07:42] When working with companies they first ask, “What is the behavior we are trying to drive?” and then bring that into an awesome user experience. [09:18] If a product isn’t working exactly as a company wants, they will typically just go ask their users what they want. (Bad strategy) [10:11] There is research to suggest how we think about ourselves in the future is as a stranger—so whatever happens to that person is as inconsequential as if it were happening to a stranger. This is a big disconnect, so Nate and team look at how to close that gap. [11:52] The sooner you actually put your skill into practice, you have a better chance of learning it. [12:19] If you want to change user behavior you have to change the environment and the norms. [15:11] Nate shares about one of his favorite projects working with a medical school on their enrollment process. [15:53] You take more ownership of things if you have a hand in building it. [18:03] Nostalgia and in-group bias can help someone get social proof (which is likely to trigger the desired behaviors). [19:35] Nate wanted to be a doctor when he grew up because he comes from a family of medical professionals. During high school, he started his first business and knew he was destined to be an entrepreneur. [21:26] Melina wanted to be a singer, and shares her experience from volunteering as a company advisor with Washington Business Week. [23:12] If you want to understand the why behind something, the first thing you need to focus on is a very specific and clear problem. [23:56] Do a deep literature review, start to hypothesize, and then test what may be going on. [25:30] A really good place to test is with emails because you can measure an outcome and it is really easy to modify an email to represent a theory. [26:07] Landing pages are another great way to test. [27:46] Understanding the group can make a big difference in knowing what nudges to implement. [30:42] Melina shares about an experience where the company used existing data to help show customers something that would be beneficial to them. [32:18] If you frame things as a set, people are more likely to complete it. [34:33] Melina and Nate talk through a real-life example a listener sent in. See it and follow along in the show notes on the website! What do you think? Email Melina your thoughts... [37:13] Giving donors some insights into where their money is going can increase conversion rates
Meet GAABS! Interview with founding members of the Global Association of Applied Behavioral Scientists
In today’s episode, I’m so honored to introduce you to four of the founding members of the newly formed GAABS, the Global Association of Applied Behavioral Scientists, which officially launched in September of 2020. I’m joined by Torben Emmerling of Affective Advisory, Nuala Walsh of Mindequity, Madeline Quinlan of Salient Behavioural Consultants, and Dario Krpan of the London School of Economics.
As a rapidly growing and currently unregulated field, GAABS comes in as the world’s first independent organization representing the interests of applied behavioral scientists, primarily those working in the private sector, and has an impressive list of founders, starting members, and advisory board members, including Robert Cialdini and Nobel laureate Daniel Kahneman. It is going to be an increasingly valuable and important organization as the years’ pass, and I’m so excited to be here to introduce you to the group in its infancy.
Show Notes: [00:47] Today on the show I am joined by the four founding members of the Global Association of Applied Behavioral Scientists (GAABS), which officially launched September of 2020. [03:31] Torben Emmerling is the Founder and Managing Partner of Affective Advisory, a fully specialized behavioral science firm based in Switzerland. [04:21] Nuala Walsh is the founder of Mindequity. She focuses on financial services, oil and gas, and sports. [05:48] Madeline Quinlan is a director and co-founder of Salient Behavioural Consultants. They use academic rigor and insight to practice from a behavioral point of view. [06:42] Dario Krpan is an assistant professor of behavioral science at the London School of Economics. He researches how to use behavioral science to solve real-world problems. [08:08] GAABS as a concept started as a conversation and precommitment at a conference in the summer of 2019. [10:06] GAABS stands for the Global Association of Applied Behavioral Scientists. [10:31] This is an unregulated industry for applied practitioners and what they are hoping to do is guard against the proliferation of people that are not bona fide practitioners in the field. [12:19] GAABS is a nonprofit, member-based entity and it is there for all qualified behavioral science practitioners out there to be a platform to bridge academia and practice. [13:11] This is truly there to connect the field and make sure the ethical and technical standards of behavioral science are kept, raised and advocated around the world. [15:57] We want to be a very welcoming member body where we see many different approaches. We do have to make sure certain standards are kept. [16:38] One of the benefits of membership we see going forward is using this as a forum with the extra benefit of an academic advisory board. [19:21] Being able to say that you met the criteria to join there is some higher entity that shows we have worth and social proof. [20:54] There is a lot of interest from people just entering the field and from people that are already established in the field. [21:57] GAABS is not providing certification or training, because there are many other groups doing a good job with that already. [23:26] There are two types of membership, individual and organizational. For the individual memberships, they look for people with qualifying criteria. People who are able to show that they have completed a post-grad qualification in a relevant subject in the behavioral sciences, relevant publications, teaching in the field, or relevant contributions to the field. [25:15] On the organizational side we look for proof that it is a proper behavioral science unit or consultancy. [27:21] They are all dedicated to this idea that is going to be built by the members for the members. [28:44] GAABS is member focused like companies are client-focused and they want to hear ideas from members for impr
Precommitment: Boosting Cooperation for Yourself and Others, a Behavioral Economics Foundations Episode
Precommitment can be used for a lot more than keeping to a content schedule. In today’s show, I’ll share an example of how I am using it to be more in alignment with the person I want to be, tips to overcome cognitive dissonance in a positive way (and what that means), some great apps to help with precommitment, behavioral scientists using this in practice, and more!
Creating a Habit of Curiosity: Interview with Bec Weeks, Cofounder of Pique
Bec Weeks is doing such cool things (and as silly as it is, she has some stellar rose gold headphones that I totally want...long time listeners know I love rose gold!) Beyond that of course, I love the cool things she and the rest of the Pique team are doing to help people use habits in a smart way to improve their lives.
Behavioural Science Club: Interview with Co-Founder Louise Ward
I am so excited to talk about a fantastic club that started a few months ago on LinkedIn. You’ll learn about the serendipitous nature of how this group was founded during my conversation with one of the catalysts of creating it, Louise Ward. The group is called the Behavioural Science Club.