To BE or not to BE - Mike Daniels speaks at AMSRS conference

Mike Daniels, Founder of the Sydney office, gave a joint presentation with Alla Nock of Kimberly Clark Australia at this year’s AMSRS (Australian Market and Social Research Society) national conference on Sept 9th in Melbourne.

Their talk, entitled ‘To BE or not to BE‘ discussed how BE helps us understand why traditional research methods of understanding behaviour are flawed.

For example, a reliance on our infallible memories of what we have done, thought and said is prone to mislead any understanding of behaviour. Availability Bias, Social Normsand Peak End Rule are just three concepts from behavioural science that can explain why what gets talked about in focus groups and group discussions can distort findings and fail to uncover the true insights.Drawing on a case study on paper towel use, run by TBA Australia for Kimberly Clark, Mike and Alla illustrated how using BE as a framework for in-context research can guide us in what to hypothesise and what to go investigate more closely, as well as to analyse the findings.

Alla Nock is the Marketing Research, Analytics and Capability Manager for Kimberly-Clark Australia managing the market research for global brands such as Huggies, Kleenex, Kotex, Poise and Depend.

Mike Daniels is the Founder of The Behavioural Architects’ Sydney office, set up in 2012. A psychologist by training, he previously worked in the UK, the US and Australia with agencies including DDB, Clemenger BBDO, Goodby Silverstein & Partners and Ogilvy & Mather – where he became Managing Director of the Sydney office in 2010. He later set up and ran a successful Research and Strategy Business, Russian Doll.

You can read more about the AMSRS conference here.