“Behavioral Archetypes” is based on a review of the theories followed by a series of research and development surveys and more than 10,000 interviews allowing for the classifications of 1,500 to 1,800 discreet behaviors. Based on the data, those behaviors were clustered into eight “buckets” along two axes. [See diagram ]. The outer rings are behaviors that happen when the behavior we want to engage in isn’t possible due to something we don’t have control over, such as a recession.
The central question that you’re trying to ask is, “What are people doing now with regard to a brand?” For example, if you said people are using cash instead of debit cards and we were advertising the debit card. If you interview enough people about why did they go in and buy the Slurpee for their kids and why did they use cash, you would eventually find that they don’t know. It’s just habit. ‘It’s less than $20, so I use cash.’
If you use Behavioral Archetypes, “habit” as a behavior sits at the bottom of the wheel [in Preservation]. It’s all about status quo. It’s about not changing. What you can start to do is define the behavior that they’re in and then you can say, “If we wanted to change the behavior, what would we want to change it to?” We want to get people more thoughtful and engaged. I’m just making this up for example: Maybe we would move from habit and say, “You know if you use our debit card, you’re really being more responsible with your money.” What you’re saying is OK, you can budget better and you can plan better and you can see where you’re money’s going and that’s a responsible thing to do for your family.
When you come through a human lens you want to create behavioral tensions — you want to say you’re doing this, you could do this. By having what we call the behavioral enemy, it dramatically helps the planner be able to talk about what the desired behavior is.
Cool… I just did a marketing plan and had to read up on behavioural archetypes for my brand! This would’ve fitted in really well with my marketing plan if I’d come across it earlier :(