Customer feedback lacks two fundamental pieces of information: context and behavior. Traditional methods of insight, like the Net Promoter Score (NPS) and customer feedback surveys have their limitations. Andrea Belk Olson, our guest on this episode, challenges organizations to adopt a different approach to customer behavior by delving into the WHY and the WHAT, then coming up with a WOW hypothesis - a 3 step process called the 3W Ideation.
Author of the new book, “What to Ask: How to Learn What Customers Need but Don't Tell You”: https://amzn.to/3yvooRF, Andrea Belk Olson is the CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator. She delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research.
By using behavioral insights in organizations, Andrea believes that companies can become more customer focused. And when everyone in an organization is customer focused, the whole strategic vision of the company realigns.
If you enjoy listening to Behavioral Grooves Podcast, please consider donating to our work through our Patreon page: https://www.patreon.com/behavioralgrooves. We use all the donations to fund the production of the podcast. Thanks!
Topics
(3:11) Welcome and speed round questions.
(7:14) How can marketers understand customers' needs?
(13:01) How to remove the disconnect between marketing and sales.
(16:42) The steps marketing can take to get closer to the customer.
(19:23) How behavioral science can help with adapting to change.
(26:07) The 3 W Ideation process: Why, What & WOW.
(30:04) The shortcomings of the Net Promoter Scores (NPS).
(32:44) What role does culture play?
(37:31) What Beethoven can teach us about behavior change.
(42:28) What music would Andrea take to a desert island?
(45:37) Grooving session with Kurt and Tim on What To Ask.
© 2022 Behavioral Grooves
Links
Andrea Belk Olson’s book: “What to Ask: How to Learn What Customers Need but Don't Tell You”: https://amzn.to/3yvooRF
Episode 289, Why Not All Nudges Work ”In The Wild” with Nina Mazar PhD & Dilip Soman PhD: https://behavioralgrooves.com/episode/why-not-all-nudges-work-in-the-wild-nina-mazar-dilip-soman/
Musical Links
Queen “I Want To Break Free”: https://www.youtube.com/watch?v=Z3w5gVM_4y8
Led Zeppelin “Whole Lotta Love”: https://www.youtube.com/watch?v=HQmmM_qwG4k
People Want Answers: How to Communicate in a Crisis with Christopher Reddy
The Value of an Open Mind and How To Overcome Knowingness | Jonathan Malesic
Feeling Stuck? Steps To Get Out Of Your Rut And How Music Helps | Adam Alter
Are You A People Pleaser? Learn To Say No More with Vanessa Patrick PhD
What Do You Think? How To Improve Your Perspective And Your Life | Woo-Kyoung Ahn PhD
How We’re Missing The Point With The Gender Pay Gap | Alex Imas PhD
Want People To Comply With Rules? Start With Trust | Christian Hunt
Grooving on Goals: The Magic of Goals [Republish: Episode 27]
Groove Track | Why It Takes More Than Willpower To Reach Your Goals
Why Random Rewards Feel So Much Better Than Earned Ones with Richard Shotton
Want Marketing That’s Effective? Use a Behavioral Science Perspective | Nancy Harhut
Can Psychology Tell Us What Makes A Good Life? With Paul Bloom, Part 2
Psychology: Should Freud Still Be On The Syllabus? Paul Bloom, Part 1
What Do You Really Want? Understand The Desires We All Share | Charlotte Fox Weber
How One Small Word Can Transform Our Motivation, Success And Relationships | Jonah Berger
A Guide To The Ambitious Future of Behavioral Science with Michael Hallsworth PhD
Surprising Ways To End Poverty and Solve Climate Change with Erik Angner PhD
Why You Don‘t Need to be Powerful to be Influential | Vanessa Bohns [Republish]
You Work. You Parent. But Can You Also Thrive? | Yael Schonbrun PhD
The Tools You Need To Embrace Uncertainty | Nathan Furr and Susannah Harmon Furr
Create your
podcast in
minutes
It is Free
The Poetry of Science
Hidden Brain
Something You Should Know
Proxy with Yowei Shaw
The Science of Happiness