Getting past myths to new truths...Trial and taste are still vital – a machine must deliver...

© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.

Getting past myths to new truths

about how people buy

What people do vs. what they say they do

Old ways don’t get you to new truths

New truths aren’t easy

Human behaviours build human brands




Old ways wouldn’t

get us to new truths




Behavioural principles – make

behaviour easy


Real world research – how people

really behave


Neuroscience – what makes

people tick


Uncovering new

truths isn’t easy


What we know What we think we know What we don’t know


Our hypotheses

‘On Demand’ coffee machines are a personal, socially visible statement. Owning the right one is key.

Social acceptance and permissibility play a key role – our actions are seen, commented upon and shared.

Trial and taste are still vital – a machine must deliver satisfactory performance to retain its place in the kitchen.

It’s an emotional purchase, not a rational one. Social permissibility acts as the shortcut to purchase in a complex category.



Post purchase, social sharing

and inviting friends round was a

universal reaction.


Validation was as important pre

and post purchase.


New truth:

Self-validation is the

shortcut to buying.


Our opportunity: Create the

post-purchase environment pre

purchase.


Overall 40% increase in

brand penetration and sales

uplift of 135%.


Getting past myths to new truths

about how people buy

What people do vs. what they say they do

Old ways don’t get you to new truths

New truths aren’t easy

Human behaviours build human brands

Hey! Thanks Hey! Thanks

HeyHuman!

50% of your DNA is same as a banana.

[email protected]

Date post:	31-Jul-2020
Category:	Documents
Upload:	others
View:	0 times
Download:	0 times

Getting past myths to new truths...Trial and taste are still vital – a machine must deliver...

Documents