Look, as much as we like to think we are little unique pockets of stardust on our “dream journey” that exercise free will or whatever, sadly most of us are predictable meat robots with a bit of hair on top.
But don’t be disheartened that you’re basically just a calculator made out of cheap mince. The good news is this means there’s a science behind how people think and feel, and if we can understand this, we can help make sure our ideas click with people better. That’s where Moose Lab comes in: a suite of services that support the creative process with science.
Moose Lab, working in conjunction with our creative team, offers services and insights informed by behavioural economics, cognitive psychology, consumer neuroscience, and Deep State Lizard Hypnotics™. These help Paper Moose make connections in powerful ways across any medium.
All ads want to generate a change in behaviour of some kind, even more so for campaigns with environmental, or socially conscious, messaging.
But generating a change in behaviour requires different triggers. Think of behaviour change as launching a pig across a precipice using a ramp (we’ve all done it). For successful pig-launch you need two things: first is to reduce friction by greasing up that pig, either with an organic lard or a rendered fat. The second is to lend the pig force (motivation) by strapping it to a jet propulsion rocket.
By reducing friction (making changes easier) and giving people motivation (enabling, or incentivising change) you make behaviour change possible. Also, don’t do the pig thing. Now we’ve got one across, we don’t know how to get it back.
Behaviour change doesn’t always have to come from innate changes in people’s attitudes. Changes in behaviour can also come from their context or environment.
For example, place a giant replica of a speedometer on a billboard, and people will naturally check their speed and slow down. You haven’t specified a speed, or instructed anyone to do anything, but this simple visual is a “nudge” that primes people to behave a certain way. It’s a bit like being a Jedi, except instead of midichlorians, your power comes from behavioural science. Fun fact, these powers are in the extended cut of The Rise of Skywalker.
Moose Lab is equipped to help you run ad testing. We use Implicit Reaction Tests (IRT) which reveal a consumer’s immediate gut reaction or subconscious response, enhancing our understanding of consumer behaviour.
A viewer can say “Yeeeeaaah, I guess I liked that ad”, and tick the “yes” box, but really, their hesitation is telling us the opposite. In focus groups or tests, asking someone “Do you like this ad?” can yield unreliable results as factors like peer pressure, or the desire to please, kick in, causing people to want to avoid offense, or to fit in.
IRTs get around this, giving the squashy meat calculator nowhere to hide.
We also use Eye Tracking which allows us to predict where consumers will be drawn to without having to take a traditional approach and test on a large group of participants, which can be both costly and time-consuming.
How can we predict where their eyes will look? A pulsating crop of eyes we harvested from the weak Algorithms thanks to machine learning!
We needed to announce Quincy, Australia’s first hard seltzer.
While our clients loved the design, we realised our tagline wasn’t immediately noticeable.
We made a quick re-edit to make sure everyone immediately recognized that there was indeed a new way to tipple!
Now, that’s a bit Quincy