John Balz of Opower talks about his role as a Behavioral Marketing Manager and why more companies should Chief Behavioralist in the 1st place. Check it out! Behavioral scientists have carved out a place in the academy by following scientific methods and generating statistical evidence for behavioral theories. When putting these ideas practice, showing results gets you part of the way there.
It can tell you a direction to head, but not necessarily what the final destination looks like. How are talented non-behavioralists going to design a mobile payment app based on behavioral ideas X, Y, and Z plus a given technological limitation?
My own experience has been that devising great behavioral solutions requires both an emotional and an intellectual understanding of the idea. Advertisers and marketers excel at the former.
They can infuse behavioral science into a project without ever using its terms. If you’re working with a designer, a copywriter, or a software engineer on a strategy built around loss aversion, skip the jargon. It’s meaningless.
But has a soda machine ever eaten a dollar you put in it?