Are your consumers more likely to respond to emotionally- or rationally-orientated advertising messages? How might these preferences changes as your consumers age? These are very important questions and particularly so given the ageing nature of population. In the UK, the average life expectancy of children born in 2013 is over 90 years old, and the number of people aged over 65 already outnumbers those under 16. By 2030, nearly a third of the UK population will be aged 60+years.
This means we simply must understand what changes as our consumers age.
Our soon to be published paper in top peer-reviewed American Journal of Advertising Research explores this. It looks at age-related reactions to advertising and explicitly whether and how, as we age, we change our preferences for emotionally based or rationally based advertising messages. It explores the specifics of how older people might respond differently to different types of advertising (e.g. call to action versus brand-building advertising)
Watch out for our paper to be published at the end of the year.
This year, Covea launched its new and very first B2C brand Provident. In doing so, it was conscious of the need to do the right things right first time. One of these being to ensure that its policy documents alongside other consumer communications were written in a way that encouraged customers and potential customers to feel engaged with what they had purchased and be aware of what they were and were not covered for.
This meant seeing the documents through the eyes of their consumers, not simply from an internal perspective, which is where the partnership and work with the Big Window came in.
the Big Window used its expertise and experience with Behavioural Economics to help Covea design its first policy documents in ways that fitted with how people truly process information. Each of the key areas of the document were deconstructed and then reconstructed to work with the heuristics/biases that consumers were most likely to use when processing them.
The effectiveness of these were tested in a quantitative study of c500 respondents that looked at reactions to previous intermediated versions of the policy documents versus the new BE-friendly version, all results showing a positive endorsement of the new versions.
This programme was fundamentally about using BE-related knowledge to do the right things in the right way from the start. It was about using the BE principles to substantiate the new brand’s positioning of simplicity and clarity. It was about a collaboration of research expertise and consumer psychology.