There are untapped insights in every market research study, especially if behavioral science techniques were not applied during the research process.
AiGILE Insights extracts new AHA! insights from market research you have already conducted in the past.
Any qual or quant research study reports can be mined, e.g. ATU, brand tracking, choice driver research, segmentation, buying process, treatment landscape, positioning and more.
Newristics has mapped the dominant decision heuristics for every major disease state in its database and has experts trained to detect presence of 100s of heuristics in deck slides, transcripts, audio recordings, etc.
By combining what customers "said" in past qual/quant research with principles of decision heuristics science, the Newristics team identifies new insights that explain the unspoken and possibly irrational behaviors of customers.
Deep Behavioral Insights are prioritized based on impact on the business and marketing recommendations are made to convert insights into action using behavioral science principles
Most new patients receive a DOAC like Eliquis or Xarelto now instead of Coumadin, but HCPs are still not willing to switch Coumadin patients to DOACs because of New Risk Bias heuristic.
They spent decades fighting lawsuits on Coumadin, which have finally settled down. DOACs don’t have the same lawsuit problem, but if they switch a patient from Coumadin to a DOAC and there is a bleed, they are just inviting a lawsuit to happen.
New Risks with the same probability as old ones are perceived to be more dangerous simply because of their recency.
Women, and the men in their lives, know how to handle the “period” much better than the symptoms of menopause. Periods are more predictable events for everyone, women often want to be left alone during the period and the treatment is straightforward – take 2 Advils!
Menopause symptoms can be unpredictable, build up slowly and treatment is not straightforward at all.
The Ambiguity Aversion heuristic makes the transition from a predictable “period” phase of life to an unpredictable “menopausal” phase of life very frustrating for women.
Humans don’t like dealing with unknowns and tend to avoid decisions in life where they have to deal with ambiguity.
Heartburn sufferers often play a sort of culinary gamble, choosing to indulge in foods like spaghetti and meatballs even though they know it will likely give them bad heartburn.
For some, the gamble is driven by their love for the dish – they can’t live without it!
For most others who didn’t “need” the spaghetti meatballs but ate it anyways, their gamble is driven by Optimism Bias heuristic – they were hoping that maybe, just maybe, the heartburn wouldn’t be as bad this time as it was the last time.
Humans can sometimes be overly optimistic and expect the future to be more positive than the past suggests.
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