Science and technology are ruling the world in the current scenario. The lines between the industries are blurring as we see science, psychology, and technology playing a prominent role in influencing the market trends.
While this is certainly not a new phenomenon, it has gained prominence in recent times. Enterprises are becoming aware of how a certain message, phrase, or even word could influence the audience. This could either bring more customers or push away the existing ones as well. It is advantageous for an enterprise to spend more time and effort in coming up with a perfect marketing strategy or a message to get the best returns.
A calculated and targeted approach will help enterprises attract the right kind of audiences to the business. By spending money only on what can bring results, enterprises can also cut down the cost of unnecessary marketing expenses. But how does an enterprise know what affects the audience? How does the business come up with a comprehensive message that will attract as many leads as possible?
It is time to Know About Quantitative Research In Behavioral Sciences. The term might sound complex and confusing. But, simply put, it is the use of data to either prove or refute a claim/ hypothesis about human behavior. It could deal with how people perceive a thought, an action, and how they come to a decision.
So how does this help enterprises? The answer is quite simple. By understanding human behavior, enterprises can come up with a perfect message that will create a positive impact on the target audience. It can also be termed as message optimization. Behavioral sciences and artificial intelligence are used together to achieve the expected results.
Enterprises do not have to invest heavily in setting up a team and buying the related software to start researching customer behavior. Some companies specialize in providing these services to enterprises. Availing the services of these companies will save time, money, and effort for enterprises while also guaranteeing them the desired results. Let us see how science and technology can help enterprises understand people in a better way.
- Measure Behavior Change
How powerful is a message that can influence a large group of audience? The aim of marketing is to connect with the community and make them aware of the brand. The first step here is to calculate the potential of a message and measure if it can change the behavior/ decision of a user or not. This is done without asking for stated responses. Artificial intelligence and machine learning are used to analyze the message based on various factors.
- Identify Emotional Triggers
What factors should be considered when analyzing the message? What kind of emotions is a message evoking in the audience? How is this affecting the final decision? It is hardly surprising that a person who doesn’t like a message shared by a brand will not buy any products or services offered by it. A wrong message could emotionally distance the audience from the brand and cause more harm than the gain to the enterprise.
- Make Note of the Non-conscious Drivers
Factors can be divided into conscious and non-conscious drivers. After identifying the emotional impact of a message, we should identify what sort of non-conscious drivers affect the success of a massage. This is done using heuristics to analyze the non-conscious appeal of language, tone, theme, etc. A behavior rating scale will determine the impact of a factor on the audience in comparison with other factors.
- Wheel of Emotions
The wheel of emotions (or emotion wheel) categorizes emotions into eight major sections, which are further subcategorized into multiple sections. The primary emotions are joy, sadness, fear, trust, surprise, anger, disgust, and anticipation. These are then diversified into secondary and tertiary emotions. For example, sadness has grief and pensiveness listed at the secondary and tertiary levels. Joy has ecstasy and serenity, and so on.
- Rational Vs. Emotional Motivation Scores
While emotions are very important, it is necessary to consider the rationality of the message as well. A message is assessed based on whether it evokes an emotional response or a rational one. Does it make the audience feel or think?
- Prioritize Messages for the Target Audience
As we get to Know About Quantitative Research In Behavioral Sciences, we can understand the impact of language, sentence structuring, choosing the right words, coming up with alternate versions of the same message, and identifying which one would create the maximum impact on the audiences. By using a machine learning algorithm, enterprises can identify which version of the message would be the best one to use.
Enterprises can contact the leading service provider to help them optimize messages using behavioral science and artificial intelligence and request a demo.