At PRS IN VIVO, we take our behavioral science framework seriously and always encourage all our teams to apply it to how we conduct and deliver our research. This is the way we help clients succeed and brands to grow. But we certainly try to have fun with it as well! We believe that fostering a true passion for BeSci throughout our company is the key to effective integration of its principles into every aspect of every project - from proposals to discussion guides to final reports.
And so, recently, PRS IN VIVO held an immersive global BeSci infusion learning program that reinforced the three pillars of our behavioral science framework: Context & Choice Architecture, System 1 & System 2 Communications, and our own way of describing BeSci in memorable terms, the Drivers of Influence. At the conclusion of the program, a competition was held where teams showcased the thoughtful and creative ways they have been applying BeSci to their research manifesting any of the three BeSci pillars.
The votes are in and we are proud to announce the winners of the PRS IN VIVO BeSci Infusion Competition!
The first category of the competition showcased the first pillar of the BeSci framework: Context & Choice Architecture. Context & Choice Architecture refers to a specific mindset which guides what shoppers subconsciously select or deselect, what “rules of thumb” they employ to make choices, and what filters they will use to evaluate their options at hand.
Prizes were awarded for Context and Choice Architecture, respectively, based on two criteria: one for the best display of the role Context plays in a behaviorally driven way, and one for how we can consult clients on Choice Architecture for positive outcomes. After evaluation, the category winners for Context are Valerie Chua, Emily Contino, and Jenny Jingga from Team Singapore for their compelling study on understanding in-store realities, and the winner for Choice Architecture is Alexandra Patsch from Team Germany for successfully utilizing the full behavioral framework for a NPD study in the yogurt category!
The second pillar and category of the competition was System 1 & System 2 Communication (S1& S2). S1 relies primarily on mental “shortcuts” to help process information and make decisions quickly (i.e., a product’s packaging would need to make a strong first impression and communicate a clear benefit that would cause a shopper to break habit and consider purchasing it). If S1 succeeds, then S2 Communication consists of fact checking and closer evaluation (i.e., reading the product label).
For this category, three prizes were awarded for the best display of System 1 & System 2 Communication knowledge regarding packaging, POSM (Point Of Sale Materials), or products, and the winners are as follows:
- Lonneke de Roo, Federica Zucchi, and Sarah Heitz of Team Geneva for their examples of S1 & S2 in e-commerce,
- Max Zalewski of Team Germany for his application of S1 and S2 across three different studies and various product categories, and
- Waleed Saleem of Team Geneva for emphasizing S1 & S2 Communication throughout the entire client experience, instead of just in final reporting.
Lastly, The Drivers of Influence made for the third and final category of the competition. The 21 Drivers of Influence are a proprietary set of the most relevant levers we can use to influence the System 1 shopper and encourage a desired behavior, conveniently self-contained in the acronym T.H.E. D.R.I.V.E.R.S. O.F. I.N.F.L.U.E.N.C.E. (two examples would be Emotion and Salience).
For a category comprised of so many possibilities, the awards had to be broken into subcategories to allow for a breadth of submissions. Thus, six awards were given across three primary areas: usage of the Drivers, examples of the Drivers in research, and non-research examples. The winners for each category are:
- Christian Doessel and Team Germany for their application of the Drivers in the Second Moment Of Truth,
- Aurelie Lecarpentier and Yasmin Ramikie of Team London for utilizing the Drivers as a consultative approach throughout learnings,
- Eric Reichert and Team USA for usage of the Drivers during a pack study in the seasonings category,
- And Floriane Guidox of Team France for highlighting the role of brand icons for Salience.
- Research Examples
- Nicholas Licitra, Thomas Kim, Francesca D’Souza, and Team USA for their multiple examples of FMCG and shopper-related examples of the Drivers in action.
- Non-Research Examples
- Kate Roadnight-Brooks of Team London for understanding the role of accurate and realistic context for a quantitative project in Nigeria.
Finally, a separate grand prize was awarded to Lukas Steinberg of Team London for usage of various components of our behavioral framework in both reporting and proposals across multiple projects and in multiple languages. Watch for Lukas’ blog post in coming weeks, on why he finds BeSci so compelling!
Congratulations to the winners across the globe! The enthusiasm, passion, and desire to learn that our global teams exhibited throughout this competition are a huge source of pride as BeSci sits at the very core of our company. Our behavioral framework has set us apart since the very beginning. In the true spirit of PRS IN VIVO, the BeSci Infusion Learning Program and Competition has been an immense success, and a lot of fun, too! Contact us at firstname.lastname@example.org for more information about how you too can be exposed to an immersive infusion in the principles of BeSci.