Don't Listen To Your Customers - Do This Instead | Kristen Berman | TEDxBerlin

Visit our website www.tedxberlin.de for more information on Kristen Berman. Kristen Berman studies how people actually act in the marketplace, as opposed to how they should or would perform if they were completely rational.
Kristen co-founded Irrational Labs, a behavioral product design company, with Dan Ariely in 2013. Irrational Labs helps companies and nonprofits understand and leverage behavioral economics to increase the health, wealth and happiness of their users. She also co-founded Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans. Common Cents has launched over 50 experiments with companies, touching tens of thousands of people.
She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts ones of the top behavioral change conferences globally, StartupOnomics. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior, with Dan Ariely. These workbooks are being used at companies like Google, Intuit, Neflix, Fidelity, Lending Club for business strategy and design work.
Before designing, testing and scaling products that use behavioral economics, Kristen was a Sr. Product Manager at Intuit and camera startup, Lytro. She built product management and marketing systems for small businesses and consumers, for domestic and international markets, for mobile and web, working on front and back end systems. The core thread throughout this all is a deep passion for understanding why people behave the way they do and then building solutions that make their lives better.
Kristen is an advisor for Loop Commerce, Code For America Accelerator and the Genr8tor Incubator and has spoken at Google, Facebook, Fidelity, Equifax, Stanford, Bay Area Computer Human Interaction seminar and more.
Website: www.irrationallabs.org This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

[@plevin0623]

must watch for those interested in behavioral economics.

[@bigbodybess5318]

Richard Thaler is the must watch for Behavioral econ in finance

[@kevinleak7822]

Great job Kristen!

[@SikkiSweets]

Excellent learning experience. Thank you.

[@zinaidagood9154]

wonderful talk!

[@OdNadia]

Great talk, very informative and engaging!

[@El_Diablo_12]

Very charismatic lady, and great topic

[@etoshacave3112]

Such a powerful talk. Bravo! I am inspired to redesign my world for the behavior change I want to create. But will I actually do it? Favorite line: "Social media should help us connect but we are lonelier than ever"

[@francescakray233]

Customers, are a vital part of any business. Maintaining that constant stream and flow between yourself and them can prove to be quite taxing. Thank You

[@okaaykiki]

So true. Great info!

[@JeffZias]

Excellent talk Kristen!

[@tshwarelophillipmolelekikg2518]

Behavioral design is the future of marketing:-)Respect

[@nyasha8657]

This is why data science works, instead of asking you, they just observe your actions and design products suited for you

[@Fundrah]

SUCH a great talk, full of so much wisdom. Changing our approach to product testing!

[@rich4444hrsm]

Kat, are you a fake account? Hmmm, You just look suspicious to me :p

[@Fundrah]

@@rich4444hrsm I'm a real person :) Hello!

[@benjaminpackard2598]

this woman is the brene brown of behavioral economics. this talk is fuego.

[@Perceptionsz]

Amazing ... thanks

[@SillyKoala]

What an interesting science!

[@JeredMathews]

great talk!! Behavioral science FTW!

[@wajdiraach9874]

Amazing

[@lavanyasunder6249]

Awesome video! Got a lot of laughs as well :)

[@abuhssankaskey6143]

OMG .. this is my third time to watch this video .. great job

[@njbright8626]

My favourite expression is, "Never ask the Deer how to hunt."

[@futurepreneur5403]

We assume, in future WE WILL BE IDEAL VERSION OF OURSELVES Golden Statement

[@ivansuarez7368]

I also recommend Dan Ariely´s work, he is her partner and they have been working on behavioural economics for years.

[@iwasjustfollowingorders8068]

Yeah, he even had a free course at Coursera. Highly recommend it

[@rizalinojuliano3702]

Very good talk. But it sounded like a pitch to me. "Don't use surveys, hire us to do behavioral design instead."

[@ryanjohnson8313]

Loved “also me”

[@targetcarreiras]

In the financial aid experiment, wasn't them inducted to fill the document making them wrongly think that they could lose their application if they did not fill the form? I think it was an unfair comparison, you fill because you are misleading the information about the application mandatory steps.. I am a little confused with this issue. What do you think?

[@kristiyanlukanov632]

Hmm, I don't get this. In UX research we're already aware that what users do is not what they say. There is a whole book about it. And, I don't think that the "behavioral diagnosis" can be a reliable and valid assessment. There are a lot of variables that play into decision making - genes, hormones at the moment, diseases, how you slept today, did you had an argument with a close friend or relative, socio-economic status, relationship status, what you ate yesterday, did you do enough exercise and many many more that we know or don't know about. How could this behavioral diagnosis can be valid and reliable? We cannot go through everything that influences behavior. Therefore, this is just another subjective guess. And it would take a huge amount of time to get it. Imagine, before every interview you ask the participant 20-30 questions about what they ate, how they slept, etc. and then going to another 20 product questions. After 1 hour people just want to leave the interview and don't care about the answers they give. Then imagine the complexity of the analysis. It just seems not applicable in the fast moving industry. Also, Kristen is trying to get you to subscribe to one of her courses and doesn't explain fully her methodology. Seems like a lot of complex words thrown to make you enroll for their courses. Better follow the established UX methodologies by Jacob Nielsen and Don Norman.

[@AnthonyMiyazaki]

Academics tend to think that they understand people. If someone wants to get some insights into consumers, talk to frontline employees and (as you mentioned) observe user behavior. But even the behavior doesn't tell the whole story, because it's based greatly on the environment created by the marketer and the marketplace at that moment. Insightful comment Kristiyan.

[@zakwhite5159]

@@AnthonyMiyazaki > Academics tend to think that they understand people I think she's saying quite the opposite. Behavioral research you observe, hypothesize, intervene, measure, compare. Ultimately she's just saying people understand themselves less than they think/say. > talk to frontline employees and (as you mentioned) observe user behavior. This is purely observational data collection that is anecdotal although it can be valuable, it can also be unreliable. >behavior doesn't tell the whole story, based greatly on the environment created by the marketer and the marketplace at that moment This makes sense because companies don't have complete control over behavior, they can only measure it. Typically the main hiccup we see with physical spaces/marketplaces is the inability to experiment on users/customers efficiently or even at all. However, the most successful companies in the world essentially embrace the idea that they don't understand their user and experiment on them RELENTLESSLY. This circles back to the OPs comment with respect to UI/UX design. It's far easier to experiment on users/customers in this type of environment.

[@agelessartz8920]

@@zakwhite5159 As a behavioral researcher myself for over 30 years, I agree that there is a gap between what people know about themselves, what they say about themselves, and well, themselves. But there's an additional gap between what "behavioral researchers" think they know and the motivations, thoughts, desires, etc. of the people they observe. Whether it's in academia or marketing (oops, "behavioral insights") companies, I'm skeptical of those who say they have the scientific answers because almost all methodologies are flawed to some degree, regardless of how many reviewers approve of them. But whether in academia or the consulting industries, the players need to make a show of having solid scientific methodology so they can get their gains (money, contracts, jobs, tenure, etc.), and I don't blame them for this. After all, it's the game. What we teach our students (undergrad, masters, doctoral, executive) is that the best test is the real market test where the ultimate dependent variable is at stake: typically sustainable profits (not just sales, revenues, satisfaction, etc.). And all this doesn't mean that I am necessarily taking issue with what you've said, but just that there's much more to our business than we're willing to admit.

[@silvana11221122]

people are washing their hands now !!

[@15deepakchaudhary]

🎯 Key Takeaways for quick navigation: 00:24 🏦 Automatic enrollment in retirement savings significantly impacts employees' retirement outcomes. 03:59 🧠 Traditional methods of asking customers about their behavior and preferences, such as interviews and surveys, are often unreliable. 09:59 📈 People often choose options because they are the default, not necessarily because they genuinely prefer them. 10:54 🧪 Behavioral design uses insights from behavioral science to inform design decisions and improve outcomes. 13:22 💡 By understanding cognitive biases, removing decision deadlocks, and shaping the environment, behavioral design can lead to meaningful behavior change. Made with HARPA AI

[@rendydwi_]

Oohh this is actually apple design product do...

[@sambalbudanny2235]

and probably xbox one

[@sambalbudanny2235]

and don't forget fallout 76

[@kennethkingdon-korab2174]

She's a social scientist right? Why is she saying the person selling the product, is the problem and needs to make adjustments? Every mainstream company listens to the customer and the worst of the worst at that. At what point did a brand become separate from the people running it? That's why this sounds like. Customers are just people that work at companies. It's literally a cycle with socioeconomic differences. The more money and influence a person has, the more opportunities they have to advance or stay at the top. Everyone is buying from a brand.

[@mirellavidriezca1119]

I Eat 🍫 in the mornings before breakfast.

[@miffedhealer8434]

bruh

[@rodolfoorona3632]

47

[@michaelnavalta4815]

This is a nice talk not my cup of tea. The title of the video is misleading and non applicable to most sales businesses and customer service situations. This instead is a great model for indirect marketing, and these are good statistics for people who do not interact with human beings on a day to day basis.

[@gabrielbryant4631]

what if the government and all of our jobs are going ro fall apart within 3 years then i guess the advice would be tottaly different lol

[@hassanouchtou5594]

Ddd

[@TrenerBorisFarkas]

I always wash my hands.

[@henryj4265]

Did she watch Dan Ariely's videos ?!? from bathroom hand washing to being a better self in future it came across like she ripped off of Dan Ariely. Now I don't know who is the orginal one :D Dan's was more entertaining and came across authentic though :)

[@richardleblanc6580]

Henry Joshua they are partners

[@michaels.cannjr.1578]

She has worked with Dan Ariely for several years, so it is not at all surprising that she has borrowed some of the illustrations he has found to be useful in his talks.

[@niteshyadav9172]

Exactly Very helpful for us...

[@willietucker9584]

The tacit promotion sequentially guess because bakery expectedly remain worth a ad criminal. tense, hapless pie

[@danf4447]

in other words... you tricked them.