At the core of our approach is controlled experimentation. While experimental designs contain their own set of limitations, they are ideally equipped to identify causality. We use controlled experiments, in lab settings and in the field, to test hypotheses and measure results. Experiments, along with careful statistical analysis, determine empirically whether a given strategy is actually causing the desired behavioral outcomes or not.
BEworks Labs is dedicated to helping business leaders test and measure their ideas in an objective way. We can help you design real-world experiments or start with smaller controlled tests in our lab setting. Either way, following this approach reduces the organization risk of launching a solution without knowing whether it’ll even work. In the new era of big data, there’s a big opportunity to design and launch solutions that are backed by evidence rather than conjecture.
Experiment Techniques and Capabilities
Our research methods are based on the latest methodological approaches from psychology and neuroscience. Some principles we focus on in our approach are:
We distinguish between perceptions and actual behavior
Understanding consumer perceptions and how they are constructed is a very useful exercise, but we must not mistake perceptions for actual behavior. Consumers are often very bad at predicting their own future behavior – current perceptions and preferences often do not match with purchasing behavior. Rather than only asking someone if they would buy a product at a 20% discount, test it in a store and see!
We avoid measuring introspection
Surveys and focus groups may be very helpful in understanding perceptions (‘how often do you go out for dinner?’) but they are poor tools for understanding consumers underlying motivations (‘Why do you buy a beer?’).
We recognize the limits of historical data analysis
Even with the promise of 'Big Data', historical data are only correlational. It is very helpful in forming hypotheses and sometimes can be useful in making predictions. However, it cannot be used to determine causality or what works best.
When appropriate, BEworks leverages innovative new technologies and techniques from psychology and neuroscience
Neuromarketing studies, which measure brain activity and other biological indicators, are another way to gauge true emotional reactions instead of relying on how people say they feel. EEG caps and biometric belts are the most common tools used, though other techniques, ranging from reading facial expressions to measuring tiny differences in reaction time, are also used.