1. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved 1 The missing lever Behavioural sciences Conscious vs Sub-Conscious behaviour

2. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved 2 Conscious Brain activities Non-conscious Brain activities 5% 95% Users’ behaviour is 95% non-conscious

3. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Some Examples Everything is not as it seems! Lets use a couple of examples to show why sub-conscious is the real key – just go with your basic instincts and try not to over think the examples Example 1 – which line is longest? Example 2 – is counting based 3

4. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Example 1 Instructions 1. When you go to the next slide, simply make a note of which thick line appears the longest. 2. Go with your first impression and try not to over think your conclusion 3. First click will show the test image, next click will show the answer 4

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7. Most people Most people end up either concluding that the right hand line is longest or as people are expecting a trick that they are the same length. Very few select the one on the left and the bigger the screen the less likely they are to select that answer 7

8. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Why is this important By understanding that there is sub conscious processing happening, web site developers can alter how a user interacts with the site. Combined with other techniques, we can measure the actual interaction with a display against the intended 8

9. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Example 2 Instructions 1. On the next image there are 117 numbers 2. You have 20 seconds to count as high as possible starting from 1 3. The number 1 is located at the top left of the image. 4. Make a note of how high you were able to count 9

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11. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Example 2 Part 2 Instructions 1. When you go to the next slide you will be shown a similar image 2. You have a further 20 seconds and must start at 1 again which is in the same location 3. Make a note of how high you are able to count at the end of the 20 seconds 11

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13. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Most People & Why Ok with any luck you reached a much higher number the second time around? Why? The grid that overlaid the numbers allowed your sub conscious to identify the pattern within the numbers more easily So your intellectual effort was much less 13

14. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Is this important? Very much so, by reducing the intellectual effort needed, many benefits fall out (for example) People complete more (and so their productivity is increased) People feel the site was easy to use (their level of satisfaction is improved) Site layout can be altered to minimise effort and so improve ROI. 14

15. ©2011 The EMEA Enterprise Company ( TEEC) Limited. Confidential All rights reserved Please share your answers Your answers will be anonymous http://marketing.theenterprisecompany.com/mk /get/examplesurveyanswers We will publish the results in every month 15