424. Mastering Project Scoping with Questions: Insights from Mars w/ Beatrix Daros (Refreshed Episode)

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In this episode of The Brainy Business podcast, Melina Palmer explores the power of questions in project scoping with Beatrix Daros. Originally aired in 2022, this episode revisits their collaborative work from 2019, focusing on leveraging behavioral economics to enhance project outcomes. Beatrix emphasizes the importance of balancing technology with deep human connections, a principle she applied while working on Mars' KIND brand. As you listen, consider how clearly Beatrix articulates their value proposition and approach, and think about how this clarity can be applied to your own business practices.

Beatrix shares insights on the global differences in snacking habits and health perceptions, the role of ethnographic studies, and the significant impact of regulatory changes on product placement and marketing strategies. The episode also delves into the innovative use of virtual reality for consumer testing during the pandemic, highlighting how technology can expedite and enhance research processes. This episode is packed with valuable lessons on using behavioral science and technology to drive successful project outcomes.

In this episode:

• Discover the impact of asking the right questions to scope projects effectively.
• Learn about the global differences in snacking habits and health perceptions.
• Explore the use of virtual reality and technology in consumer research.
• Understand the importance of balancing technology with deep human connections.
• Gain insights into navigating regulatory changes and their impact on marketing strategies.

Show Notes:

00:00:00 - Introduction, Melina introduces the episode and guest, Beatrix Daros, highlighting their collaborative work on leveraging behavioral science for project scoping.

00:06:07 - Beatrix Daros' Background Beatrix shares her career journey at Mars and her role in consumer intelligence, focusing on the KIND brand.

00:10:40 - Global Snacking Habits Beatrix discusses the differences in snacking habits and health perceptions across various countries, emphasizing the importance of ethnographic studies.

00:15:34 - Regulatory Challenges Beatrix explains the impact of regulatory changes, such as the HFSS regulation in the UK, on product placement and marketing strategies.

00:20:21 - Behavioral Science and Questionstorming Melina and Beatrix discuss the importance of using behavioral science and questionstorming to scope projects effectively and align team members.

00:24:15 - Ethnographic Studies Beatrix elaborates on the role of ethnographic studies in understanding consumer behavior and preferences.

00:28:57 - Virtual Reality in Consumer Research Beatrix shares how Mars leveraged virtual reality for consumer testing during the pandemic, highlighting its efficiency and effectiveness.

00:31:48 - Technology and Human Connection Discussion on balancing the use of technology with maintaining deep human connections in consumer research.

00:35:51 - Deep Human Connection Beatrix elaborates on KIND's focus on deep human connections and how it influences their approach to consumer engagement and product development.

00:39:22 - Future of Insights Beatrix discusses the future of consumer insights, emphasizing the balance between technology and human connection.

00:47:30 - Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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Connect with Beatrix:

• Beatrix on LinkedIn

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Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• A More Beautiful Question, by Warren Berger
• Decisions Over Decimals, by Christopher Frank, Paul Magnone and Oded Netzer
• What Your Customer Wants and Can’t Tell You (ep 147)
• Alchemy, by Rory Sutherland
• Both/And Thinking, by Wendy Smith and Marianne Lewis

Top Recommended Next Episode: Warren Berger Interview (ep 340)

Already Heard That One? Try These:

• Greta Harper Interview (ep 207)
• Sarah Wilson Interview (ep 206)
• Framing (ep 296)
• Questions or Answers? (ep 4)
• The Most Important Step In Applying Behavioral Economics: Understanding the Problem (ep 126)

Other Important Links:

• Brainy Bites - Melina’s LinkedIn Newsletter
• KIND Website