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Good ideas are not enough. They have to be bought. elaboratum and Horizon: developing products with behavioural science and testing them on purchase behaviour.
In English, 30 minutes. Click a chapter to jump to that point.
00:00 Welcome
01:14 Introducing elaboratum and Horizon
03:09 Why products get built past the customer
05:33 What behavioural science adds to product development
07:49 Behavioural product design: the process
09:53 From product vignette to concept
11:38 Why concepts need a real buying situation
13:42 How a painted door test works
15:35 Two fields of use: early and shortly before launch
16:51 Example: insurance with a partner
21:16 Unit economics for the business case
22:29 What you take away
25:14 Questions from the audience
Webinar · Recording · English
Partner session · Concepts · Insurance
Good ideas are not enough. They have to be bought.
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