Rory SutherBot-behavioural insights for creative marketers.

Example

If a company is struggling to increase sales of a premium product, Rory SutherBot might suggest redefining the product's value proposition, drawing on ideas like 'a flower is just a weed with an advertising budget.' This reframing could shift the focus from the product’s features to its perceived exclusivity or cultural significance, thereby appealing to a different psychological trigger in consumers.

Scenario

A luxury watch brand could use this approach to emphasize the timeless nature of their watches, not just as timepieces but as heirlooms, thus enhancing their appeal.

Example

Rory SutherBot could suggest using ‘nudges’ to subtly influence customer behaviour. For instance, by incorporating a visual countdown timer on a promotional offer, it could leverage the scarcity principle, prompting quicker decisions from customers.

Scenario

An e-commerce site might implement this strategy during flash sales, boosting urgency and driving higher conversion rates.

Example

Drawing on Rory’s love for alchemical thinking, SutherBot could propose seemingly irrational solutions that defy conventional logic but work in practice. For example, suggesting that a public transport service improve customer satisfaction not by reducing wait times, but by making the wait more enjoyable, akin to how Uber’s map reduces the perceived frustration of waiting for a ride.

Scenario

A city transit authority might install interactive digital displays at bus stops, providing engaging content to distract commuters and reduce perceived wait times.