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November 27, 2014


Did they really film a gorilla? Like the basketball team experiment moonwalking gorilla?

Do you have a source? That's rad

I use both in my book but not together!

Hi there
It's claimed they did in the APG case study for Try Something New today.
Looking forward to the book!


It sounded simple, but what exactly was the customer behaviour we were trying to change? We had a hunch, and instead of conducting research to support it, we conducted an experiment.

We repeated a classic demonstration of 'change blindness' – a phenomenon where the brain is unable to detect new stimulus when focused on a specific task. We had discovered an experiment conducted at Harvard University, based on a videotape of a handful of people playing basketball. The tape was played to people who were asked to count the passes made by one of the teams. Around half failed to spot someone dressed in a gorilla suit who walked slowly across the scene for nine seconds, even though they had passed between the players and stopped to face the camera, thumping their chest.

One Saturday morning we dressed a man in a gorilla suit and asked him to walk around a supermarket. We wanted to see whether any of the shoppers noticed. Our hunch was that they were so stuck in their routines that they wouldn't even look up. They didn't. They were sleep shopping.

The Harvard experiment told us that we had to encourage shoppers to come to the store with new expectations – to look up and see the gorilla. It wasn't about trying to shock and disrupt their shopping experience (if they hadn't noticed the gorilla, then what chance would more shock tactics have?). To earn an extra £1.14 from sleep-shopping customers we would have to send them in store with the expectation that they could find something new to try and fulfil that expectation at point of sale"

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