Download pdf - Think, Feel, Do – presentations that change behaviour

FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter

Finding&Communica-ngtheStoryLesson4of4(2017series)

Think,Feel,Do!

Presenta-onsthatchangebehaviour

RayPoynter

December2017


Agenda1.  Why?

2.  Do!3.  Think4.  Feel5.  LinkingstorytellingandThink,Feel,Do!


Example


MoviePopcornCenterforScienceinthePublicInterest(CSPI)In1994itrevealedMediumbagofpopcorn=37gramssaturatedfatUSDA(UnitedStatedDepartmentforAgriculture)Recommendedmaximum=20grams

MadetoSTck–ChipandDanHeath

2037

0

20

40

GramsFat

USDA

Popcorn


Why?


BehaviouralEconomics

Whichwouldyoupick?

A.  80%chanceofsurvival

B.  20%chanceofdeath

AispickedtwiceasoTenasB

TheFeelchangestheDo


System1andSystem2System1HeurisTcs,veryfast,usuallyright,90%+ofalldecisionsDrivingacar,choosingtoothpaste,calculate2+2

System2CogniTon,slow,energysapping,onlyusedwhennecessaryBuyingafridgeorfreezer,drivingacarwhenyouwerefirstlearning,calculaTng4*17*6


ChangingBehaviour


ChangingBehaviourInformtherider

(Think)

Mo-vatetheelephant(Feel)

Shapethepath(Do)


WhenDesigningtheStudyShouldwestartwith?

1.  ThebusinessquesTonbeingaddressed2.  Thedata3.  TheacTonswewanttocause?

✓


WhenFindingtheStoryShouldwestartwith?

1.  ThebusinessquesTonbeingaddressed2.  Thedata3.  TheacTonswewanttocause?

✓


WhenDesigningthePresenta-onShouldwestartwith?

1.  ThebusinessquesTonbeingaddressed2.  Thedata3.  TheacTonswewanttocause? ✓


Do!


Do?•  Launchtheproduct•  ChooseopTonA•  AddresscustomerdissaTsfacTonwithcheck-inandcatering

•  Domoreresearch•  Canceltheproject•  Keepdoingexactlywhatyouaredoing…


FindingtheDo

BusinessQuesTon

BusinessContext

Yourdataandanalysis

Do!MRnotneeded Not

viable

Irrelevant


TipsAboutDo!

•  AskquesTons•  Assesswhattheclienthasdoneinthepast•  Assesswhattheyarethinkingofdoing•  Testyourideasinadvance•  Linkthe‘Do’toThinkandFeel


Think


ChangingBehaviourInformtherider

(Think)

AsresearchersourrecommendaTonsarebasedonevidenceWhenpeoplecheck,thefactsarerightTheevidencejusTfiesthestorytellingandtheemoTon


Swot–CombiningInsights&Strategy

Strengths Weaknesses

OpportuniTes Threats


ConversionModel

Convert

Weaknesses

Strengths

Match

Strengths

OpportuniTes

Convert

Threats

OpportuniTes


MRisGreatatThink


Feel


MoviePopcorn


2037

0

20

40

GramsFat

USDA

Popcorn


MoviePopcorn–Think,Feel,Do•  Think,the‘facts’:–  Popcornhassaturatedfat,saturatedfatisnotgood,therearelimits

•  Feel–  3junkmealsinonedayisdumb/gross

•  Do– Whenyouareabouttobuypopcorn,thinkaboutallthatfat,feelabitsick/scared,dotradedownorout


Think,Feel,Do•  Think–  ThefactsaresTllimportant,theyareplanormthateverythingelseisbuilton.

•  Feel–  Peoplerarelychangetheirbeliefsorbehaviourbecauseofthefacts–changehappensattheemoTonallevel.

•  Do–  EverystoryshouldbeaimedatcreaTnganoutcome,anacTonthatthetellerwantstherecipienttodo.


StorytellingandThink,Feel,Do!


Think,Feel,Do!

FindtheDo! • WhatistheDoyouwanttoachieve?

WhatThinkisneeded? • Removetheunnecessary

DeveloptheFeel

• StorylinkstheThinktotheDo


MoviePopcorn


2037

0

20

40

GramsFat

USDA

Popcorn


MoviePopcornWhatwasleTout?

•  Otherthingsinthepopcorn,e.g.salt&sugar

•  Largebagofpopcorn•  Otherfoodseateninmovietheatres

•  Othercomparators,e.g.normaldailymeal


RobustSimplifica-on

MoviePopcornDataAboutdoubleyourdailyfatallowance

VisualStoryAday’sworthofunhealthyfood


UsingImages

RayPoynter,TheFuturePlace,2018

32

Many Insights Arise from the Unexpected

Look for the Unexpected


LookforContradic-ons


UsingVideo

1000custsatinterviewsshowing

dipinNPSAvideoofoneangrycustomer


UsingWordsThesenTmentscoreforNorthernRailwas-20%

Greathelpfromtrainstaffthismorningwhenmybagbroke

Trainwasdirty,lateandthewi-fi

didn’twork

10%

30%

UsingCharts

SethGodinWikipedia


KeyFactorsForStorytelling

•  WhatistheDo?

•  WhatThinkandFeelareavailable?

•  Theaudience?•  Theformat(e.g.face-to-faceversusreport)?

•  IsitGoodNewsorBadNews?


GoodandBadNews•  Therearefourtypicalstories– Goodnews– Goodnewswithcaveats–  BadnewswithsomeopTons–  Badnews

•  Thestorytellingforthesefourcasesisdifferent•  GoodnewsandbadnewsisdefinedbywhattheclientwantedANDwhattheresearchfinds


BadNews•  5stagesofgrief–  Anger,Denial,Bargaining,Depression,Acceptance

•  OnepresentaTon/reportrarelytacklesallthestagesofbadnews

•  ‘Facts’arerarelyenoughtopersuade–  EmoTonsarethekey–acustomervideocanbemorepowerfulthananyamountofanalysis

•  GobacktoapointwheretheexpectaTonsmatchthefindingsandbuildfromthere


Narra-veFlow

•  Abeginning,middle,andend

•  Theflowshouldbelinear•  Usestorytellingdevices(humour,personalanecdotes,interacTonetc)toenhancetheflow

•  Ensuretheaudienceareonthesamepath(e.g.redundancy,interacTon,summaries)


Examples

•  InconvenientTruth•  Uglyvegetables•  UPL•  BabiesandReligion


Background Data Do

Frenchconsumershadshitedtobuying‘perfect’fruitandvegetables

Thousandsoftonsoffoodwerebingwasted:1)  InproducTon2)  Instores3)  Athome

Boostthepurchaseanduseofimperfectfruitandvegetables

2013 Intermarché, France’s third largest supermarket chain launched its ‘les fruits & légumes moches’ campaign – ‘Inglorious fruits & vegetables’


Implementa-on

1.  AdverTsingCampaign–tacklingthe‘problem’headonandmakingthesearchforperfecTonridiculous

2.  Changepurchaseprocesses–solessiswastedinbuying/shipping

3.  HavepointofsaleacTviTes–sopeopleareremindedin-storeandthepathtotakingpartismadesmoother

4.  30%pricesreducTonforingloriousfruit&vegetables

Links back to ‘five a day’ a healthy eating campaign

Bought the products the farmers usually throw away Gave them their own place in the store Special mention on sales receipts 30% price reduction

Trial soup and juice given away 1.2 tons sold per store (on average) in the first 2 days 24% more people visiting the store Social media conversations created – over 13 million people reached after 1 month


BEandIngloriousFruit&Vegetables

A.   Inform the Driver (System 2) Think 5 portions of fruit a day is necessary, but can be expensive

B.   Motivate the Elephant (System 1) Feel Make fun of perfection, get people to taste the soup and juice, offer price reductions

C.   Shape the Path (System 1) Do Special location in the store, POS activities & remind people via the receipt


UPLandinsights•  DevelopedbyBristol-MeyersSquibb,nowopensource

•  UPLcanhelpyoulearnfrompaTents

•  CommunicatewithpaTents

•  Includes:•  Useplainlanguage•  Communicatevisually•  Formatmaterialsfor

understanding•  Designfordigitalfirst

Tradi-onalCommunica-onImmuno-oncology


UPL–example1.1


UPLExample1.2


UPLExample1.3

The analogy shows different ways of treating cancer, like dealing with weeds. The analogy shows that treatment can kill good cells as well as cancer cells.


HansRosling–Religion&Babies


Qatar2012



Oh,IAlreadyKnewThat

•  Ifyoudoagreatjobon‘Feel’youwillotenhear‘Oh,Ialreadyknewthat’

•  Thisisamarkofsuccess

•  Youcommunicatedyourideasowellthatrecipient‘feels’itisright

•  Whenitfeelsright,itismorelikelytobeactedon–especiallyifyoucanshapethepath


TopTips

1.  StartbyidenTfyingtheDo!2.  ChecktheDo!inadvance–yourfirstidea

willnormallyneedrefining

3.  BaseitonThink

4.  CreateitusingFeel


ThankYou!

FollowmeonTwiaer@RayPoynter

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Q&A

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