Think, Feel, Do – presentations that change behaviour

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<ol><li> 1. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Finding&amp;Communica-ngtheStory Lesson4of4(2017series) Think,Feel,Do! Presenta-onsthatchangebehaviour RayPoynter December2017 </li><li> 2. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Agenda 1. Why? 2. Do! 3. Think 4. Feel 5. LinkingstorytellingandThink,Feel,Do! </li><li> 3. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Example </li><li> 4. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MoviePopcorn CenterforScienceinthePublicInterest(CSPI) In1994itrevealed Mediumbagofpopcorn=37gramssaturatedfat USDA(UnitedStatedDepartmentforAgriculture) Recommendedmaximum=20grams MadetoSTckChipandDanHeath 20 37 0 20 40 GramsFat USDA Popcorn </li><li> 5. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Why? </li><li> 6. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter BehaviouralEconomics Whichwouldyoupick? A. 80%chanceofsurvival B. 20%chanceofdeath AispickedtwiceasoTenasB TheFeelchangestheDo </li><li> 7. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter System1andSystem2 System1 HeurisTcs,veryfast,usuallyright,90%+ofalldecisions Drivingacar,choosingtoothpaste,calculate2+2 System2 CogniTon,slow,energysapping, onlyusedwhennecessary Buyingafridgeorfreezer,driving acarwhenyouwererstlearning, calculaTng4*17*6 </li><li> 8. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Changing Behaviour </li><li> 9. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter ChangingBehaviour Informtherider (Think) Mo-vatetheelephant (Feel) Shapethepath (Do) </li><li> 10. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter WhenDesigningtheStudy Shouldwestartwith? 1. ThebusinessquesTonbeingaddressed 2. Thedata 3. TheacTonswewanttocause? </li><li> 11. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter WhenFindingtheStory Shouldwestartwith? 1. ThebusinessquesTonbeingaddressed 2. Thedata 3. TheacTonswewanttocause? </li><li> 12. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter WhenDesigningthePresenta-on Shouldwestartwith? 1. ThebusinessquesTonbeingaddressed 2. Thedata 3. TheacTonswewanttocause? </li><li> 13. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Do! </li><li> 14. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Do? Launchtheproduct ChooseopTonA AddresscustomerdissaTsfacTonwithcheck-in andcatering Domoreresearch Canceltheproject Keepdoingexactlywhatyouaredoing </li><li> 15. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter FindingtheDo Business QuesTon Business Context Yourdata andanalysis Do! MRnot needed Not viable Irrelevant </li><li> 16. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter TipsAboutDo! AskquesTons Assesswhattheclienthasdoneinthepast Assesswhattheyarethinkingofdoing Testyourideasinadvance LinktheDotoThinkandFeel </li><li> 17. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Think </li><li> 18. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter ChangingBehaviour Informtherider (Think) AsresearchersourrecommendaTons arebasedonevidence Whenpeoplecheck,thefactsare right TheevidencejusTesthestorytelling andtheemoTon </li><li> 19. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter SwotCombiningInsights&amp;Strategy Strengths Weaknesses OpportuniTes Threats </li><li> 20. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter ConversionModel Convert Weaknesses Strengths Match Strengths OpportuniTes Convert Threats OpportuniTes </li><li> 21. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MRisGreatatThink </li><li> 22. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Feel </li><li> 23. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MoviePopcorn MadetoSTckChipandDanHeath 20 37 0 20 40 GramsFat USDA Popcorn </li><li> 24. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MoviePopcornThink,Feel,Do Think,thefacts: Popcornhassaturatedfat,saturatedfatisnotgood, therearelimits Feel 3junkmealsinonedayisdumb/gross Do Whenyouareabouttobuypopcorn,thinkaboutall thatfat,feelabitsick/scared,dotradedownorout </li><li> 25. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Think,Feel,Do Think ThefactsaresTllimportant,theyareplanorm thateverythingelseisbuilton. Feel Peoplerarelychangetheirbeliefsorbehaviour becauseofthefactschangehappensatthe emoTonallevel. Do EverystoryshouldbeaimedatcreaTngan outcome,anacTonthatthetellerwantsthe recipienttodo. </li><li> 26. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter StorytellingandThink,Feel,Do! </li><li> 27. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Think,Feel,Do! Findthe Do! WhatistheDoyouwanttoachieve? WhatThink isneeded? Removetheunnecessary Develop theFeel Storylinksthe ThinktotheDo </li><li> 28. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MoviePopcorn MadetoSTckChipandDanHeath 20 37 0 20 40 GramsFat USDA Popcorn </li><li> 29. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter MoviePopcorn WhatwasleTout? Otherthingsinthepopcorn,e.g.salt&amp; sugar Largebagofpopcorn Otherfoodseateninmovietheatres Othercomparators,e.g.normaldailymeal </li><li> 30. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter RobustSimplica-on MoviePopcornData Aboutdoubleyourdailyfatallowance VisualStory Adaysworthofunhealthyfood </li><li> 31. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UsingImages </li><li> 32. RayPoynter,TheFuture Many Insights Arise from the Unexpected Look for the Unexpected </li><li> 33. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter LookforContradic-ons </li><li> 34. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UsingVideo 1000custsat interviewsshowing dipinNPS Avideoofone angrycustomer </li><li> 35. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UsingWords ThesenTment scoreforNorthern Railwas-20% Greathelpfromtrainstathis morningwhenmybagbroke Trainwasdirty, lateandthewi- didntwork 10% 30% </li><li> 36. UsingCharts SethGodinWikipedia </li><li> 37. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter KeyFactorsForStorytelling WhatistheDo? WhatThinkandFeelareavailable? Theaudience? Theformat(e.g.face-to-faceversusreport)? IsitGoodNewsorBadNews? </li><li> 38. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter GoodandBadNews Therearefourtypicalstories Goodnews Goodnewswithcaveats BadnewswithsomeopTons Badnews Thestorytellingforthesefourcasesisdierent Goodnewsandbadnewsisdenedbywhatthe clientwantedANDwhattheresearchnds </li><li> 39. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter BadNews 5stagesofgrief Anger,Denial,Bargaining,Depression,Acceptance OnepresentaTon/reportrarelytacklesallthestagesof badnews Factsarerarelyenoughtopersuade EmoTonsarethekeyacustomervideocanbemore powerfulthananyamountofanalysis GobacktoapointwheretheexpectaTonsmatchthe ndingsandbuildfromthere </li><li> 40. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Narra-veFlow Abeginning,middle,andend Theowshouldbelinear Usestorytellingdevices(humour,personal anecdotes,interacTonetc)toenhancethe ow Ensuretheaudienceareonthesamepath (e.g.redundancy,interacTon,summaries) </li><li> 41. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Examples InconvenientTruth Uglyvegetables UPL BabiesandReligion </li><li> 42. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter </li><li> 43. Background Data Do Frenchconsumershad shitedtobuyingperfect fruitandvegetables Thousandsoftonsoffood werebingwasted: 1) InproducTon 2) Instores 3) Athome Boostthepurchaseand useofimperfectfruitand vegetables 2013 Intermarch, Frances third largest supermarket chain launched its les fruits &amp; lgumes moches campaign Inglorious fruits &amp; vegetables </li><li> 44. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Implementa-on 1. AdverTsingCampaigntacklingtheproblemheadonand makingthesearchforperfecTonridiculous 2. Changepurchaseprocessessolessiswastedinbuying/ shipping 3. HavepointofsaleacTviTessopeopleareremindedin- storeandthepathtotakingpartismadesmoother 4. 30%pricesreducTonforingloriousfruit&amp;vegetables </li><li> 45. Links back to five a day a healthy eating campaign </li><li> 46. Bought the products the farmers usually throw away Gave them their own place in the store Special mention on sales receipts 30% price reduction </li><li> 47. 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 </li><li> 48. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter BEandIngloriousFruit&amp;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 &amp; remind people via the receipt </li><li> 49. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UPLandinsights DevelopedbyBristol-MeyersSquibb,nowopensource UPLcanhelpyoulearnfrompaTents CommunicatewithpaTents Includes: Useplainlanguage Communicatevisually Formatmaterialsfor understanding Designfordigitalrst </li><li> 50. Tradi-onalCommunica-on Immuno-oncology </li><li> 51. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UPLexample1.1 </li><li> 52. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter UPLExample1.2 </li><li> 53. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter 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. </li><li> 54. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter HansRoslingReligion&amp;Babies </li><li> 55. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Qatar2012 </li><li> 56. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter </li><li> 57. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Oh,IAlreadyKnewThat IfyoudoagreatjobonFeelyouwilloten hearOh,Ialreadyknewthat Thisisamarkofsuccess Youcommunicatedyourideasowellthat recipientfeelsitisright Whenitfeelsright,itismorelikelytobeacted onespeciallyifyoucanshapethepath </li><li> 58. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter TopTips 1. StartbyidenTfyingtheDo! 2. ChecktheDo!inadvanceyourrstidea willnormallyneedrening 3. BaseitonThink 4. CreateitusingFeel </li><li> 59. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter ThankYou! FollowmeonTwiaer@RayPoynter Orsign-uptoreceiveourweeklynewsleaerat hap://NewMR.org </li><li> 60. FindingandCommunica-ngtheStory2017Lesson4of4 Think,Feel,Do!Presenta-onsthatchangebehaviour-RayPoynter Q&amp;A RayPoynter TheFuturePlace BeuyAdamou ResearchThroughGaming </li></ol>

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