Think, Feel, Do – presentations that change behaviour
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Transcript of 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
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Agenda1. Why?
2. Do!3. Think4. Feel5. LinkingstorytellingandThink,Feel,Do!
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Example
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MoviePopcornCenterforScienceinthePublicInterest(CSPI)In1994itrevealedMediumbagofpopcorn=37gramssaturatedfatUSDA(UnitedStatedDepartmentforAgriculture)Recommendedmaximum=20grams
MadetoSTck–ChipandDanHeath
2037
0
20
40
GramsFat
USDA
Popcorn
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Why?
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
BehaviouralEconomics
Whichwouldyoupick?
A. 80%chanceofsurvival
B. 20%chanceofdeath
AispickedtwiceasoTenasB
TheFeelchangestheDo
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
System1andSystem2System1HeurisTcs,veryfast,usuallyright,90%+ofalldecisionsDrivingacar,choosingtoothpaste,calculate2+2
System2CogniTon,slow,energysapping,onlyusedwhennecessaryBuyingafridgeorfreezer,drivingacarwhenyouwerefirstlearning,calculaTng4*17*6
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
ChangingBehaviour
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
ChangingBehaviourInformtherider
(Think)
Mo-vatetheelephant(Feel)
Shapethepath(Do)
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
WhenDesigningtheStudyShouldwestartwith?
1. ThebusinessquesTonbeingaddressed2. Thedata3. TheacTonswewanttocause?
✓
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
WhenFindingtheStoryShouldwestartwith?
1. ThebusinessquesTonbeingaddressed2. Thedata3. TheacTonswewanttocause?
✓
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
WhenDesigningthePresenta-onShouldwestartwith?
1. ThebusinessquesTonbeingaddressed2. Thedata3. TheacTonswewanttocause? ✓
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Do!
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Do?• Launchtheproduct• ChooseopTonA• AddresscustomerdissaTsfacTonwithcheck-inandcatering
• Domoreresearch• Canceltheproject• Keepdoingexactlywhatyouaredoing…
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
FindingtheDo
BusinessQuesTon
BusinessContext
Yourdataandanalysis
Do!MRnotneeded Not
viable
Irrelevant
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
TipsAboutDo!
• AskquesTons• Assesswhattheclienthasdoneinthepast• Assesswhattheyarethinkingofdoing• Testyourideasinadvance• Linkthe‘Do’toThinkandFeel
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Think
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
ChangingBehaviourInformtherider
(Think)
AsresearchersourrecommendaTonsarebasedonevidenceWhenpeoplecheck,thefactsarerightTheevidencejusTfiesthestorytellingandtheemoTon
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Swot–CombiningInsights&Strategy
Strengths Weaknesses
OpportuniTes Threats
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
ConversionModel
Convert
Weaknesses
Strengths
Match
Strengths
OpportuniTes
Convert
Threats
OpportuniTes
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MRisGreatatThink
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Feel
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MoviePopcorn
MadetoSTck–ChipandDanHeath
2037
0
20
40
GramsFat
USDA
Popcorn
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MoviePopcorn–Think,Feel,Do• Think,the‘facts’:– Popcornhassaturatedfat,saturatedfatisnotgood,therearelimits
• Feel– 3junkmealsinonedayisdumb/gross
• Do– Whenyouareabouttobuypopcorn,thinkaboutallthatfat,feelabitsick/scared,dotradedownorout
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Think,Feel,Do• Think– ThefactsaresTllimportant,theyareplanormthateverythingelseisbuilton.
• Feel– Peoplerarelychangetheirbeliefsorbehaviourbecauseofthefacts–changehappensattheemoTonallevel.
• Do– EverystoryshouldbeaimedatcreaTnganoutcome,anacTonthatthetellerwantstherecipienttodo.
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
StorytellingandThink,Feel,Do!
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Think,Feel,Do!
FindtheDo! • WhatistheDoyouwanttoachieve?
WhatThinkisneeded? • Removetheunnecessary
DeveloptheFeel
• StorylinkstheThinktotheDo
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MoviePopcorn
MadetoSTck–ChipandDanHeath
2037
0
20
40
GramsFat
USDA
Popcorn
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
MoviePopcornWhatwasleTout?
• Otherthingsinthepopcorn,e.g.salt&sugar
• Largebagofpopcorn• Otherfoodseateninmovietheatres
• Othercomparators,e.g.normaldailymeal
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
RobustSimplifica-on
MoviePopcornDataAboutdoubleyourdailyfatallowance
VisualStoryAday’sworthofunhealthyfood
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UsingImages
RayPoynter,TheFuturePlace,2018
32
Many Insights Arise from the Unexpected
Look for the Unexpected
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
LookforContradic-ons
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UsingVideo
1000custsatinterviewsshowing
dipinNPSAvideoofoneangrycustomer
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UsingWordsThesenTmentscoreforNorthernRailwas-20%
Greathelpfromtrainstaffthismorningwhenmybagbroke
Trainwasdirty,lateandthewi-fi
didn’twork
10%
30%
UsingCharts
SethGodinWikipedia
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
KeyFactorsForStorytelling
• WhatistheDo?
• WhatThinkandFeelareavailable?
• Theaudience?• Theformat(e.g.face-to-faceversusreport)?
• IsitGoodNewsorBadNews?
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
GoodandBadNews• Therearefourtypicalstories– Goodnews– Goodnewswithcaveats– BadnewswithsomeopTons– Badnews
• Thestorytellingforthesefourcasesisdifferent• GoodnewsandbadnewsisdefinedbywhattheclientwantedANDwhattheresearchfinds
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
BadNews• 5stagesofgrief– Anger,Denial,Bargaining,Depression,Acceptance
• OnepresentaTon/reportrarelytacklesallthestagesofbadnews
• ‘Facts’arerarelyenoughtopersuade– EmoTonsarethekey–acustomervideocanbemorepowerfulthananyamountofanalysis
• GobacktoapointwheretheexpectaTonsmatchthefindingsandbuildfromthere
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Narra-veFlow
• Abeginning,middle,andend
• Theflowshouldbelinear• Usestorytellingdevices(humour,personalanecdotes,interacTonetc)toenhancetheflow
• Ensuretheaudienceareonthesamepath(e.g.redundancy,interacTon,summaries)
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Examples
• InconvenientTruth• Uglyvegetables• UPL• BabiesandReligion
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
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’
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
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
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
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
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UPLandinsights• DevelopedbyBristol-MeyersSquibb,nowopensource
• UPLcanhelpyoulearnfrompaTents
• CommunicatewithpaTents
• Includes:• Useplainlanguage• Communicatevisually• Formatmaterialsfor
understanding• Designfordigitalfirst
Tradi-onalCommunica-onImmuno-oncology
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UPL–example1.1
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
UPLExample1.2
FindingandCommunica-ngtheStory2017–Lesson4of4Think,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.
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
HansRosling–Religion&Babies
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Qatar2012
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
Oh,IAlreadyKnewThat
• Ifyoudoagreatjobon‘Feel’youwillotenhear‘Oh,Ialreadyknewthat’
• Thisisamarkofsuccess
• Youcommunicatedyourideasowellthatrecipient‘feels’itisright
• Whenitfeelsright,itismorelikelytobeactedon–especiallyifyoucanshapethepath
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
TopTips
1. StartbyidenTfyingtheDo!2. ChecktheDo!inadvance–yourfirstidea
willnormallyneedrefining
3. BaseitonThink
4. CreateitusingFeel
FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
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FindingandCommunica-ngtheStory2017–Lesson4of4Think,Feel,Do!–Presenta-onsthatchangebehaviour-RayPoynter
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