Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013
 

Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013

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The rich flowering of contemporary behavioral and cognitive science is revealing that many of marketing’s and market research’s basic assumptions about how people do what they do (and how we might ...

The rich flowering of contemporary behavioral and cognitive science is revealing that many of marketing’s and market research’s basic assumptions about how people do what they do (and how we might shape it) are… wrong.

This workshop encourages delegates to explore their implicit assumptions about human behaviour but in a fresh and participative way (rather than as a seminar): using the power of play and group games to experience and explore what can otherwise be rather dry and theoretical concepts.

And in order to make the output practical, Mark will encourage participants to reflect and revise any working ideas they have about human behavior and to develop a toolkit of practices and ideas to populate this new map.

This workshop is energetic, fun and participative!

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  • Good morning - delighted to be here Share with you a way of mapping human behaviour that seems to work well for lots of different behaviour change tasks: commercial-marketing, NGO/Charity and public policy. Not a panacea but we ’ ve found it really helps make the most of behaviour change
  • News story and then social diffusion If you want to spread your thing, your idea, your brand, you need to worry less about the LH and more about the RH
  • We ’ re not really interested in “ physics ” descriptions - precise, detailed (not least because the detail is elusive and slippery) Instead characterising behaviours in terms of social influence (Lo -Hi) And Directedness (lo-hi)

Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013 Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013 Presentation Transcript

  • =Exploring our ideas about human naturethrough gamesExploring our ideas about human naturethrough games
  • 22HEY HO LET’S GO!
  • #sorting
  • 44TextsearchSource: Tim Etchells
  • 55Textsearch
  • 66
  • 77#mundanesuperheroes
  • #Drawmetheconsumer
  • #circlecounting
  • #gifting
  • #storytelling
  • #monsters
  • #3secrets
  • #singlofty
  • #inbetweenies
  • #mysocialworld
  • 1818#bandmaker
  • 1919#brokentelephone
  • 2020#bandmaker
  • Source: Tim Etchells
  • 2222
  • 2323
  • 2424Source: Tim Etchells
  • 2525#humanmachine
  • 2626Source: Tim Etchells
  • 2731
  • 28CopyingExpertsCopyingPeersGuessworkConsideredchoiceA simple map(rooted in datapatterns)Few choicesMany choices 28...betweenthekatsAdapted from Bentley Earls O’Brien“I’ll have what she’s having”MIT Press 2011Space betweenSpace within
  • 29rapid turnover of popularityshort-tail distributionSpace withinlong-tail plotAdapted from Bentley Earls O’Brien“I’ll have what she’s having” MIT Press 2011Few choicesshort-tail plotMany choicesSpacebetweenslow turnoverof popularityrapid turnoverof popularity29...betweenthekatsUsing patterns tobuild a map
  • IndependentchoiceCopyingThe Church ofTouchdown Jesus,Monroe, Ohio
  • Signature patterns in dataDiffusion through a populationby individuals discovering thesuperior qualities of the productindependently of their peersDiffusion through a populationby individuals mostly learning fromeach other either about the qualityof the product or its social valueSpace betweenSpace within...betweenthe