=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...betw...
29rapid turnover of popularityshort-tail distributionSpace withinlong-tail plotAdapted from Bentley Earls O’Brien“I’ll hav...
IndependentchoiceCopyingThe Church ofTouchdown Jesus,Monroe, Ohio
Signature patterns in dataDiffusion through a populationby individuals discovering thesuperior qualities of the productind...
Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the I...
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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 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

    1. 1. =Exploring our ideas about human naturethrough gamesExploring our ideas about human naturethrough games
    2. 2. 22HEY HO LET’S GO!
    3. 3. #sorting
    4. 4. 44TextsearchSource: Tim Etchells
    5. 5. 55Textsearch
    6. 6. 66
    7. 7. 77#mundanesuperheroes
    8. 8. #Drawmetheconsumer
    9. 9. #circlecounting
    10. 10. #gifting
    11. 11. #storytelling
    12. 12. #monsters
    13. 13. #3secrets
    14. 14. #singlofty
    15. 15. #inbetweenies
    16. 16. #mysocialworld
    17. 17. 1818#bandmaker
    18. 18. 1919#brokentelephone
    19. 19. 2020#bandmaker
    20. 20. Source: Tim Etchells
    21. 21. 2222
    22. 22. 2323
    23. 23. 2424Source: Tim Etchells
    24. 24. 2525#humanmachine
    25. 25. 2626Source: Tim Etchells
    26. 26. 2731
    27. 27. 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
    28. 28. 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
    29. 29. IndependentchoiceCopyingThe Church ofTouchdown Jesus,Monroe, Ohio
    30. 30. 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

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