This document discusses techniques for enhancing engagement in research and feedback based on the principles of behavioral science. It introduces Dan Stracey as the Chief Inspiration Officer of Dub, an organization that uses clients in their work. Key principles from Robert Cialdini's work are summarized, including reciprocation, commitment and consistency, and consensus. Specific techniques are presented for managing bias, enriching feedback quality, increasing participation and reducing costs when applying these principles.
7. CIALDINI’S 6 PRINCIPLES
The foot in the door (escalate request)
The door in the foot (scale down request)
Reciprocation (give first, people will give back)
Authority
Consistency (agree terms / requirements up front)
Consensus
8. BENEFITS
Manage bias
and effects
to your
advantage
Enrich
quality of
feedback
Increase
participation
(and reduce
attrition)
Lower
admin time
and costs
Experiment
and have
more fun
11. ENHANCING ENGAGEMENT
Share and
share alike
Temper
client needs
with the
interest of
consumers
Create a
story that
everyone will
want to be
part of
Avoid making
requests that
you would feel
uncomfortable
about fulfilling
Empower
participants
and cede
control of the
agenda
18. POSITIVE MANAGEMENT OF BIAS
Call out
great
feedback
Reveal what
‘good’ looks
like
Segment and
separately
target
groups
Ignore /
avoid
‘crowd-
pleasers’
Promote
openness
and honesty
Hello everyone, this is me Dan, and this is my company Dub
Background MR – worked industry 10 years GfK, TNS Research International, and for past 5 years online MR communities
I’ve run various short and long-term B2C and B2B programmes for the likes of ASDA Walmart, Virgin and Philips
Joined Dub earlier in the year, to help advise clients on best practice and design better research programmes, running a webinar programme (if interested to hear more do let me know)
Work we do at Dub turns the spotlight away from ideas, to the people themselves.
In essence We connect brands with customers in closed intensively moderated community networks.
As the network is invite only, we know who we are talking to (e.g. target customers particular product)
Agreeing ‘rules of engagement’ up front enables better scope (and flexibility) to enrich understanding and elicit insight using qual techniques
Included slide to give a flavour of some of the research brand and ad agencies that we work with.
Which currently includes an employee engagement programme with LinkedIn;
and a project for a major FMCG client to explore customer needs and justify a product with a super-premium price positioning.
In fact since 2007 run over 2K communities in total.
On to topic today Cialdini’s Principles Persuasion,..
quick intro to Cialdini (THE MAN, THE LEGEND), enjoying renaissances in recent time
First became aware at Uni during my studies as a Psychology student
Experimental social psychologist, for past 35 years – researched techniques of 'compliance professionals’ – countless IV’s sales, recruiters, advertisers, fundraisers
So why should we be interested? Because as DP argues we are all in sales.
moving other people to part with resources – tangible aspects like cash, or intangible (time, effort or attention)
DP’s work estimates that we A) Spend up to 40% time engaged in non-sales selling – persuading, influencing and convincing
COMMUNITY / CROWDSOURCING / BARGAINING FOR PPLS TIME AND INTEREST
Would all like to believe consider all available info before making decision, reality something quite different
Categories are governed by fundamental PSY principles direct / have a major impact on human behaviour
Increasingly overloaded / reduce cognitive workload resort to mental shortcuts / rules of thumb
Susceptible to these effects which can produce an automatic almost mindless compliance
Employed in ethical manner can significantly increase prospect ppl comply with request
Offers number of advantages:
Being mindful, design better research and enhance participation from advocates, to dissenters, to the SILENT MAJORITY
Thus increasing the prospect of enriching unique insights into attitudes and behaviours
First of three principles covering today. Put simply – people feel obliged to give when they receive
if a somebody sends you a bday present we'll make sure we remember their bday
If invited to party, we’ll be much more likely to invite them to our own
Social context, bargaining for peoples time and commitment
To illustrate power of this effect – C conducted research in restaurants
Various gifts presented at the end of a meal, hand wipes, mints, complimentary drinks
When a waiter places single mint 3% increase in the tips given, 2 X quadruples,
however if waiter provides one mint, pauses returns and says for your lovely people here’s another tips increases by 23%
Crucial thing – Be first to give, provide a gift that is personalised and ensure that is unexpected
Effective research or crowdsourcing programme? Consider duty of ourselves as Researcher / Marketeer in question:
First share and share alike – establishing trust and rapport (onboarding), consider intrinsic reward prior to research agenda
Story everyone part of crucial
Empowerment and ceding control e.g. sending people out on shopper missions, or asking them to susbtitute typical products and report on your clients brand
quite simply our obsessive desire to be (and appear consistent) with things they have said and done
Once a choice has been made, or a stand taken, people will encounter personal and interpersonal pressures to yield but behave consistently with that earlier commitment
Why? Simple reason that society values and rewards commitment to values. It is important to be seen as a consistent - Somebody who is helpful, loyal, trusted, reliable
This provides reasonable and gainful orientation, establishes positive relationships
To illustrate the case in point – theme of gambling following the recent Grand National
Cialdini’s highlights research by pair of Canadian Psychologists
Discovered after placing bet, much more confident of horses chances of winning race
nothing about horses, as it was the same track, same horses, same riders
30 secs before tentative and uncertain AFTER rated selves significantly more confident and self assured
Why? convinced themselves they had made the right choice, and no doubt felt better for it
Research reveals… 1) The more public the commitment, the more that people are likely to comply 2) Written commitments more effective than verbal ones
Enhance compliance actively look for and seek small commitments that CAN BE MADE
Research revealed few willing to erect unsightly drive safely board on lawn
However in a nearby area 4 X number of residents complied to the request
Difference? 10 days previously agreed to place sign in window indicating their support for the campaign…
Used to great effect at Drs surgerys – 18% reduction missed appointments when patients note time and date on card
What does this mean for crowdsourcing?
- Stating rules of engagement up front, gaining agreement F2F (ideally in writing)
Programme requests should be scaled up, gaining trust and consent
Reinforce noting that people behaving positively
Reveal the impact being made promote quality of feedback and commitment
People turn to the behaviour of others when then are unsure of how to behave – one of the reasons why canned laughter has been prevalent in Sitcomes
Likely if staying at hotel, seen small card persuading re-use towel
- Point attention to benefits – linked to saving the environment, leads to 35% compliance
- Overall 75% staying 4-nights re-use at least once
- When this info is presented back– increased by further 26%
Point to what others are doing (in particular other similar others) much more likely to comply