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Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Sense-making:		a	challenge	to	Behavioural	Insights	
	
Sue	Bell	&	Suzanne	Burdon
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Sense-making:	a	challenge	to	Behavioural	Insights
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Sense	Making	Gurus	
ARE	YOU	UP	
FOR	THE	
CHALLENGE?
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Decisions	aren’t	always		
what	they	seem
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Sense-making	not	decision-making	
Some	decisions	just	come	
to	you	
SomeKmes	you	have	to	
figure	things	out	
SomeKmes	you	just	want	
to	get	something	done	
LifeKme	of	experience
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Suzanne	
photo	
	
The	under-appreciated	drive	for	sense-making.	Nick	Chater,	George	
Loewenstein.	Journal	of	Economic	Behaviour	and	OrganizaCon.	17	December	
2015.	
The	drive	to	make	things	make	sense	
“	The	drive	for	sense	making	...		mo3vates	people	to	gather,	
a8end	to	and	process	informa3on	in	a	fashion	that	augments	
and	complements	autonomous	sense-making,	explains		
curiosity,	boredom,	informa3on	avoidance,	aesthe3cs,	why	we	
care	about	others’	beliefs,	the	importance	of	narra3ve	and	the	
role	of	the	good	life	in	human	decision–making.”
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
The	drive	to	make	things	make	sense
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Sense-making	in	the	brain	Suzanne	
photo
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Some	sense-making	is		
below	the	level	of	aCenDon		
sensory	cues	
emoKons	
experiences	
expectaKons	
observaKons	
Self	and	idenKty	
culture
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Imagine….
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
How	people	make	sense	of	things	
Signs	and	clues	
ExpectaKons	
Norms	-social	norms	
Sense	of	self	
EmoKons
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not Tech
Signs	and	clues
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
ExpectaKons	ExpectaKons	
Signs	and	clues
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Signs	and	clues	
ExpectaKons	
Norms	-social	norms
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Signs	and	clues	
ExpectaKons	
Norms	-social	norms	
Sense	of	self
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not Tech
Signs	and	clues	
ExpectaKons	
Norms	-social	norms	
Sense	of	self	
EmoKons
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
PHEW!
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
How	to	research	sense-making
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Lessons	from	sense-making	
	
	
1.  To	think	about	how	people	make	sense	of	situaKons,	not	just	how	
they	make	decisions	
2.  To	think	about	people	holisKcally	,	contextually	and	culturally,	living	real	
lives.	Let’s	not	define	people	by	their	biases.	
3.  To	reveal	how	sense-making	occurred,	work	backwards	from	what	
happened	to	how	it	happened.
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Thank	You!	
	
•  suebell@sbresearch.com.au	
•  suzanneburdon@sbresearch.com.au	
•  www.facebook.com/SusanBellResearch	
•  www.sbresearch.com.au	
	
•  @SueBellResearch	
•  www.linkedin.com/in/suebell	
Susan	Bell	Research	is	an	established	bouDque	
research	agency.	We	are	based	in	Sydney.
Sense-making:	a	challenge	to	Behavioural	Insights		
Sue	Bell,	Suzanne	Burdon:	Susan	Bell	Research	
New but not
Tech
Q	&	A	
Sue York
The Handbook of

Mobile Market Research
Suzanne	Burdon	and	Sue	Bell	
Susan	Bell	Research

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Sense-making – a challenge to behavioural insights