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Sense-making – a challenge to behavioural insights

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Sense-making is a new approach to gaining meaningful behavioural insights. Susan Bell is one of the few researchers around the world exploring its benefits for market and social research. Sense-making offers a holistic future-oriented perspective on ‘how people make sense of their experiences’. By drawing on a cohesive framework or model which includes perception, emotion, cognition and culture, sense-making goes beyond what we already know from behavioural economics about how our minds work. It also goes beyond much customer journey research by bringing the underlying ‘experience’ to the fore. Sense-making is also forward-looking – a key sense-making insight is that how people make sense of their experiences predicts how they will behave in this situation next time. In this webinar, Suzanne Burdon will interview Sue Bell about how to use ‘sense-making’ in research and why Sue thinks that sense-making is a challenge to our current understanding of behavioural Insights.

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Sense-making – a challenge to behavioural insights

  1. 1. 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
  2. 2. 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
  3. 3. 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?
  4. 4. 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
  5. 5. 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
  6. 6. 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.”
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. Sense-making: a challenge to Behavioural Insights Sue Bell, Suzanne Burdon: Susan Bell Research New but not Tech Imagine….
  11. 11. 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
  12. 12. Sense-making: a challenge to Behavioural Insights Sue Bell, Suzanne Burdon: Susan Bell Research New but not Tech Signs and clues
  13. 13. Sense-making: a challenge to Behavioural Insights Sue Bell, Suzanne Burdon: Susan Bell Research New but not Tech ExpectaKons ExpectaKons Signs and clues
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. Sense-making: a challenge to Behavioural Insights Sue Bell, Suzanne Burdon: Susan Bell Research New but not Tech PHEW!
  18. 18. Sense-making: a challenge to Behavioural Insights Sue Bell, Suzanne Burdon: Susan Bell Research New but not Tech How to research sense-making
  19. 19. 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.
  20. 20. 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.
  21. 21. 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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