Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Think, Feel, Do – presentations that change behaviour

128 views

Published on

This final webinar in the Find and Communicate the Story part 2 series looks at presentations that change behaviour.

This webinar is part of an ongoing series that builds on material shared in 2016 (which is available online via our Play Again page) and provides specific examples and practical advice on how to find and communicate the story. The webinars (and supporting notes) will show how to take information, find the key insights, and communicate them in ways most likely to result in action.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Think, Feel, Do – presentations that change behaviour

  1. 1. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Finding & Communica-ng the Story Lesson 4 of 4 (2017 series) Think, Feel, Do! Presenta-ons that change behaviour Ray Poynter December 2017
  2. 2. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Agenda 1.  Why? 2.  Do! 3.  Think 4.  Feel 5.  Linking storytelling and Think, Feel, Do!
  3. 3. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Example
  4. 4. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn Center for Science in the Public Interest (CSPI) In 1994 it revealed Medium bag of popcorn = 37 grams saturated fat USDA (United Stated Department for Agriculture) Recommended maximum = 20 grams Made to STck – Chip and Dan Heath 20 37 0 20 40 Grams Fat USDA Popcorn
  5. 5. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Why?
  6. 6. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Behavioural Economics Which would you pick? A.  80% chance of survival B.  20% chance of death A is picked twice as oTen as B The Feel changes the Do
  7. 7. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter System 1 and System 2 System 1 HeurisTcs, very fast, usually right, 90%+ of all decisions Driving a car, choosing toothpaste, calculate 2+2 System 2 CogniTon, slow, energy sapping, only used when necessary Buying a fridge or freezer, driving a car when you were first learning, calculaTng 4*17*6
  8. 8. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Changing Behaviour
  9. 9. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Changing Behaviour Inform the rider (Think) Mo-vate the elephant (Feel) Shape the path (Do)
  10. 10. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Designing the Study Should we start with? 1.  The business quesTon being addressed 2.  The data 3.  The acTons we want to cause? ✓
  11. 11. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Finding the Story Should we start with? 1.  The business quesTon being addressed 2.  The data 3.  The acTons we want to cause? ✓
  12. 12. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Designing the Presenta-on Should we start with? 1.  The business quesTon being addressed 2.  The data 3.  The acTons we want to cause? ✓
  13. 13. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Do!
  14. 14. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Do? •  Launch the product •  Choose opTon A •  Address customer dissaTsfacTon with check-in and catering •  Do more research •  Cancel the project •  Keep doing exactly what you are doing …
  15. 15. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Finding the Do Business QuesTon Business Context Your data and analysis Do! MR not needed Not viable Irrelevant
  16. 16. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Tips About Do! •  Ask quesTons •  Assess what the client has done in the past •  Assess what they are thinking of doing •  Test your ideas in advance •  Link the ‘Do’ to Think and Feel
  17. 17. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Think
  18. 18. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Changing Behaviour Inform the rider (Think) As researchers our recommendaTons are based on evidence When people check, the facts are right The evidence jusTfies the storytelling and the emoTon
  19. 19. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Swot – Combining Insights & Strategy Strengths Weaknesses OpportuniTes Threats
  20. 20. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Conversion Model Convert Weaknesses Strengths Match Strengths OpportuniTes Convert Threats OpportuniTes
  21. 21. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter MR is Great at Think
  22. 22. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Feel
  23. 23. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn Made to STck – Chip and Dan Heath 20 37 0 20 40 Grams Fat USDA Popcorn
  24. 24. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn – Think, Feel, Do •  Think, the ‘facts’: –  Popcorn has saturated fat, saturated fat is not good, there are limits •  Feel –  3 junk meals in one day is dumb/gross •  Do –  When you are about to buy popcorn, think about all that fat, feel a bit sick/scared, do trade down or out
  25. 25. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Think, Feel, Do •  Think –  The facts are sTll important, they are planorm that everything else is built on. •  Feel –  People rarely change their beliefs or behaviour because of the facts – change happens at the emoTonal level. •  Do –  Every story should be aimed at creaTng an outcome, an acTon that the teller wants the recipient to do.
  26. 26. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Storytelling and Think, Feel, Do!
  27. 27. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Think, Feel, Do! Find the Do! • What is the Do you want to achieve? What Think is needed? • Remove the unnecessary Develop the Feel • Story links the Think to the Do
  28. 28. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn Made to STck – Chip and Dan Heath 20 37 0 20 40 Grams Fat USDA Popcorn
  29. 29. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn What was leT out? •  Other things in the popcorn, e.g. salt & sugar •  Large bag of popcorn •  Other foods eaten in movie theatres •  Other comparators, e.g. normal daily meal
  30. 30. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Robust Simplifica-on Movie Popcorn Data About double your daily fat allowance Visual Story A day’s worth of unhealthy food
  31. 31. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Using Images
  32. 32. Ray Poynter, The Future Many Insights Arise from the Unexpected Look for the Unexpected
  33. 33. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Look for Contradic-ons
  34. 34. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Using Video 1000 cust sat interviews showing dip in NPS A video of one angry customer
  35. 35. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Using Words The senTment score for Northern Rail was -20% Great help from train staff this morning when my bag broke Train was dirty, late and the wi-fi didn’t work 10% 30%
  36. 36. Using Charts Seth Godin Wikipedia
  37. 37. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Key Factors For Storytelling •  What is the Do? •  What Think and Feel are available? •  The audience? •  The format (e.g. face-to-face versus report)? •  Is it Good News or Bad News?
  38. 38. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Good and Bad News •  There are four typical stories –  Good news –  Good news with caveats –  Bad news with some opTons –  Bad news •  The storytelling for these four cases is different •  Good news and bad news is defined by what the client wanted AND what the research finds
  39. 39. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Bad News •  5 stages of grief –  Anger, Denial, Bargaining, Depression, Acceptance •  One presentaTon/report rarely tackles all the stages of bad news •  ‘Facts’ are rarely enough to persuade –  EmoTons are the key – a customer video can be more powerful than any amount of analysis •  Go back to a point where the expectaTons match the findings and build from there
  40. 40. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Narra-ve Flow •  A beginning, middle, and end •  The flow should be linear •  Use storytelling devices (humour, personal anecdotes, interacTon etc) to enhance the flow •  Ensure the audience are on the same path (e.g. redundancy, interacTon, summaries)
  41. 41. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Examples •  Inconvenient Truth •  Ugly vegetables •  UPL •  Babies and Religion
  42. 42. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter
  43. 43. Background Data Do French consumers had shited to buying ‘perfect’ fruit and vegetables Thousands of tons of food were bing wasted: 1)  In producTon 2)  In stores 3)  At home Boost the purchase and use of imperfect fruit and vegetables 2013 Intermarché, France’s third largest supermarket chain launched its ‘les fruits & légumes moches’ campaign – ‘Inglorious fruits & vegetables’
  44. 44. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Implementa-on 1.  AdverTsing Campaign – tackling the ‘problem’ head on and making the search for perfecTon ridiculous 2.  Change purchase processes – so less is wasted in buying/ shipping 3.  Have point of sale acTviTes – so people are reminded in- store and the path to taking part is made smoother 4.  30% prices reducTon for inglorious fruit & vegetables
  45. 45. Links back to ‘five a day’ a healthy eating campaign
  46. 46. Bought the products the farmers usually throw away Gave them their own place in the store Special mention on sales receipts 30% price reduction
  47. 47. Trial soup and juice given away 1.2 tons sold per store (on average) in the first 2 days 24% more people visiting the store Social media conversations created – over 13 million people reached after 1 month
  48. 48. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter BE and Inglorious Fruit & Vegetables A.  Inform the Driver (System 2) Think 5 portions of fruit a day is necessary, but can be expensive B.  Motivate the Elephant (System 1) Feel Make fun of perfection, get people to taste the soup and juice, offer price reductions C.  Shape the Path (System 1) Do Special location in the store, POS activities & remind people via the receipt
  49. 49. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL and insights •  Developed by Bristol-Meyers Squibb, now open source •  UPL can help you learn from paTents •  Communicate with paTents •  Includes: •  Use plain language •  Communicate visually •  Format materials for understanding •  Design for digital first
  50. 50. Tradi-onal Communica-on Immuno-oncology
  51. 51. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL – example 1.1
  52. 52. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL Example 1.2
  53. 53. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL Example 1.3 The analogy shows different ways of treating cancer, like dealing with weeds. The analogy shows that treatment can kill good cells as well as cancer cells.
  54. 54. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Hans Rosling – Religion & Babies
  55. 55. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Qatar 2012
  56. 56. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter
  57. 57. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Oh, I Already Knew That •  If you do a great job on ‘Feel’ you will oten hear ‘Oh, I already knew that’ •  This is a mark of success •  You communicated your idea so well that recipient ‘feels’ it is right •  When it feels right, it is more likely to be acted on – especially if you can shape the path
  58. 58. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Top Tips 1.  Start by idenTfying the Do! 2.  Check the Do! in advance – your first idea will normally need refining 3.  Base it on Think 4.  Create it using Feel
  59. 59. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Thank You! Follow me on Twiaer @RayPoynter Or sign-up to receive our weekly newsleaer at hap://NewMR.org
  60. 60. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Q & A Ray Poynter The Future Place Beuy Adamou Research Through Gaming

×