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Digital Psychology

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Simon Nash, an engagement and experience expert, introduces the concept of what we mean by "digital psychology" and how Reading Room are incorporating this into our core consultancy offering.

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Digital Psychology

  1. 1. The increasing importance of ‘Digital Psychology’ as a strategic toolkit 10 July 2014
  2. 2. A little about me (@simonnash) • Digital planner and content strategist • Passionate about optimising services and experiences and an advocate for digitally-led organisational change • Helped Arts Council England, Pernod Ricard, Visit England and London Business School transform the way they work with digital. • Interested in emerging digital technologies and their impact on culture and society meetup.com/Digital-Conversations Introduction
  3. 3. Hat tip to Dr Chryssa Stefanidou • Leading the introduction of behavioural sciences disciplines (Behavioural Psychology, Experimental Psychology, Social Cognitive Psychology and Behavioural Economics) at Reading Room in the UK • PhD research involved extensive experimental research into the strength of human relationships with media and how those relationships are shaped and established within a psychological framework • Currently working with Nationwide Building Society, UN FAO Introduction
  4. 4. What I’m talking about... Two things • What do we mean by the term ‘digital psychology’? • How we think it can be applied to digital strategy? Introduction
  5. 5. Everybody is talking about psychology What is digital psychology?
  6. 6. Apparently psychology is the ‘secret sauce’. So what’s the fuss about? What is digital psychology?
  7. 7. Psychologists attempt to understand the role of mental functions in individual and social behavior, while also exploring the physiological and biological processes that underlie cognitive functions and behaviors. Wikipedia
  8. 8. Enter the computer What is digital psychology?
  9. 9. Followed by the social network What is digital psychology?
  10. 10. Now mobile is upping the ante What is digital psychology?
  11. 11. Digital technology now as much a part of culture as culture is a part of technology What is digital psychology? Tech Culture
  12. 12. Fertile ground for media psychology What is digital psychology?
  13. 13. Inspiration for new specialisms What is digital psychology?
  14. 14. So web psychology is a thing? What is digital psychology? http://moz.com/blog/web-psychology-whiteboard-friday
  15. 15. Yes. What is digital psychology?
  16. 16. Psychology applied to digital What is digital psychology? Understanding rational and emotional factors in house purchases
  17. 17. Psychology applied to digital What is digital psychology? Understanding how to engender trust in a financial services brand concept
  18. 18. But... What is digital psychology?
  19. 19. We think ‘Digital Psychology’ should mean more than the simple application of psychology principles to digital channels. What is digital psychology?
  20. 20. Complex systems demand more scientific and experimental approaches What is digital psychology? The great advantage of the experimental method is that the causal relationship between variables can be determined with much greater certainty. This is done in two ways: by controlling all factors except the independent variable and by randomly assigning people to condition .
  21. 21. Changing contexts 1. Established principles 2. v.s. new contexts What is digital psychology?
  22. 22. Changing behaviour What is digital psychology?
  23. 23. Established principles vs. new contexts Innovative applications New channels Challenges established thinking Changing behaviour What is digital psychology?
  24. 24. So what is digital psychology... What is digital psychology?
  25. 25. Simples! What is digital psychology?
  26. 26. For example… Sonja Song’s experimental research examined the psychological aspects of sharing content on social networks and found evidence of Daniel Kahneman’s ‘Fast and Slow Thinking’. http://blog.sonyasong.com/ Sharing Fast and Slow Applying digital psychology?
  27. 27. Sharing Fast and Slow Sonja Song found that users’ unconscious attention (system 1) can be gained through larger images, use of capital letters and phrases like Breaking News. Applying digital psychology?
  28. 28. Sharing Fast and Slow However she also found that more complex text could introduce cognitive strain and shift the reader into conscious attention (system 2). Her investigation indicated this may lead to fewer but higher quality engagements. Applying digital psychology?
  29. 29. Sharing Fast and Slow In other words whilst we should use impactful communications to grab the user’s casual attention (System 1), more complex messages can then be introduced to engage more thoughtful attention (System 2) and thus increase the likelihood of response/action. Applying digital psychology?
  30. 30. Understanding multi-tasking & media Applying digital psychology?
  31. 31. Encouraging adoption of new technologies Applying digital psychology?
  32. 32. Encouraging adoption of new technologies Applying digital psychology?
  33. 33. Designing the Internet of Things Applying digital psychology?
  34. 34. To summarise… What is digital psychology?
  35. 35. The fundamental question is ‘how will human relationships with technology develop over time?’ Simon – Jaquin and the O/S Closing thoughts
  36. 36. Digital Psychology brings together digital disciplines and the behavioural sciences whilst introducing more sophisticated experimental approaches to audience research. We believe that ‘Digital Psychology’ offers us a hugely useful toolkit to explore and understand the emerging challenges posed by new technologies, devices and platforms. So we’re going back to first principles to challenge our methodologies to extract deeper insights from our research so that we can conceive more sophisticated strategies and design better services and experiences. Hopefully today’s event will start you thinking about how to apply ‘digital psychology’ to your own challenges? Closing thoughts
  37. 37. So where’s the potential?

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