Getting people to do what you want through understanding human behavior and decision making. The document discusses 9 strategies based on behavioral economics research: 1) Appeal to "satisficers" who prefer low-risk options. 2) Leverage social norms. 3) Encourage people to make future commitments. 4) Reduce choices to minimize paralysis. 5) Implement helpful default options. 6) Use anchoring to frame decisions. 7) Appeal to people's values. 8) Create positive experiences. 9) Do small favors to encourage reciprocity. Understanding how context and subtle influences affect decisions can help influence behavior change.
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...Board of Innovation
Within our team @boardofinno, we give short presentations to each other, to learn more, to get inspired, to be amazed,…
The following deck was used by @tjalve in our internal #teachme session.
It covers 15 lessons from Behavioural Economics you can apply to your ongoing projects.
The concepts covered are:
1. The Endowment Effect
2. Hyperbolic Discounting
3. The IKEA effect
4. Anchoring Bias
5. The Von Restorff Effect
6. Loss Aversion
7. Hedonic Adaption
8. The Bandwagon Effect
9. The Inaction inertia effect
10. The Zeigarnik Effect
11. The Framing Effect
12. The Goal Gradient Effect
13. The Choice Paradox
14. Round Pricing Preference
15. Reciprocity
Shane Donnellan, senior behaviour change specialist, Changeworks
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The sea of services designed expressly to influence behaviors—Behavior Change as Value Proposition—is growing. Technology has allowed these services to have a more pervasive role in people's lives, influencing their everyday behaviors. We're exiting the proof-of-concept first generation and entering the second generation, where we have a deeper understanding what it means design these behavior-influencing products at scale. When targeting behavior change, how do we integrate new methods, or remix existing methods, into our design and product development process? What are the considerations when scaling a behavior change value proposition?
The sea of services designed expressly to influence behaviors—Behavior Change as Value Proposition—is growing. Technology has allowed these services to have a more pervasive role in people's lives, influencing their everyday behaviors. We're exiting the proof-of-concept first generation and entering the second generation, where we have a deeper understanding what it means design these behavior-influencing products at scale. When targeting behavior change, how do we integrate new methods, or remix existing methods, into our design and product development process? What are the considerations when scaling a behavior change value proposition?
Communicate to answer questions! Build awareness, understanding, involvement, and commitment to your project through “rich” channels, communicating with purpose, frequency, primacy, consistency, and emotional impact.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Bringing successful social Nudges into the business world.
Think of a ‘nudge’ as a subtle persuasion technique that uses human nature to encourage people to act.
15 Lessons from Behavioural Economics - by @tjalve @boardofinno - Board of In...Board of Innovation
Within our team @boardofinno, we give short presentations to each other, to learn more, to get inspired, to be amazed,…
The following deck was used by @tjalve in our internal #teachme session.
It covers 15 lessons from Behavioural Economics you can apply to your ongoing projects.
The concepts covered are:
1. The Endowment Effect
2. Hyperbolic Discounting
3. The IKEA effect
4. Anchoring Bias
5. The Von Restorff Effect
6. Loss Aversion
7. Hedonic Adaption
8. The Bandwagon Effect
9. The Inaction inertia effect
10. The Zeigarnik Effect
11. The Framing Effect
12. The Goal Gradient Effect
13. The Choice Paradox
14. Round Pricing Preference
15. Reciprocity
Shane Donnellan, senior behaviour change specialist, Changeworks
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The sea of services designed expressly to influence behaviors—Behavior Change as Value Proposition—is growing. Technology has allowed these services to have a more pervasive role in people's lives, influencing their everyday behaviors. We're exiting the proof-of-concept first generation and entering the second generation, where we have a deeper understanding what it means design these behavior-influencing products at scale. When targeting behavior change, how do we integrate new methods, or remix existing methods, into our design and product development process? What are the considerations when scaling a behavior change value proposition?
The sea of services designed expressly to influence behaviors—Behavior Change as Value Proposition—is growing. Technology has allowed these services to have a more pervasive role in people's lives, influencing their everyday behaviors. We're exiting the proof-of-concept first generation and entering the second generation, where we have a deeper understanding what it means design these behavior-influencing products at scale. When targeting behavior change, how do we integrate new methods, or remix existing methods, into our design and product development process? What are the considerations when scaling a behavior change value proposition?
Communicate to answer questions! Build awareness, understanding, involvement, and commitment to your project through “rich” channels, communicating with purpose, frequency, primacy, consistency, and emotional impact.
Thinking:People are doing it wrong! Digital Elite Camp presentation. How cognitive biases and mental heuristics help to sell more. https://www.dreamgrow.com/thinking-cognitive-biases-in-sales-and-marketing/
Bringing successful social Nudges into the business world.
Think of a ‘nudge’ as a subtle persuasion technique that uses human nature to encourage people to act.
Halverson Group: Six Factors That Drive Every Consumer ChoiceGina Bazer
The way people make decisions impacts their path to purchase. And understanding the moods and motivations behind people’s choices leads to smarter segmentation.
UX Week 2013: The New Me Generation: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people’s lives. What impact does the ability to passively collect data and present it back in a meaningful way have in people’s lives?
We are interacting with this data of our everyday lives in new ways. Smart products with personalized intelligence about our behavior help us track how many times we brush our teeth or walk the dog, with the hope we’ll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? What impact does data have on our behavior? How do data vizualizations amplify persuasion and impact behavior? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
Behaviour change is the measurable outcome of good UX design. Here's a review of a few design techniques and processes to help UX designers to create sustainable behaviour change.
Topic: Behavioural Economics
Key Takeaways:
How to hone in on human behaviour to market your product
Shaping communications to psychological decision-making tendencies
Improve ROI by becoming more effective at influencing choices to engage, act and buy
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
I recently had the honor and privilege to present at the Lafleur's 2015 Lottery Conclave & Interactive Summit in Orlando (12/1-12/4). Here the presentation, slightly edited.
Startup Metrics: The Data That Will Make or Break Your Business by Alistair C...Lean Startup Co.
If you’re being methodical about growth, analytics matters. For startups, analytics is about measuring the right metric, in the right way, to produce the change the business needs most at that point in time. That’s harder than it sounds: you need a solid understanding of your business model; an awareness of what’s most at risk; and a clear idea of where to draw the line between success and failure. Metrics measure not only the health of your business, but also your journey to product/market fit; the value of your company; and the reliability of your underlying infrastructure. Join Lean Analytics co-author Alistair Croll for an all-day, in-depth look at analytics, measurement, and working with data. We’ll cover:
The five stages of growth every company goes through, and how they guide your choice of metrics
Six business-model archetypes and their unique measurement challenges
What “good enough” looks like for fundamental metrics
How to think about cohorts, segments, percentiles, and histograms
Measuring and aggregating infrastructure KPIs such as latency and availability
Using the Lean Analytics cycle to improve through experimentation
This workshop is relevant for people working in standalone startups and for corporate entrepreneurs. It will combine presentations, case studies, and interactive discussion of the audience’s specific measurement challenges. Attendees need not be technical but should come armed with a basic understanding of web analytics, business metrics, and their current business model, plus a willingness to share with one another.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
Here's Alan Smith's pitch for The Movement 09 operating procedures. Focused on decentralized Awareness, Freemium Funding, utilizing existing infrastructures where possible, and decentralizing everything within a "Champion" based organizational membership model, this one got people talking. Delivered to Toronto on January 15th, from London UK.
The Social Side of Behavioural EconomicsDavid Perrott
Understanding how deeply hardwired our brains are to be social gives us a better understand of how we make judgments and decisions, creating the right foundation for new forms of communication and design.
Bill Sabram has been designing games for a long time and specifically games for health for several years. This talk focuses on cumulative lessons learned from one of the field's most experienced designers.
Divided into three parts the talk will cover:
1. The intersection of game design and well-being which will cover the importance of engagement, and small actions that motivate and engage players.
2. Meet Daily Challenge, MeYou Health's well-being improvement product, learn about our clinical trail and hear Bill's design insights. www.dailychallenge.com
3. Learn about the design of Walkadoo, a free walking product that everyone can enjoy. Bill will share what worked and what didn't in building MeYou Health's pedometer program. www.walkadoo.com
The agile values and practices we all hold dear give us more than the ability to tackle problems associated with software development. They give us the ability to tackle Awesome Superproblems. These are problems that are bigger than what one person can solve alone and get worse through inaction. They require collaboration and foundation for action, even when the actions cannot be proven correct when they are enacted.
Despite their enormous challenge, when we make progress on solving Awesome Superproblems we find that new patterns that can be applied to solve classes of similar problems.
In this presentation, usually given as a conference keynote, I show the collaborative, social, and serious games that have their roots in the Agile Community have blossomed into multidimensional frameworks that are being used by agilists around the world to solve awesome superproblems. Without any special superpowers except a willingness to try.
A short presentation on the rules of brand transformation from my personal experience across many clients - specifically how to ensure a successful outcome. Get in touch for more information.
Halverson Group: Six Factors That Drive Every Consumer ChoiceGina Bazer
The way people make decisions impacts their path to purchase. And understanding the moods and motivations behind people’s choices leads to smarter segmentation.
UX Week 2013: The New Me Generation: Behavior Change as Value PropositionChris Risdon
Design to support behavior change is getting increased exposure as technology has allowed products and services to have a more pervasive role in people’s lives. What impact does the ability to passively collect data and present it back in a meaningful way have in people’s lives?
We are interacting with this data of our everyday lives in new ways. Smart products with personalized intelligence about our behavior help us track how many times we brush our teeth or walk the dog, with the hope we’ll be better at maintaining these habits. Where do these new offerings map on our landscape of products and services? What impact does data have on our behavior? How do data vizualizations amplify persuasion and impact behavior? While more products have an explicit influence on our daily lives, they require you to increasingly relinquish self-determination as a prerequisite for use. How do we design to support behavior change as a value proposition?
Behaviour change is the measurable outcome of good UX design. Here's a review of a few design techniques and processes to help UX designers to create sustainable behaviour change.
Topic: Behavioural Economics
Key Takeaways:
How to hone in on human behaviour to market your product
Shaping communications to psychological decision-making tendencies
Improve ROI by becoming more effective at influencing choices to engage, act and buy
This is the full slidedeck of 'the Future of Surveys' Smartees Breakfast session in London on 20 November 2013. The presentation elaborates on how our new approach allows true consumer collaboration in survey research, tapping into context and conversation. Based on eBay and Cloetta client cases, the actual impact of this new survey design is described. Presentation by Katia Pallini (Research Consultant, InSites Consulting) and LIsa Ohlin (Business Director FMCG & Retail, InSites Consulting).
I recently had the honor and privilege to present at the Lafleur's 2015 Lottery Conclave & Interactive Summit in Orlando (12/1-12/4). Here the presentation, slightly edited.
Startup Metrics: The Data That Will Make or Break Your Business by Alistair C...Lean Startup Co.
If you’re being methodical about growth, analytics matters. For startups, analytics is about measuring the right metric, in the right way, to produce the change the business needs most at that point in time. That’s harder than it sounds: you need a solid understanding of your business model; an awareness of what’s most at risk; and a clear idea of where to draw the line between success and failure. Metrics measure not only the health of your business, but also your journey to product/market fit; the value of your company; and the reliability of your underlying infrastructure. Join Lean Analytics co-author Alistair Croll for an all-day, in-depth look at analytics, measurement, and working with data. We’ll cover:
The five stages of growth every company goes through, and how they guide your choice of metrics
Six business-model archetypes and their unique measurement challenges
What “good enough” looks like for fundamental metrics
How to think about cohorts, segments, percentiles, and histograms
Measuring and aggregating infrastructure KPIs such as latency and availability
Using the Lean Analytics cycle to improve through experimentation
This workshop is relevant for people working in standalone startups and for corporate entrepreneurs. It will combine presentations, case studies, and interactive discussion of the audience’s specific measurement challenges. Attendees need not be technical but should come armed with a basic understanding of web analytics, business metrics, and their current business model, plus a willingness to share with one another.
The Bright Future of Market Research Smartees WorkshopInSites on Stage
This is the full slidedeck of our Smartees Workshop on 'the Bright Future of Market Research' (11 February, 2014). The main focus is on how both traditional quantitative and qualitative research can be better, fresher and more contemporary by approaching participants and internal stakeholders differently.
Here's Alan Smith's pitch for The Movement 09 operating procedures. Focused on decentralized Awareness, Freemium Funding, utilizing existing infrastructures where possible, and decentralizing everything within a "Champion" based organizational membership model, this one got people talking. Delivered to Toronto on January 15th, from London UK.
The Social Side of Behavioural EconomicsDavid Perrott
Understanding how deeply hardwired our brains are to be social gives us a better understand of how we make judgments and decisions, creating the right foundation for new forms of communication and design.
Bill Sabram has been designing games for a long time and specifically games for health for several years. This talk focuses on cumulative lessons learned from one of the field's most experienced designers.
Divided into three parts the talk will cover:
1. The intersection of game design and well-being which will cover the importance of engagement, and small actions that motivate and engage players.
2. Meet Daily Challenge, MeYou Health's well-being improvement product, learn about our clinical trail and hear Bill's design insights. www.dailychallenge.com
3. Learn about the design of Walkadoo, a free walking product that everyone can enjoy. Bill will share what worked and what didn't in building MeYou Health's pedometer program. www.walkadoo.com
The agile values and practices we all hold dear give us more than the ability to tackle problems associated with software development. They give us the ability to tackle Awesome Superproblems. These are problems that are bigger than what one person can solve alone and get worse through inaction. They require collaboration and foundation for action, even when the actions cannot be proven correct when they are enacted.
Despite their enormous challenge, when we make progress on solving Awesome Superproblems we find that new patterns that can be applied to solve classes of similar problems.
In this presentation, usually given as a conference keynote, I show the collaborative, social, and serious games that have their roots in the Agile Community have blossomed into multidimensional frameworks that are being used by agilists around the world to solve awesome superproblems. Without any special superpowers except a willingness to try.
Similar to An introduction to Behavioural Economics (20)
A short presentation on the rules of brand transformation from my personal experience across many clients - specifically how to ensure a successful outcome. Get in touch for more information.
A presentation taking the best bits from OK Cupid's analysis of online dating and what it means for how people look for love & relationships and what you should do as a result
A summary of IBM's recent study into CEO's attitudes & mindset, especially focusing on the difference between Australian/NZ CEOs vs the rest of the world, which is marked. I've also made some observations why they are and how agencies should be addressing them.
NB. The full IBM study is well worth a read. Downloadable for free.
A presentation on what actually makes people happy, taken from a number of studies on the subject - from how we compare our lives, to our memory self - with implications for marketing
A presentation I wrote a few years ago on how to do direct response advertising. Most advertising agencies treat direct response as dirty and uncool, but it's the business end of the campaign process and needs to be given the respect & thought it deserves
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
1. Getting people to do what you want
*Lavender
TC Miles - Planning Director
2. What is Lavender*
Brand design
Campaigns Advertising SHORT
TERM
Lead systems
Dialogue
Relationships 1:1 programs MEDIUM
TERM
Satisfaction
Interfaces
Systems of
Applications LONG
interaction TERM
Communities
5. Traditionally the end of the process
!"#$%&%''( 012#*(3$#&4($%#556(
7&4%$'*#&4(8%9(
Advertising methodology is focused on:
!4:%$.',&;(8%*2/4/5/;6((2#'(
)&*%$%'*( 3%%&(#3/7*(2/"("%($%5#*%(*/(
- how we relate to people
<%/<5%(=(>/-7',&;(,&-$%#',&;56(/&(
%8/.:%(,&',;2*'(
- emotive insights
?$%4,-#*%4(/&(*2%(3%5,%>(*2#*(
+%',$%( 8/'*(4%-,',/&'(#$%(*2/7;2*(
#3/7*(
& the belief that most decisions are thought
through and have to be prompted
!-./&(
7. A different way to look at things
!"#$%& 4(-&)$5($%(&-$&0"-&
- Most decisions are not thought through
'()*+(& 6((2& - Behaviour is driven by channel as much
as attitudes - what’s happening in the
moment
,%-(+()-& 78*%/&
- Focus on the how & not so much the
what
.*/(01*2*-3& 69-9+(&*%-(%#$%&
9. Behavioural Change
Why do we do things?
How do we behave?
What influences our decisions?
10. A lot of answers lie in “Behavioural Economics”
11. Am I going to go on that How much should I pay for
second date? that cup of coffee?
Should I get another drink? Is it worth saving?
Shall I ask that person for a Am i going to pay for a
favour? parking ticket?
Am I happy with those
jeans?
12. Overall finding:
We are complex people living in a complex world
An innate desire Bad at making Influenced by Hate parting
to fit in decisions surroundings with things
Social Norms Paradox of Choice Relative Positioning Loss Aversion
15. 1. Spend more time appealing to satisficers
Maximisers Satisficers
Show-offs, competitive, seeking the best/new Fitting-in, risk averse, tried & tested. Happier
16. So do everything you can to minimize risk
Latest technology
Tried & Loved
Wide Colour Enhancer
1 million sold
Digital Noise Filter
17. & Reinforce a good decision made or about to be made
!"#$%&'()#*+(#,-)./#$0(*)(#1*00#,*12#
Thousands are coming If phones are busy, please
testimonials call back
back every week
18. 2. If you’re looking to change behaviour appeal to
social norms
Georgetown University
Saskatchewan Ministry of Health
Drink Consumed – down 12%, men fighting – down 33%
20. 3. Get people to make a decision for the future
(or take away the pain today)
What would you like to eat What would you like to eat
in a weeks time? now?
21. The Save Tomorrow Pension
10% of any future pay rises go direct to your pension
200% increase in pension sign-ups
22. 4. Reduce people’s choice
24 to 6 Jars 26 to 15 varieties
5x sales +10% sales
28. If I was to offer you any off the
following at the same price:
- A week in Alberta
- A week in Dawson City
- A week in Dawson City with meals
included
32. 8. People respond to positive experiences
Tested in Glamorgan & Thames Valley police – reduced speeding by 35%
33.
34. Make it a conversation
+ 40% Conversion
!"#$%&'(
)#*&+,%"-(
35. 9. Do someone a favour
Mints – surprise & delight – unprompted 14% increase in tip amount. An extra mint = 23%
36. .... and in the office....
Always use a post-it note
69% response rate
37. and finally if you’re trying to negotiate a pay-rise....
Your environment really matters
38. Summary
- Creating action is the most important thing you can do
- Help people minimize risk
- Help people fit in
- Take away the pain of buying
- Restrict Choices
- Help people anchor their decisions
- Appeal to people’s values
- Make it a positive experience
- Do someone a favour