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How	to	use	Think,	Feel,	Do!	
to	improve	your	reports	&	presenta:ons	
Ray	Poynter	
The	Future	Place	
September	2018	
How	to	use	‘Think,	Feel,	Do!’	
Ray	Poynter	–	September	2018
Gold	
NewMR	2018	Sponsors	
CommunicaFon	
Silver	
Please	thank	our	sponsors	by	visiFng	their	websites
Too	many	presentaFons	and	reports	are	boring	
The	old	way	
Delivering	the	data
We	want	to	create	acFon	&	change.	We	want	people	to		
‘Do’	something	aLer	receiving	the	message.	
The	new	way	
Delivering	AcFon
The	difference	between	means	and	ends	
Means	
	
Engagement	
Storytelling	
VisualisaFon	
Ends	
	
AcFon	
We	should	make	presentaFons	and	reports	more	engaging.	
But	the	reason	we	do	it	is	to	achieve	real	results.
Do!	
Think	
Feel	
We	combine	Think	(the	facts)	with	Feel	(the	emoFonal	message),		
to	create	the	Do!	(the	acFons	we	want	to	happen).
Do!	
•  Launch	the	product	
•  Choose	opFon	A	
•  Address	customer	dissaFsfacFon	with	check-in	
•  Do	more	research	
•  Cancel	the	project	
•  Keep	doing	exactly	what	you	are	doing	…	
There	are	many	different	types	of	‘Do!’	–	they	depend	on	the	
situaFon.	But,	there	should	always	be	a	‘Do!’.
Finding	the	Do!	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
To	find	the	Do!	we	combine	three	elements:	1	your	data	&	analysis,	
2	the	business	context	&	knowledge,	3	the	Business	QuesFon.
Finding	the	Do!	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
Not	
viable	
If	you	ignore	the	business	context,	your	recommendaFons	are	
likely	to	be	‘Not	Viable’.
Finding	the	Do!	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
MR	not	
needed	
For	some	business	quesFons,	market	research	is	not	needed.	We	
must	recognise	this,	there	are	many	ways	to	answer	quesFons.
Finding	the	Do!	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	Irrelevant	
An	answer	that	ignores	the	business	quesFon	is	‘Irrelevant’.
Finding	the	Do!	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
Do!	
The	‘Do!’	is	at	the	intersecFon	of	the	business	quesFon,	your	data	
&	analysis,	and	the	wider	business	context	and	knowledge.
Changing	
Behaviour	is	
Hard	
From	Behavioural	Economics,	we	know	changing	behaviour	is	hard.	
The	‘facts’	do	not	oLen	change	behaviour.
Changing	Behaviour	
Behavioural	Economics	talks	about	the	rider	(the	raFonal	brain)	
and	the	elephant	(the	emoFonal	and	automaFc	system).
Changing	Behaviour	
Inform	the	rider	
(Think)	
We	share	the	facts	with	the	rider	–	this	is	the	think	process.
Changing	Behaviour	
Mo:vate	the	elephant	
(Feel)	
We	moFvate	the	elephant,	we	communicate	at	the	emoFonal	level,	
we	want	the	audience	to	feel	that	what	we	are	saying	is	right.
Changing	Behaviour	
Shape	the	path	
(Do!)	
We	shape	the	path,	to	make	it	easier	to	do	the	right	thing,	to	help	
ensure	the	Do!	Happens.
The	Think	
Your	data	
and	analysis	
The	Think	process	does	not	start	with	your	data	and	analysis.
The	Think	
Business	
QuesFon	
Start	with	the	Business	QuesFon.	What	does	the	business	need	
to	do	aLer	it	has	answered	the	quesFon?
The	Think	
Business	
QuesFon	
Business	
Context	
Consider	the	business	context,	for	example	what	informaFon	
already	exists.
The	Think	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
Conduct	your	analysis	to	find	the	Do!	The	Do!	Is	based	on	the	
facts.
The	Think	
Business	
QuesFon	
Business	
Context	
Your	data	
and	analysis	
You	use	Think	to	Find	the	Do!	
Do!
The	Report	/	Presenta:on	
Shape	the	path	
(Do!)	
The	report	/	presentaFon	combines	Think	&	Feel	to	create	the	Do!	
Mo:vate	the	elephant	
(Feel)	
Inform	the	rider	
(Think)
The	Do!	Rests	on	the	Feel	
Do!	
Feel	
Think	
The	think	tells	the	researcher	what	is	needed.		
The	Feel	is	what	changes	the	beliefs	/	behaviours.
Example	– USA	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	SFck	–	Chip	and	Dan	Heath	
Example	of	Feel.	1994	study	of	USA	popcorn	found	it	had	37	
grams	of	fat.	But	the	recommended	amount	is	20	grams.
Example	– USA	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	
The	Do!	?	Persuade	people	to	eat	less	popcorn.	
But	the	Think	(the	data)	does	not	use	‘Feel’.	
20	
37	
0	
20	
40	
Grams	Fat	
US	D.A.	
Popcorn
Using	‘Feel’	
=	
37	grams	
+	+	
One	bag	of	popcorn	has	the	same	saturated	fat	as	three	
unhealthy	meals.	So,	don’t	eat	a	bag	of	popcorn.	
37	grams
From	Think	to	Feel	
•  Study	data	è	narraFve	flow	
A	narraFve	flow	provides	a	direcFon.	From	a	start	to	a	middle	to	
the	conclusion.
From	Think	to	Feel	
•  Study	data	è	narraFve	flow	
•  All	the	data	è	just	the	relevant	story	
More	evidence	does	not	make	something	more	believable.	
Choose	the	best	way	to	convey	the	story	and	use	emoFons.
From	Think	to	Feel	
•  Study	data	è	narraFve	flow	
•  All	the	data	è	just	the	relevant	story	
•  Tables	è	customer	stories	
Move	from	data	to	illustraFng	what	it	tells	us	about	customers.	
Bring		data	to	life	by	showing	individual	cases.
From	Think	to	Feel	
•  Study	data	è	narraFve	flow	
•  All	the	data	è	just	the	relevant	story	
•  Tables	è	customer	stories	
•  Tables	è	illustraFons	
Images,	charts,	cartoons,	infographics	can	convey	emoFonal	
messages	more	powerfully	than	paragraphs	and	tables.
From	Think	to	Feel	
•  Study	data	è	narraFve	flow	
•  All	the	data	è	just	the	relevant	story	
•  Tables	è	customer	stories	
•  Tables	è	illustraFons	
•  ReporFng	è	persuading	
ReporFng	has	no	soul.	‘Persuading’	focuses	on	trying	to	get	
people	to	do	the	Do!
Tip	–	Collect	Examples	
Collect	your	personal	set	of	examples	to	help	turn		
‘Think’	into	‘Feel’	to	create	‘Do!’
Confusing	messages
Confusing	messages
Illusion
Illusion
Thank	You!	
	
	
Follow	me	
Twiner:	@RayPoynter	
LinkedIn:	www.linkedin.com/in/raypoynter
Q	&	A	
Beny	Adamou	
Research	Through	Gaming	
Ray	Poynter	
NewMR	
Use	the	Q&A	opFon	in	Zoom	to	ask	your	quesFons
Gold	
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Silver	
Please	thank	our	sponsors	by	visiFng	their	websites

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