The increasing importance of Digital Psychology as a strategic toolkit
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A presentation outlining how rapid advances in digital technology are outpacing traditional user experience thinking and how psychology techniques can help bridge the gap.
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The increasing importance of Digital Psychology as a strategic toolkit
- 1. The increasing importance of ‘Digital Psychology’ as a strategic toolkit 6 December 2014
- 2. Introduction 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
- 3. Introduction 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
- 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. What is digital psychology? Everybody is talking about psychology
- 6. Apparently psychology is the ‘secret sauce’. So what’s the fuss about? What is digital psychology?
- 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. What is digital psychology? Enter the computer
- 9. What is digital psychology? Followed by the social network
- 10. What is digital psychology? Now mobile is upping the ante
- 11. What is digital psychology? Digital technology now as much a part of culture as culture is a part of technology Tech Culture
- 12. What is digital psychology? Fertile ground for media psychology
- 13. What is digital psychology? Inspiration for new specialisms
- 14. What is digital psychology? So web psychology is a thing? http://moz.com/blog/web-psychology-whiteboard-friday
- 15. Yes. What is digital psychology?
- 16. What is digital psychology? Psychology applied to digital Understanding rational and emotional factors in house purchases
- 17. What is digital psychology? Psychology applied to digital Understanding how to engender trust in a financial services brand concept
- 18. But... What is digital psychology?
- 19. We think ‘Digital Psychology’ should mean more than the simple application of psychology principles to digital channels. What is digital psychology?
- 20. What is digital psychology? Complex systems demand more scientific and experimental approaches 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. What is digital psychology? Changing contexts 1. Established principles 2. v.s. new contexts
- 22. What is digital psychology? Changing behaviour
- 23. Established principles vs. new contexts Innovative applications New channels Challenges established thinking Changing behaviour What is digital psychology?
- 24. What is digital psychology? So what is digital psychology...
- 25. Simples! What is digital psychology?
- 26. Applying digital psychology? For example… Sharing Fast and Slow 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/
- 27. Applying digital psychology? 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.
- 28. Applying digital psychology? 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.
- 29. Applying digital psychology? 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.
- 30. Applying digital psychology? Understanding multi-tasking & media
- 31. Applying digital psychology? Encouraging adoption of new technologies
- 32. Applying digital psychology? Encouraging adoption of new technologies
- 33. Applying digital psychology? Designing the Internet of Things
- 34. To summarise… What is digital psychology?
- 35. The fundamental question is ‘how will human relationships with technology develop over time?’ Simon – Jaquin and the O/S Closing thoughts
- 36. Closing thoughts 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?
- 38. So where’s the potential?
Editor's Notes
- Behavioral Psychology: specialty in psychology maintains that behaviours can be measured, trained, and changed (Watson, Skinner, etc.) and that all behaviours are acquired through conditioning. Conditioning occurs through interaction with the environment. Behaviourists believe that our responses to environmental stimuli shape our behaviours (stimulus-response, rewards etc...). Cognitive Psychology: studies mental processes including how people think, perceive, remember and learn. Social Psychology: “Scientific investigation of how the thoughts, feelings and behaviours of individuals are influenced by the actual, imagined or implied presence of others” (Allport, 1954a, p.5). Social psychology is largely experimental. An Experiment is a hypothesis test which involves intervention of one or more independent variables and then measurement of the effect of the treatment on one or more focal dependent variables. Behavioural Economics: people don't always make strictly rational decisions because of the inherent biases built into their brains and bodies – this is in direct contrast to classic economic theory of “rational man”. Neuropsychology: Aims to understand how the structure and function of the brain relate to specific psychological processes.
- Social sharing: how to ensure your content gets shared? Focus on both the unconscious and conscious mind. Beautiful photos, simple messages and uppercase words should be accompanied by sophisticated language and turning points in the messages.
- Social sharing: how to ensure your content gets shared? Focus on both the unconscious and conscious mind. Beautiful photos, simple messages and uppercase words should be accompanied by sophisticated language and turning points in the messages.
- Social sharing: how to ensure your content gets shared? Focus on both the unconscious and conscious mind. Beautiful photos, simple messages and uppercase words should be accompanied by sophisticated language and turning points in the messages.
- Social sharing: how to ensure your content gets shared? Focus on both the unconscious and conscious mind. Beautiful photos, simple messages and uppercase words should be accompanied by sophisticated language and turning points in the messages.
- A brief review of psychology literature suggests the complexity & nuance of the design challenge; illustrating the need for experimental testing. The Information Processing model of cognition establishes that humans have a working memory limited to five to seven “chunks” of information. Jacobson, 1951 A person’s attention is focused on one stimulus (e.g. the 1st screen) and if another stimulus (e.g. the 2nd screen) … offers a focus for attention then for the time … s/he does not attend to content on the 1st screen. Ferrari, 2009 Cognitive needs are not satisfied by media multitasking. Instead, emotional gratifications are obtained despite not being actively sought. Wang 2012 Video use (amongst girls aged 8-12) was … strongly associated with negative social well-being indicators. Media multitasking was also associated with negative social indicators.
- Digital Natives: “native speakers” of the digital language of computers, video games and the Internet Digital Immigrants: older generations who were not born into the digital world but have, at some later point in their lives, become fascinated by and adopted many or more aspects of the new technology (Prensky, 2001). Social Psychology tells us that thinking patterns change depending on one’s experiences. Focus on custom designed digital technology in order to accommodate the needs of digital natives and educate the digital immigrants
- Assisted digital: how to facilitate digital use between generations? One’s thinking patterns change depending on one’s experiences. Focus on custom designed digital technology in order to accommodate the needs of digital natives and educate the digital immigrants.
- Emotions: very powerful factor in decision-making and willingness to volunteer. Focus on emotions like anger and sadness and end with hope or excitement to take viewers on an emotional journey. Also, pride is one of the most rewarding emotions. Being proud of a self-image as a caring and helpful person increases pro-social behaviour. Valuing people and having a positive impact on someone else's life immediately promote joy and happiness but also self-worth (Tonin & Vlassopoulos, 2013). Motivations: Intrinsic – Purealtruism, wanting to help others, Extrinsic – Getting something for it (i.e., tax break, free gift, gala event), can often reduce altruism, Image motivation – doing good to promote or maintain a reputation to oneself and to others. Helping increases the more visible the action is Focus on one person: People are more willing to help one person because of a stronger emotional response. Moral Balancing: Researchers were able to demonstrate how past behaviour affects willingness to give (Jordan, Mullen, and Murnighan, 2011) The Martyrdom effect: A painful and effortful process will increase willingness to contribute pro-socially, relative to an easy and enjoyable contribution process (Olivola & Shafir, 2013)
- A brief review of psychology literature suggests the complexity & nuance of the design challenge; illustrating the need for experimental testing. The Information Processing model of cognition establishes that humans have a working memory limited to five to seven “chunks” of information. Jacobson, 1951 A person’s attention is focused on one stimulus (e.g. the 1st screen) and if another stimulus (e.g. the 2nd screen) … offers a focus for attention then for the time … s/he does not attend to content on the 1st screen. Ferrari, 2009 Cognitive needs are not satisfied by media multitasking. Instead, emotional gratifications are obtained despite not being actively sought. Wang 2012 Video use (amongst girls aged 8-12) was … strongly associated with negative social well-being indicators. Media multitasking was also associated with negative social indicators.