The Seven Lenses - a mini masterclass. CRM for charity communicators conference, 2 December 2014

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Natalie Horne, strategy director, Prime Decision 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

Government & Nonprofit

Copyright © 2014 Prime Decision
Breakout D:
The Seven Lenses –
a mini masterclass
Natalie Horne, Strategy Director
natalie.horne@prime-decision.com
prime-decision.com | @primedecision

Copyright © 2014 Prime Decision
What does Prime Decision do?
We help organisations find new and
unexpected solutions to old challenges.
How? By focusing on behaviour.

Copyright © 2014 Prime Decision
Client partners:

Copyright © 2014 Prime Decision
Academic collaborators:

Copyright © 2014 Prime Decision
An holistic approach to behaviour
Factors people
can articulate
Factors which
are automatic
e.g. narrative,
justifications,
features, benefits
e.g. cognitive biases,
depletion, choice
architecture, habits

Copyright © 2014 Prime Decision
3 deceptively simple questions:
1. What are people doing?
2. What could they do differently?
3. What could this change be worth?

Copyright © 2014 Prime Decision
Funding bodies?
Who is your customer?
Supporters? Volunteers?
Service users?
The public?
VIP donors?
Influencers?
Employees?

Copyright © 2014 Prime Decision
Define target
behaviours and
parameters
Analyse and
develop
hypotheses
Apply,
experiment,
measure

Copyright © 2014 Prime Decision
Aim
Behaviour
Context
What is a target behaviour?

Copyright © 2014 Prime Decision
The Seven Lenses
Script
SocialStory
Self
Sense Scenario
Structure(A proprietary
analytical framework –
contact for cheat sheet)

Copyright © 2014 Prime Decision
Tactical example: In-person
Target behaviour:
Reduce wasteful energy behaviours in
laboratories, especially during peak hours
Script
SocialStory
Self
Sense Scenario
Structure

Copyright © 2014 Prime Decision
The typical communications approach:
put
up
posters

Copyright © 2014 Prime Decision
Story
“We can’t
afford nice-
to-haves”

Copyright © 2014 Prime Decision
Sense
Laboratories are a
sensory bombardment,
contrasted by the
buildings around them.

Copyright © 2014 Prime Decision
Structure

Copyright © 2014 Prime Decision
Scenario
“Within our lab there are 12 of us, only 1
man. He cycles to work so gets quite warm,
which is I think why our air conditioning is
always set at 20, despite the rest of us
getting quite cold!”

Copyright © 2014 Prime Decision
Tactical example: In-person
Solution: 5 at 5

Copyright © 2014 Prime Decision
How did you get on?
Script
SocialStory
Self
Sense Scenario
Structure(A proprietary
analytical framework –
contact for cheat sheet)

Copyright © 2014 Prime Decision
The space we play in
Research and data analysis
Insight and assessments
Strategy and planning
Optimisation and experimentation
Experience design
Innovation & co-creation
Behavioural economics workshops
Script
SocialStory
Self
Sense Scenario
Structure

Copyright © 2014 Prime Decision
Thanks for your time!
To get in touch:
Email: natalie.horne@prime-decision.com
Twitter: @natalie_horne | @primedecision
LinkedIn: /nataliehorne

The Seven Lenses - a mini masterclass. CRM for charity communicators conference, 2 December 2014

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