I’ll Have What She’s Having by Mark Earls of Herd - Presented at the Insight Innovation eXchange...
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Transcript of I’ll Have What She’s Having by Mark Earls of Herd - Presented at the Insight Innovation eXchange...
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I’ll Have What She’s Having
@herdmeisterJune 2013
22
HEY HO LET’S GO!HEY HO LET’S GO!
Text
Spock < Kirk
“the most important influence on individual behaviour is the behaviour of others”*
Source: UK Government Behavioural Insights Team Mid Term Review
I spy Homo Mimicus?
Social CreaturesSocial
Brains
7
Just how important is the space between? Just how important is the space between?
7
...
88
LET’S PLAY!
Independent choice
Copying
The Church of Touchdown Jesus, Monroe, Ohio
The Church of Touchdown Jesus, Monroe, Ohio
Signature patterns in data
Diffusion through a population
by individuals discovering the
superior qualities of the product independently of
their peers
Diffusion through a population
by individuals mostly learning from each other
either about the quality of the product or its social
value
Space betweenSpace within
...
1111
Market-level patterns also help
Space within Space between
short-tail distribution
long-tail distribution
Few have a very low share Many items in tail
with small share
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CopyingExperts
Copying Peers
Guesswork
Considered choice
A simple map (rooted in datapatterns)
Few choices
Many choices14
...
Adapted from Bentley Earls O’Brien “I’ll have what she’s having” MIT Press 2011
Space between
Space within
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rapid turnover of popularity
short-tail distributionSpace within long-tail plot
Adapted from Bentley Earls O’Brien “I’ll have what she’s having” MIT Press 2011
Few choices
short-tail plot
Many choices
Space between
slow turnover of popularity
rapid turnover of popularity
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Using patterns to build a map
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Few choices
Many choices
CopyingIndependent
31 16
Yes*
Maybe
No
No
Sampling: social really is different
how are we connected? a.
what happens in the space between us?
b.
The social research agenda
how do things spread?c.
=
the
space between
the
space between
2121
“Oh, to be at the beginning again knowing almost nothing”Tom Stoppard, Arcadia
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