The Seven Lenses - a mini masterclass. CRM for charity communicators conference, 2 December 2014
-
Upload
charitycomms -
Category
Government & Nonprofit
-
view
528 -
download
0
description
Transcript of The Seven Lenses - a mini masterclass. CRM for charity communicators conference, 2 December 2014
Copyright © 2014 Prime Decision
Breakout D: The Seven Lenses –a mini masterclass
Natalie Horne, Strategy Director
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:
putup
posters
Copyright © 2014 Prime Decision
Story
“We can’t
afford nice-
to-haves”
Copyright © 2014 Prime Decision
Script
Copyright © 2014 Prime Decision
Social
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
Self
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 workshopsScript
SocialStory
Self
Sense Scenario
Structure
Copyright © 2014 Prime Decision
Thanks for your time!To get in touch:
Email: [email protected]
Twitter: @natalie_horne | @primedecision
LinkedIn: /nataliehorne