Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013
The rich flowering of contemporary behavioral and cognitive science is revealing that many of marketing’s and market research’s basic assumptions about how people do what they do (and how we might shape it) are… wrong. This workshop encourages delegates to explore their implicit assumptions about human behaviour but in a fresh and participative way (rather than as a seminar): using the power of play and group games to experience and explore what can otherwise be rather dry and theoretical concepts. And in order to make the output practical, Mark will encourage participants to reflect and revise any working ideas they have about human behavior and to develop a toolkit of practices and ideas to populate this new map. This workshop is energetic, fun and participative!
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Workshop: Using Games to Explore Human Behavior by Mark Earls of I'll Have What She's Having and Herd - Presented at the Insight Innovation eXchange North America 2013
- 1. = Exploring our ideas about human nature through games Exploring our ideas about human nature through games
- 2. 22 HEY HO LET’S GO!
- 3. #sorting
- 6. 66
- 10. #circlecounting
- 11. #gifting
- 12. #storytelling
- 13. #monsters
- 14. #3secrets
- 15. #singlofty
- 16. #inbetweenies
- 17. #mysocialworld
- 18. 1818 #bandmaker
- 20. 2020 #bandmaker
- 22. 2222
- 23. 2323
- 27. 2731
- 28. 28 Copying Experts Copying PeersGuesswork Considered choice A simple map (rooted in data patterns) Few choices Many choices 28 ... bet wee n the kats Adapted from Bentley Earls O’Brien “I’ll have what she’s having” MIT Press 2011 Space betweenSpace within
- 29. 29 rapid turnover of popularity short-tail distribution Space 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 29 ... bet wee n the kats Using patterns to build a map
- 30. Independent choice Copying The Church of Touchdown Jesus, Monroe, Ohio
- 31. 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 ... bet wee n the
Editor's Notes
- Good morning - delighted to be here Share with you a way of mapping human behaviour that seems to work well for lots of different behaviour change tasks: commercial-marketing, NGO/Charity and public policy. Not a panacea but we ’ ve found it really helps make the most of behaviour change
- News story and then social diffusion If you want to spread your thing, your idea, your brand, you need to worry less about the LH and more about the RH
- We ’ re not really interested in “ physics ” descriptions - precise, detailed (not least because the detail is elusive and slippery) Instead characterising behaviours in terms of social influence (Lo -Hi) And Directedness (lo-hi)