Think, Feel, Do – presentations that change behaviour
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This final webinar in the Find and Communicate the Story part 2 series looks at presentations that change behaviour. This webinar is part of an ongoing series that builds on material shared in 2016 (which is available online via our Play Again page) and provides specific examples and practical advice on how to find and communicate the story. The webinars (and supporting notes) will show how to take information, find the key insights, and communicate them in ways most likely to result in action.
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Think, Feel, Do – presentations that change behaviour
- 2. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Agenda 1. Why? 2. Do! 3. Think 4. Feel 5. Linking storytelling and Think, Feel, Do!
- 10. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Designing the Study Should we start with? 1. The business quesTon being addressed 2. The data 3. The acTons we want to cause? ✓
- 11. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Finding the Story Should we start with? 1. The business quesTon being addressed 2. The data 3. The acTons we want to cause? ✓
- 12. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter When Designing the Presenta-on Should we start with? 1. The business quesTon being addressed 2. The data 3. The acTons we want to cause? ✓
- 14. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Do? • Launch the product • Choose opTon A • Address customer dissaTsfacTon with check-in and catering • Do more research • Cancel the project • Keep doing exactly what you are doing …
- 16. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Tips About Do! • Ask quesTons • Assess what the client has done in the past • Assess what they are thinking of doing • Test your ideas in advance • Link the ‘Do’ to Think and Feel
- 24. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn – Think, Feel, Do • Think, the ‘facts’: – Popcorn has saturated fat, saturated fat is not good, there are limits • Feel – 3 junk meals in one day is dumb/gross • Do – When you are about to buy popcorn, think about all that fat, feel a bit sick/scared, do trade down or out
- 25. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Think, Feel, Do • Think – The facts are sTll important, they are planorm that everything else is built on. • Feel – People rarely change their beliefs or behaviour because of the facts – change happens at the emoTonal level. • Do – Every story should be aimed at creaTng an outcome, an acTon that the teller wants the recipient to do.
- 29. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Movie Popcorn What was leT out? • Other things in the popcorn, e.g. salt & sugar • Large bag of popcorn • Other foods eaten in movie theatres • Other comparators, e.g. normal daily meal
- 32. Ray Poynter, The Future Many Insights Arise from the Unexpected Look for the Unexpected
- 37. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Key Factors For Storytelling • What is the Do? • What Think and Feel are available? • The audience? • The format (e.g. face-to-face versus report)? • Is it Good News or Bad News?
- 38. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Good and Bad News • There are four typical stories – Good news – Good news with caveats – Bad news with some opTons – Bad news • The storytelling for these four cases is different • Good news and bad news is defined by what the client wanted AND what the research finds
- 39. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Bad News • 5 stages of grief – Anger, Denial, Bargaining, Depression, Acceptance • One presentaTon/report rarely tackles all the stages of bad news • ‘Facts’ are rarely enough to persuade – EmoTons are the key – a customer video can be more powerful than any amount of analysis • Go back to a point where the expectaTons match the findings and build from there
- 40. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Narra-ve Flow • A beginning, middle, and end • The flow should be linear • Use storytelling devices (humour, personal anecdotes, interacTon etc) to enhance the flow • Ensure the audience are on the same path (e.g. redundancy, interacTon, summaries)
- 41. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Examples • Inconvenient Truth • Ugly vegetables • UPL • Babies and Religion
- 45. Background Data Do French consumers had shited to buying ‘perfect’ fruit and vegetables Thousands of tons of food were bing wasted: 1) In producTon 2) In stores 3) At home Boost the purchase and use of imperfect fruit and vegetables 2013 Intermarché, France’s third largest supermarket chain launched its ‘les fruits & légumes moches’ campaign – ‘Inglorious fruits & vegetables’
- 46. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Implementa-on 1. AdverTsing Campaign – tackling the ‘problem’ head on and making the search for perfecTon ridiculous 2. Change purchase processes – so less is wasted in buying/ shipping 3. Have point of sale acTviTes – so people are reminded in- store and the path to taking part is made smoother 4. 30% prices reducTon for inglorious fruit & vegetables
- 50. Links back to ‘five a day’ a healthy eating campaign
- 51. Bought the products the farmers usually throw away Gave them their own place in the store Special mention on sales receipts 30% price reduction
- 52. Trial soup and juice given away 1.2 tons sold per store (on average) in the first 2 days 24% more people visiting the store Social media conversations created – over 13 million people reached after 1 month
- 53. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter BE and Inglorious Fruit & Vegetables A. Inform the Driver (System 2) Think 5 portions of fruit a day is necessary, but can be expensive B. Motivate the Elephant (System 1) Feel Make fun of perfection, get people to taste the soup and juice, offer price reductions C. Shape the Path (System 1) Do Special location in the store, POS activities & remind people via the receipt
- 55. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL and insights • Developed by Bristol-Meyers Squibb, now open source • UPL can help you learn from paTents • Communicate with paTents • Includes: • Use plain language • Communicate visually • Format materials for understanding • Design for digital first
- 59. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter UPL Example 1.3 The analogy shows different ways of treating cancer, like dealing with weeds. The analogy shows that treatment can kill good cells as well as cancer cells.
- 66. Finding and Communica-ng the Story 2017 – Lesson 4 of 4 Think, Feel, Do! – Presenta-ons that change behaviour- Ray Poynter Oh, I Already Knew That • If you do a great job on ‘Feel’ you will oten hear ‘Oh, I already knew that’ • This is a mark of success • You communicated your idea so well that recipient ‘feels’ it is right • When it feels right, it is more likely to be acted on – especially if you can shape the path