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

[email protected]

prime-decision.com | @primedecision


What does Prime Decision do?

We help organisations find new and

unexpected solutions to old challenges.

How? By focusing on behaviour.


Client partners:


Academic collaborators:


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


3 deceptively simple questions:

1. What are people doing?

2. What could they do differently?

3. What could this change be worth?


Funding bodies?

Who is your customer?

Supporters? Volunteers?

Service users?

The public?

VIP donors?

Influencers?

Employees?


Define target

behaviours and

parameters

Analyse and

develop

hypotheses

Apply,

experiment,

measure


Aim

Behaviour

Context

What is a target behaviour?


The Seven Lenses

Script

SocialStory

Self

Sense Scenario

Structure(A proprietary analytical framework –contact for cheat sheet)


Tactical example: In-person

Target behaviour:

Reduce wasteful energy behaviours in

laboratories, especially during peak hours

Script

SocialStory

Self

Sense Scenario

Structure


The typical communications approach:

putup

posters


Story

“We can’t

afford nice-

to-haves”


Script


Social


Sense

� Laboratories are a

sensory bombardment,

contrasted by the

buildings around them.


Structure


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!”


Self


Tactical example: In-person

Solution: 5 at 5


How did you get on?

Script

SocialStory

Self

Sense Scenario

Structure(A proprietary analytical framework –contact for cheat sheet)


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


Thanks for your time!To get in touch:

Email: [email protected]

Twitter: @natalie_horne | @primedecision

LinkedIn: /nataliehorne

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

Government & Nonprofit

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