Crowdsourcing Inspiration and Insights to Build Better Innovation
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This document discusses techniques for enhancing engagement in research and feedback based on the principles of behavioral science. It introduces Dan Stracey as the Chief Inspiration Officer of Dub, an organization that uses clients in their work. Key principles from Robert Cialdini's work are summarized, including reciprocation, commitment and consistency, and consensus. Specific techniques are presented for managing bias, enriching feedback quality, increasing participation and reducing costs when applying these principles.
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Crowdsourcing Inspiration and Insights to Build Better Innovation
- 2. ABOUT ME Dan Stracey, Chief Inspiration Officer, Dub @danstracey @dub_research
- 3. OUR WORK AT DUB
- 4. OUR CLIENTS
- 5. ROBERT CIALDINI PhD Regents' Professor Emeritus of Psychology and Marketing Arizona State University
- 6. WE’RE ALL IN SALES
- 7. CIALDINI’S 6 PRINCIPLES The foot in the door (escalate request) The door in the foot (scale down request) Reciprocation (give first, people will give back) Authority Consistency (agree terms / requirements up front) Consensus
- 8. BENEFITS Manage bias and effects to your advantage Enrich quality of feedback Increase participation (and reduce attrition) Lower admin time and costs Experiment and have more fun
- 9. #1 RECIPROCATION (THE GOLDEN RULE)
- 10. AND FOR YOU LOVELY PEOPLE…
- 11. ENHANCING ENGAGEMENT Share and share alike Temper client needs with the interest of consumers Create a story that everyone will want to be part of Avoid making requests that you would feel uncomfortable about fulfilling Empower participants and cede control of the agenda
- 12. #2 COMMITMENT AND CONSISTENCY
- 14. COMPLIANCE TO PROMOTE SAFETY
- 15. BOOSTING PARTICIPATION Clearly state engagement ‘rules’ Scale up crowd requests Gain trust before making larger requests Reward helpful behaviour Close the loop
- 16. #3 CONSENSUS
- 17. AMAZON
- 18. POSITIVE MANAGEMENT OF BIAS Call out great feedback Reveal what ‘good’ looks like Segment and separately target groups Ignore / avoid ‘crowd- pleasers’ Promote openness and honesty
- 19. www.dubishere.com Dan Stracey Chief Inspiration Officer T. +44 20 3515 3304 E. danstracey@dubishere.com @danstracey @dub_research www.dubishere.com
Notes de l'éditeur
- Hello everyone, this is me Dan, and this is my company Dub Background MR – worked industry 10 years GfK, TNS Research International, and for past 5 years online MR communities I’ve run various short and long-term B2C and B2B programmes for the likes of ASDA Walmart, Virgin and Philips Joined Dub earlier in the year, to help advise clients on best practice and design better research programmes, running a webinar programme (if interested to hear more do let me know)
- Work we do at Dub turns the spotlight away from ideas, to the people themselves. In essence We connect brands with customers in closed intensively moderated community networks. As the network is invite only, we know who we are talking to (e.g. target customers particular product) Agreeing ‘rules of engagement’ up front enables better scope (and flexibility) to enrich understanding and elicit insight using qual techniques
- Included slide to give a flavour of some of the research brand and ad agencies that we work with. Which currently includes an employee engagement programme with LinkedIn; and a project for a major FMCG client to explore customer needs and justify a product with a super-premium price positioning. In fact since 2007 run over 2K communities in total.
- On to topic today Cialdini’s Principles Persuasion,.. quick intro to Cialdini (THE MAN, THE LEGEND), enjoying renaissances in recent time First became aware at Uni during my studies as a Psychology student Experimental social psychologist, for past 35 years – researched techniques of 'compliance professionals’ – countless IV’s sales, recruiters, advertisers, fundraisers
- So why should we be interested? Because as DP argues we are all in sales. moving other people to part with resources – tangible aspects like cash, or intangible (time, effort or attention) DP’s work estimates that we A) Spend up to 40% time engaged in non-sales selling – persuading, influencing and convincing COMMUNITY / CROWDSOURCING / BARGAINING FOR PPLS TIME AND INTEREST
- Would all like to believe consider all available info before making decision, reality something quite different Categories are governed by fundamental PSY principles direct / have a major impact on human behaviour Increasingly overloaded / reduce cognitive workload resort to mental shortcuts / rules of thumb Susceptible to these effects which can produce an automatic almost mindless compliance Employed in ethical manner can significantly increase prospect ppl comply with request
- Offers number of advantages: Being mindful, design better research and enhance participation from advocates, to dissenters, to the SILENT MAJORITY Thus increasing the prospect of enriching unique insights into attitudes and behaviours
- First of three principles covering today. Put simply – people feel obliged to give when they receive if a somebody sends you a bday present we'll make sure we remember their bday If invited to party, we’ll be much more likely to invite them to our own Social context, bargaining for peoples time and commitment
- To illustrate power of this effect – C conducted research in restaurants Various gifts presented at the end of a meal, hand wipes, mints, complimentary drinks When a waiter places single mint 3% increase in the tips given, 2 X quadruples, however if waiter provides one mint, pauses returns and says for your lovely people here’s another tips increases by 23% Crucial thing – Be first to give, provide a gift that is personalised and ensure that is unexpected
- Effective research or crowdsourcing programme? Consider duty of ourselves as Researcher / Marketeer in question: First share and share alike – establishing trust and rapport (onboarding), consider intrinsic reward prior to research agenda Story everyone part of crucial Empowerment and ceding control e.g. sending people out on shopper missions, or asking them to susbtitute typical products and report on your clients brand
- quite simply our obsessive desire to be (and appear consistent) with things they have said and done Once a choice has been made, or a stand taken, people will encounter personal and interpersonal pressures to yield but behave consistently with that earlier commitment Why? Simple reason that society values and rewards commitment to values. It is important to be seen as a consistent - Somebody who is helpful, loyal, trusted, reliable This provides reasonable and gainful orientation, establishes positive relationships
- To illustrate the case in point – theme of gambling following the recent Grand National Cialdini’s highlights research by pair of Canadian Psychologists Discovered after placing bet, much more confident of horses chances of winning race nothing about horses, as it was the same track, same horses, same riders 30 secs before tentative and uncertain AFTER rated selves significantly more confident and self assured Why? convinced themselves they had made the right choice, and no doubt felt better for it Research reveals… 1) The more public the commitment, the more that people are likely to comply 2) Written commitments more effective than verbal ones
- Enhance compliance actively look for and seek small commitments that CAN BE MADE Research revealed few willing to erect unsightly drive safely board on lawn However in a nearby area 4 X number of residents complied to the request Difference? 10 days previously agreed to place sign in window indicating their support for the campaign… Used to great effect at Drs surgerys – 18% reduction missed appointments when patients note time and date on card
- What does this mean for crowdsourcing? - Stating rules of engagement up front, gaining agreement F2F (ideally in writing) Programme requests should be scaled up, gaining trust and consent Reinforce noting that people behaving positively Reveal the impact being made promote quality of feedback and commitment
- People turn to the behaviour of others when then are unsure of how to behave – one of the reasons why canned laughter has been prevalent in Sitcomes Likely if staying at hotel, seen small card persuading re-use towel - Point attention to benefits – linked to saving the environment, leads to 35% compliance - Overall 75% staying 4-nights re-use at least once - When this info is presented back– increased by further 26% Point to what others are doing (in particular other similar others) much more likely to comply
- Used to great effect by Amazon