All Posts By

Isabel Druijf

Comparison isn’t always the thief of joy

By All, Behavioural Science Insights

In this week’s video, Astrid Groenewegen explains how comparison can also be positive. We often look at the negative sides of comparing ourselves to others. Other people seem to always have it that little bit better. But comparison doesn’t have to be just negative. Comparing yourself with others can also give feedback that positively influences behaviour.

Comparison isn’t the thief of joy

If you want to influence other people’s behaviour, comparison can be a powerful technique. We are constantly trying to compare ourselves to other people. Consciously but also unconsciously. This is because people like to belong to a group. By paying attention to other people, you will quickly adapt your behaviour to that of the group norms. This happens especially often with people who are close to us or with people whose behavior or opinion is important to us.

Did you know that people waste less water at home if they can see the water consumption of their neighbors? This is a good example of how you can use social comparison to positively influence behaviour.

An experiment showed that this also works for doctors. When they were informed about how often colleagues prescribed drugs, the number of unnecessary drugs prescribed by these doctors was also reduced.

How can you apply this yourself? Maybe you have the idea to go for a walk during your lunch break. Often this plan fails. Even if you count your daily steps online, it often won’t motivate you enough to go outside. This is because this is about individual feedback. In an experiment it was investigated if feedback from other people that you can use to compare your own actions to would solve this problem. There were two groups. Group 1 only received individual feedback on the number of steps they took in a day. Group 2 also received feedback on the number of steps colleagues had taken. The result was clear. Through social comparison, group 2 took 1020 more steps per day than group 1.

Comparison can therefore put us humans into action. Especially if we recognize ourselves in the behaviour of others.

Watch more on YouTube

Check out the whole series on YouTube. If you like the videos, it would mean a great deal to me if you could give them a thumbs up or subscribe to my channel.

Or check out the most popular videos here

Or book a training

Learn how to influence minds and shape behaviour.

Join our most popular training the Behavioural Design Fundamentals Course. You will learn the latest insights from behavioural science and you'll master an easy-to-use method to help apply behavioural science in practice right away!

Download the brochure

Go ahead, it’s completely free of charge!

How anxieties are positive in behavioural change

By All, Behavioural Science Insights

In this week’s video, Astrid Groenewegen explains how we often forget a crucial factor when we want to change behaviour: anxieties. Instead of focusing on the positive elements of desired behaviour, you should look at what prevents someone from showing the desired behaviour.

Anxieties

When developing interventions, it’s essential that you don’t forget about anxieties.

“Anxieties: Everything that drives people away from the desired behaviour”

Only when you know why people don’t display the desired behaviour can you make interventions to remove these barriers.

Many companies focus too much on positive points. Take for examples gyms. They want more people who are not yet exercising to come to their gym to get fit. To achieve this, you will see many messages such as ‘you can run a 10K soon’ and ‘get a six pack’. But when people have too many fears about going to the gym, these rewards won’t win them over.

Instead, it would help if you get rid of people’s anxieties. Do you have clients who are intimidated by other muscular people at the gym? Remove the mirrors in some areas. Do you have customers who still find it too scary to independently step on the oblique machines? Changed the name to a six-pack wonder. Or start beginner classes so they don’t have to worry about not being good enough.

Anxieties are often forgotten but are always present. So focus on what’s stopping someone from engaging in the behaviour and remove those barriers first.

Watch more on YouTube

Check out the whole series on YouTube. If you like the videos, it would mean a great deal to me if you could give them a thumbs up or subscribe to my channel.

Or check out the most popular videos here

Or book a training

Learn how to influence minds and shape behaviour.

Join our most popular training the Behavioural Design Fundamentals Course. You will learn the latest insights from behavioural science and you'll master an easy-to-use method to help apply behavioural science in practice right away!

Download the brochure

Go ahead, it’s completely free of charge!

Case Study: The Behavioural Design Sprint applied to SUE.

By All, Behavioural Science Insights

It’s my conviction that one has to practice what one preaches. That’s why, twice a year, we run a Behavioural Design Sprint on ourselves, to learn what our customers need and how we can get better at helping them to achieve success. 

 

Turn customer insights into improvements

I love to share the lessons we learned. The Behavioural Design Sprint we did on ourselves is an excellent illustration of how outside-in thinking helped us turn our understanding of our customers into a dramatic improvement of our offering.

In the brief case study below, I will walk you through the key psychological insights, and how these insights inspired us to re-designed our processes to serve our customer’s needs better.

I will use the SUE | Influence Framework terminology to describe the most significant insights into how our customers think, feel, and behave. You can learn everything about the framework in the article “The SUE Influence Framework Explained“.

The Behavioural Insights

The most important Job-to-be-Done for our clients is to understand their customers or stakeholders and turn that understanding into better Customer Journeys, products, services, or policies. They only hire a consultancy if it reassures them that it will increase their chances of achieving this Job-to-be-Done successfully.
Secondly, people want to hire peace of mind when hiring a third party. To get peace of mind and be relieved are critical emotional Jobs-to-be-Done for hiring a consultancy. They want the partner to deliver the right piece of the puzzle without unnecessary work or investment in time and energy.

Pains

The most significant Pains that drive their search for help is that our clients:
1. Often lack actionable insights into what their audience really needs and how they think and feel.
2. Often lack time and confidence to do qualitative in-depth interviews with their customers or prospects.
3. Often feel frustrated that part of the strategy gets lost in the implementation phase.
4. Often get stuck in execution, because they miss support, coaching and expert reviewing

Comforts 

The third component of our Influence Framework are ‘Comforts’.  These are the psychological forces that prevent our clients from seeking outside help. The most significant comfort is that teams have their own processes, deadlines and methods. It’s often difficult to overrule these processes. Yet, external partners like ourselves, often impose our own way of working.

Anxiety

The most significant Anxiety that prevent them from working with SUE more often is that a team doesn’t have the capacity or time for a full Behavioural Design Sprint. Sometimes they just need Behavioural Intelligence on board at the right time. In those instances, their own process and timing needs to be leading. 

Want to do a Sprint with us?.

Download our Behavioural Design Sprint brochure telling you all about the ins and outs of the sprint in detail. Please feel free to contact us suppose you would like some more information. We gladly tell you all about the possibilities.

Download the brochure

Go ahead, it’s completely free of charge!

The opportunity

Based on the insights I described above, we realized we had to update our offering for the first time in 10 years. The new offering needs to provide a better answer the following behavioural opportunities:

  • Piggy-bag on Comforts: How can we provide behavioural design value without interfering with our clients processes?
  • Take away Anxieties: How can we lower the barrier to hire Behavioural Design Expertise? How can we provide value without deep effort or time investment from our client and their team?
  • Solve Pains: How can we help our clients with understanding their customers, prototyping, testing their ideas, and add the magic layer of behavioural science onto their communication and marketing?
  • Experience Gains: How can we get our clients to experience breakthroughs and success as quick as possible?
  • Achieve Jobs-to-be-Done: How can we assist our clients into translating a deep understanding of their target audience into fast and clear improvements of their products, services, marketing, or policies?

The Key Behavioural Insight is that we learned that we needed to find ways to provide behavioural intelligence and value inside our customer’s projects and their way of working.

The perfect time to learn about influence

With the economy sliding into a recession, understanding your customers will be essential to navigate through the turbulence. Join our Fundamentals Course to learn a practical method to achieve this!

Download the brochure

Go ahead, it’s completely free of charge!

The solution

We came up with four simple new products. All of them aim to leverage Behavioural Design at the right time, at the right place inside the processes of our customers:

  1. Behavioural Insights: Get a SUE Behavioural Design Expert to conduct in-depth interviews with your customers, prospects, or employees. Get the best interviewers to find the killer psychological insights into how your market things, feels and behaves. Get help when needed, or get monthly Behavioural insights updates on threats, opportunities, and low hanging fruit on what your customer needs and how you can help them
  2. Behavioural Design Scan: Get a SUE Behavioural Design expert do a scan of your customer journey, communication, and competitors and get a hands-on-advice on how to make your communication much more compelling and persuasive
  3. Prototype and test and refine your strategy: Get a SUE Behavioural Design expert to prototype, test and validate your strategy, campaigns, and innovations, and learn fast what works and how to get people excited.
  4. Successful Implementation: Get a SUE Behavioural Design Expert to optimize and supercharge your marketing communication, using behavioural science as their tool.

Conclusion: Design for the problem

If we hadn’t done our interviews with our customers, we would never have understood that the biggest opportunity for SUE was to find a way to lower the barrier for getting Behavioural Design expertise. Understanding that the biggest barrier is that our customers have internal processes that can’t be overruled easily, was the key to rethinking how we can provide value without interfering with these processes.

We’re constantly learning, improving, and adapting, and we still have a long journey ahead of us. But I’m convinced it’s going to be a fun journey.

Tom De Bruyne

How do you do. Our name is SUE.

Do you want to learn more?

Suppose you want to learn more about how influence works. In that case, you might want to consider joining our Behavioural Design Academy, our officially accredited educational institution that already trained 2500+ people from 45+ countries in applied Behavioural Design. Or book an in-company training or one-day workshop for your team. In our top-notch training, we teach the Behavioural Design Method© and the Influence Framework©. Two powerful tools to make behavioural change happen in practice.

You can also hire SUE to help you to bring an innovative perspective on your product, service, policy or marketing. In a Behavioural Design Sprint, we help you shape choice and desired behaviours using a mix of behavioural psychology and creativity.

You can download the Behavioural Design Fundamentals Course brochure, contact us here or subscribe to our Behavioural Design Digest. This is our weekly newsletter in which we deconstruct how influence works in work, life and society.

Or maybe, you’re just curious about SUE | Behavioural Design. Here’s where you can read our backstory.

sue behavioural design
How To Convince More People To Get Vaccinated

How to convince more people to get vaccinated

By All, Citizen Behaviour

Suppose that the national government comes to you and asks you to devise a campaign to encourage unvaccinated people to get their jab: How would you go about it? For many agencies, this would be a dream job. I think the current “I’m doing it for” campaign is fine: “I’m doing it so we can party again”, “I’m doing it so I can visit my grandmother again”. The campaign tries to provide people with arguments to overcome their doubts about the jab by replacing the abstract long-term effect of vaccination with a practical and relevant short-term benefit. Textbook behavioural economics.

Persuading someone is not rational

But what do you do with the last group that we cannot persuade to cross the finish line? I have interviewed several people over the past few weeks. A first striking observation is that most of these people have perfectly reasonable arguments not to do it. They have made a choice not to trust the vaccine for now. They do not deny the danger of COVID-19, but they are quite confident that the chances of them getting very ill themselves are small. Each of them has their concerns about the possible adverse effects of the vaccine.

What they are not interested in are people who try to convince them with counter-arguments. Attacking their arguments feels like a personal attack against them. And since so many people have already tried, they have had plenty of practice setting up a line of defence to explain and defend their choices. The harder you push them, the more they become defensive. This, by the way, is the most important lesson in the psychology of behavioural change.

You cannot convince someone with rational arguments if they have not yet decided to be convinced.

BONUS: free ebook 'How to convince someone who believes the opposite'

Especially for you we've created a free eBook 'How to convince someone who believes the opposite'. For you to keep at hand, so you can start using the insights from this blog post whenever you want—it is a little gift from us to you.

Download ebook

Go ahead, it’s completely free of charge!

Context can justify decision making

Another golden rule in behavioural change is that motivation follows convenience. I eat vegetarian, but I make exceptions very easily at restaurants because the vegetarian options sometimes require too much sacrifice in terms of culinary enjoyment. Put me in this choice context, and I can justify my behavioural change without blinking an eye.

We see the same thing happening everywhere concerning vaccination. More and more people who were very sceptical about the jab have ended up taking it because they no longer want to deal with the hassle involving travelling, going out and everything else that makes life fun. Did that change their minds? Not at all. They still have grave doubts. But all the hassle has altered the question they unconsciously answer: Are my objections worth that much that I am willing to make my life that difficult? For some people, the answer is a resounding yes. They are prepared to bear the consequences of their choices, and we must respect that. But for many others, this change of context is reason enough to gamble with their objections and have the jab.

To conclude, there are different reasons why certain people will not get vaccinated. However, the way we approach these individuals should not be with rational arguments to change their minds. Those who are sceptical should not be motivated to change their point of view. But perhaps the hassle of upcoming restrictions for those who are not vaccinated can be motivation enough for people to get their jab.

Tom De Bruyne

How do you do. Our name is SUE.

Do you want to learn more?

Suppose you want to learn more about how influence works. In that case, you might want to consider joining our Behavioural Design Academy, our officially accredited educational institution that already trained 2500+ people from 45+ countries in applied Behavioural Design. Or book an in-company training or one-day workshop for your team. In our top-notch training, we teach the Behavioural Design Method© and the Influence Framework©. Two powerful tools to make behavioural change happen in practice.

You can also hire SUE to help you to bring an innovative perspective on your product, service, policy or marketing. In a Behavioural Design Sprint, we help you shape choice and desired behaviours using a mix of behavioural psychology and creativity.

You can download the Behavioural Design Fundamentals Course brochure, contact us here or subscribe to our Behavioural Design Digest. This is our weekly newsletter in which we deconstruct how influence works in work, life and society.

Or maybe, you’re just curious about SUE | Behavioural Design. Here’s where you can read our backstory.

sue behavioural design
This site is registered on wpml.org as a development site.