heuristics – rules of thumb session 4
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Heuristics – Rules of Thumb Session 4. Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org. - PowerPoint PPT PresentationTRANSCRIPT
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Heuristics – Rules of ThumbSession 4
Finding the Critical Path to Change:Planning and Implementing a Successful Campaign
February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel
Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org
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What if it’s hard to decide ?
conflicting signals
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Facts, asks, arguments (campaigners opinions)
Audience thinks about it analytically – weighs pros and cons
Audience decides, changes opinion
Audience acts, changes behaviour
REFLECTIVE THINKING - conscious
REFLEXIVE THINKING - unconscious
What advocacy and conventional campaigns assume happens
Facts, asks, arguments (campaigners opinions)
Audience can’t think about it analytically – resorts to heuristics, values, framing
Audience acts (may mean no change in their actions)
Audience adopts opinion in line with behaviour
What actually happens
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Facts, asks, arguments (campaigners opinions)
Audience continues behaviour and resolves dilemma by concluding you must be wrong (about facts, arguments, opinions)
Audience tests it against behaviour and opinion
And … with a mature issue they already have made up their minds about
Audience finds conflict (not comfortable)
REFLEXIVE THINKING makes up most (98% ?) decision making
Not how science works
Not how the media and philosophy say politics works
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heuristics
• Liking• Similarity• Effort• Exchange
• Cooperation/groups• Authority• Representativeness
• Consistency• Commitment• Confirmation• Social proof• Scarcity (availability)• Availability (recall)• Adjustment from
anchor
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Heuristics are one reason why CAMP CAT factors are important
•Context – where the message arrives•Audience – who we are communicating with•Messenger - who delivers the message•Programme – why we’re doing it
•Channel – how the message gets there •Action – what we want to happen •Trigger – what will make that happen
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changed Messenger and utilised
LikingAuthorityConsistencySimilarity
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Consistency Opinion driven by behaviour
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Commitment
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Confirmation
I love Cornflakes because ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….. A CustomerName …………………………………………..Address…………………………………………………………………………………………--------------------------------------------------------Return to PO Box A13982786 secton ATo win your prize
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Effort
PA
Y P
AC
KE
T
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Social
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Similarity
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Liking
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Groups and cooperation
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Authority
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Scarcity
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Representativeness
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Availability, Recall and Vividness
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Adjustment From An Anchor
How much further or nearer is London to New York than 2,000 miles ?
2,000
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Take your example
Think about audiencesApply triage
Already agree Might agree Probably won’t agree
Target audience
Quick campaign (re)design
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Target audience (pick one audience)
What are they like ? What might work for them ?
Victim/problem Solution Way to act Benefit of success
Tip: try not to make it like what you do for those who already agreeCan also use CAMPCAT and RASPB
Do it in pictures – Use visual language - Use at least one heuristic
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How to make my national dish
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want … my
national dish
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Campaign to un-ban my national dish
1st step 2nd step 3rd step 4th step (etc)
End objective – end result
1st activity
2nd activity
3rd activity
4th activity
5th activity …(etc)
I want to be able to
make my my national
dish