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Understanding and

Influencing HumanBehaviour 

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17 July 2009 Dstl is part of the

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“Fighting battles is not

about territory, it is about

people, attitudes andperceptions. The

battleground is there.”

The Human Factor The Human Factor ……..

General Sir Michael Jackson (Feb 2000)

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The ‘Target Audience’

Personality

Culture

Group

PopulacePopulace

IndividualIndividual

GroupGroup

TeamTeam

• Decision-makers, opinion formers,uncommitted individuals andgroups within the population … not just adversaries

•

It is essential engage and developtrust … it’s not just about‘messaging’ or ‘strategiccommunication’

• All means of communication needto be considered … not just Cyber 

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© Dstl 2002

17 July 2009 Dstl is part of the

Ministry of Defence

InformationInformation

EnvironmentEnvironment

PersonalityPersonality

Culture

Group

TThehe ccontext: Information Environmentontext: Information EnvironmentInformation FlowInformation Flow

Trusted SourcesTrusted Sources

SocialSocial commscomms

TelecommsTelecomms

Mass MediaMass Media

‘‘NewNew’’ MediaMedia

Preferred ContentPreferred Content

Key Influencers

Credible Voices

Media & Marketing 

Information Access

 Attitudes & Perceptions

Narratives

Culture

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© Dstl 2002

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Ministry of Defence

Who does Military Influence ?

• Specialists

 – Psyops, Civil-Military Co-operation / Stabilisation, Media Ops

• Non-specialists

 – Commanders, Troops on patrol

• Fires, posture, presence, profile

 – All forms of military action have an indirect influence

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© Dstl 2002

17 July 2009 Dstl is part of the

Ministry of Defence

Key research themes• Improve conduct of Influence Activities across Analysis, Planning,

Execution and Assessment

 – Making the human / social science base accessible – Near-term emphasis on developing practitioner capabilities

• Develop social analysis and assessment capabilities:

 – Static / specialist / manpower intensive => dynamic / non-specialist /computer supported

 – Understanding => Forecasting• Capabilities to provide cultural competence

 – Guidance, training, cultural advisors

 – Support tools and reachback

• How influence can be achieved

 – Understanding target audiences => Tailoring influence approaches

 – How best to achieve influence in the cyber domain

 – Synergies between Fires and Influence

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Questions