- 1. School of PsychologyDr G.Tendayi Viki & Dr Tim
Hopthrow
2. Our Expertise
- Understanding and Influencing Human Behaviour
- Over 40 academics, researchers and post-docs
- Social Psychology the largest and most influential research
group in the UK
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- Advanced methods and facilities
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- Advanced measures of behaviour
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- Advanced statistical analysis
3. The Human Side
- We will focus on two parts of business today:
- Understanding your customers:
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- How they use your products
- Understanding and motivating co-workers:
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- Motivation and Commitment
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- Performance and Productivity
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- Innovation and Creativity
4. Your Customers
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- The human mind is totally fascinating!
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- It works in ways that are both deliberate and automatic.
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- We can focus our minds, if necessary.
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- But our minds can also trick us!
5.
6.
- Copyright: The Center for Applied Neuroscience
7.
8.
9.
- I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I
was
- rdanieg The phaonmneal pweor of the hmuan mnid. Aoccdrnig
- to rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer
inwaht
- oredr the ltteers in a wrod are, the olny iprmoatnt tihng is
taht
- the frist and lsat ltteer be in the rghit pclae.
- The rset can be a taotl mses and you can sitll raed it
wouthit
- a porbelm. Tihs is bcuseae the huamn mnid deos not raed
- ervey lteter by istlef, but the wrod as a wlohe.
- Amzanig huh? yaeh and I awlyas thought slpeling was
- ipmorantt!, not as improtnat as a lagre bottel ofrediwen
10. Your Customers
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- People often dont know what drives their thoughts and
actions.
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- If you ask them, they often have something to say.
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- But often, they are wrong especially at predicting what will
make them happy in the future.
11. 12.
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- Market research methods are based on one major premise:
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- If you want people to tell you what they think, just ask
them!
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- This premise is based on one majorproblematicassumption:
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- People are able to introspect andgain accessinto how they feel
andcommunicateit to researchers.
Introspection 13. Beyond the Focus Group
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- So how do you ever know what customers really want?
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- You dont really want to build a faster horse!
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- Psychologists have spent years developing some methods that
help solve this riddle.
14.
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- Focusing on customer behaviour
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- Using implicit or indirect measures
15. User Experience
- In his now classic book, Steve Krug notes that people dont
really read content on websites.
- So web designers need to buildbetter billboards.
- We have expertise to help you find out usability issues with
your website.
- The focus here is not on asking, butwatching real users
interact with your product.
16. User Experience 17. User Experience 18. Beyond Usability
Testing
- We also go beyond this form of basic usability testing, and
integrate advanced methods.
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- Face reader,eye-tracking and virtual reality.
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- This provides insight into internal psychological
processes.
- We explore usability within service design.
- We also test other products, not just web sites.
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- Recently involved in a project for Tetrapak testing the
usability of drink packages.
19. Beyond Usability Testing 20. Beyond Usability Testing
21.
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- There are many types of implicit measures.
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- All of them focus on taping into automatic associations that
customers may be unaware of:
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- Implicit Association Test (IAT)
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- The Go/No Go Association Task (GNAT)
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- The Single Category/Target IAT (SC-IAT)
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- Low Tech IAT (Paper Based IAT)
Implicit Methods 22. The IAT 23.
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- For a good experience of the IAT visit the Harvard
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- website where you can take the tests.
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- https://implicit.harvard.edu/implicit/
How does the IAT work? 24.
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- With regards to your customers, the IAT can be used in several
ways.
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- The IAT can be used to measure how much people associate
certain products with their self concept.
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- The IAT can be used to assess the relative association of
aparticular productwith particular attributes.
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- The IAT may be used to assess implicit brand image and brand
personality.
The IAT and Business Research 25.
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- What you have seen is just a sample of our methods.
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- The important thing to point out is that:
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- Use the right methods for the right questions.
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- Solving clients problems, not necessarily just doing
research.
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- Methodological triangulation is also important.
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- The same findings with more that one method, then you are
really onto something!
Your Customers 26. Your Colleagues and Staff 27. 28. Motivation
and Commitment
- We now know that monetary rewards and job security may not
serve as sufficient motivation.
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- If you want to get people to do more than just show up!
- People need to feel that they are part of something bigger than
themselves.
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- Organizational morality has been found to be more important
than competence or sociability
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- Cooperate social responsibility is a source of motivation and
commitment.
- The more people identify with organizations the more they
engage in organizational citizenship behaviour.
29.
- maximising effectiveness and driving professional success
30. Poor Judgements
- People often make judgements quickly without collecting
sufficient information
- Accurate judgments and decisions are sacrificed because people
use mental shortcuts
Mindfulness
- Our research has shown that inducing a mindful state
significantly improves cognitive performance
- Mindful people rationally perceive both positive and negative
information and make better judgments
- Our 1 day training course will teach techniques that improve
mindfulness
- It will provide participants with techniques that they can use
themselves every day to increase their mindfulness
- A half day taster session is available
Specialist Training Staff Judgement and Performance 31.
Perfectionism, Performance and Efficiency (Stoeber & Eysenck,
2008; Stoeber et al., 2010; Stoeber, 2011)
- Question: How does perfectionism affect performance?
- Method: Computerised assessment of
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- Error detection performance
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- Proof-reading performance
- Findings: Perfectionism haspositiveandnegativeeffects
32. Cultural Diversity and Creativity
- Learning about different cultures can boost creativity. This is
subject to conditions:
- People must do more than just visit places, they have to
immerse themselves in the local culture.
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- Implications for international workforce and online
collaboration.
- When people are relaxed and can afford being open-minded,
diversity can increase creativity.
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- When in a hurry and under pressure, they need structure, and
under such conditions diversity can actually decrease
creativity.
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- Implications for high pressure work environments.
33.
- Please visit the ICE website
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- http://www.icekent.co.uk/
- Please visit the Psychology Enterprise website
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- http://www.kent.ac.uk/psychology/enterprise/
- You can follow us on twitter:
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- @gtviki, @ICE_Kent, @KentPsychology
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- [email_address]or[email_address]
- You can also visit our blogs:
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- http://www.itsnotrocketstats.com
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- http://www.icekent.co.uk/posts
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