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

• Advanced methods and facilities

• Advanced measures of behaviour

• Advanced statistical analysis

3. The Human Side

We will focus on two parts of business today:

Understanding your customers:

• Needs & Perceptions

• How they use your products

Understanding and motivating co-workers:

• Recruitment and Job Fit

• Motivation and Commitment

• Performance and Productivity

• Innovation and Creativity

4. Your Customers

• The human mind is totally fascinating!

• It works in ways that are both deliberate and automatic.

• We can focus our minds, if necessary.

• But our minds can also trick us!

5.

6.

29/05/11

Copyright: The Center for Applied Neuroscience

7.

READ THE COLOURS

8.

READ THE COLOURS

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

CAN YOU READ THIS?

10. Your Customers

• People often dont know what drives their thoughts and actions.

• If you ask them, they often have something to say.

• But often, they are wrong especially at predicting what will make them happy in the future.

11. 12.

• Market research methods are based on one major premise:

• • If you want people to tell you what they think, just ask them!

• This premise is based on one majorproblematicassumption:

• • People are able to introspect andgain accessinto how they feel andcommunicateit to researchers.

Introspection 13. Beyond the Focus Group

• So how do you ever know what customers really want?

• • You dont really want to build a faster horse!

• Psychologists have spent years developing some methods that help solve this riddle.

14.

• Our value add is:

• Focusing on customer behaviour

• 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.

• Face reader,eye-tracking and virtual reality.

• This provides insight into internal psychological processes.

We explore usability within service design.

We also test other products, not just web sites.

• Recently involved in a project for Tetrapak testing the usability of drink packages.

19. Beyond Usability Testing 20. Beyond Usability Testing 21.

• There are many types of implicit measures.

• All of them focus on taping into automatic associations that customers may be unaware of:

• Below are some examples:

• • Implicit Association Test (IAT)

• • The Go/No Go Association Task (GNAT)

• • The Single Category/Target IAT (SC-IAT)

• • Low Tech IAT (Paper Based IAT)

Implicit Methods 22. The IAT 23.

• For a good experience of the IAT visit the Harvard

• website where you can take the tests.

• https://implicit.harvard.edu/implicit/

How does the IAT work? 24.

• With regards to your customers, the IAT can be used in several ways.

• • The IAT can be used to measure how much people associate certain products with their self concept.

• • The IAT can be used to assess the relative association of aparticular productwith particular attributes.

• • The IAT may be used to assess implicit brand image and brand personality.

The IAT and Business Research 25.

• What you have seen is just a sample of our methods.

• The important thing to point out is that:

• • Use the right methods for the right questions.

• • Solving clients problems, not necessarily just doing research.

• Methodological triangulation is also important.

• • 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.

• 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.

• Organizational morality has been found to be more important than competence or sociability

• 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.

The psychology of power

maximising effectiveness and driving professional success

What is their secret?

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

• Error detection performance

• Proof-reading performance

Findings: Perfectionism haspositiveandnegativeeffects

Positive effects

• More invested effort

• Higher performance

Negative effects

• More false alarms

• Lower efficiency

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.

• Implications for international workforce and online collaboration.

When people are relaxed and can afford being open-minded, diversity can increase creativity.

• When in a hurry and under pressure, they need structure, and under such conditions diversity can actually decrease creativity.

• Implications for high pressure work environments.

33.

Please visit the ICE website

• http://www.icekent.co.uk/

Please visit the Psychology Enterprise website

• http://www.kent.ac.uk/psychology/enterprise/

You can follow us on twitter:

• @gtviki, @ICE_Kent, @KentPsychology

You can email us:

• [email_address]or[email_address]

You can also visit our blogs:

• http://www.itsnotrocketstats.com

• http://www.icekent.co.uk/posts

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