This year’s conference concentrated on connecting behavior change innovations with measurable results and moving from theory to effective implementation. There were 142 engaging speakers from the private, public, and non-profit sectors.
I was the first speaker of the day. My presentation was titled, Navigating the Maze: Techniques to Find the Truth. My goal was to social marketers learn how to use projective techniques to uncover hidden barriers and motivations of their target market. I shared five approaches to find the truth:
- Ways to take direct questioning to the next level
- Indirect questioning using a picture sort
- Testing deprivation using a “eulogy” exercise
- Journaling to understand actual behavior and uncover confusion/misunderstanding
- A “campaign challenge” to uncover arguments for and against and which are perceived as motivating
Feel free to contact me if you would like details on any of these approaches.
All the presentations were very interesting. One of my favorites was called Theory to Strategy: Selecting Approaches for Success by Kristen Pace. Kristen is a Social Research Scientist for King County (in Washington State). She shared four predictors of behavior:
- Attitudes – favorable or unfavorable opinions toward behaviors
- Perceived Norms – what we think others want us to do or this is right
- Self-Efficacy – ones belief in their ability to do a behavior
- Structural Barriers – contextual factors that affect behavior
Each of these has an influence on someone’s behavior and their willingness to change that behavior.
To learn more about PNSMA or to attend any of their social marketing events, visit http://pnsma.org/