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Behavioural Insight SprintA behavioural analysis of your target group firmly rooted in behaviouralscience unlocking behavioural boosters and barriers.

Behavioural Insight SprintGain insight into the choice psychology of your target group, know why they do or donot make choices and how you can nudge their behaviour into the desired direction.What is a Behavioural Insight Sprint?An accelerated but systematic process to do an in-depth behaviouralanalysis of your target group firmly rooted in behaviouralscience. Traditional research gives insight into the target group; thiswill provide you with a deep understanding of the human behind yourtarget group. Why do/don’t they do things? Why do/don’t they makechoices? It will help you gain a deep understanding of why your targetaudience behaves the way they do and will reveal opportunities toinfluence their decisions and behaviour positively.What is the objective of a Behavioural Insight Sprint?The objective of the sprint is to uncover the hidden psychologicalforces that influence your target audience's behaviour anddecisions. We will expose your target audience's decision-makingprocess, which is unconscious and irrational for the most part. What arethe stories people tell themselves to justify their behaviour or inertia?Which prejudices, fears, anxieties, convictions, ambitions or limitationswill prevent your target group from showing the desired behaviour?What makes them insecure about the desired behaviour? Or what canboost it? What are deeper-lying motivations to change? In short, we willunderstand the psychological hurdles in the influence process in all itsfacets, so you will gain insight into how to optimise your existing offer orsuccessfully develop new proposals and propositions. All rights reserved SUE Behavioural Design BVWhat makes a Behavioural Insight Sprint so valuable?The added value of this process is that it will help you/your team tothink outside-in. For any behavioural change to be successful, it isan essential but often a forgotten piece of the puzzle to start at theend genuinely: Your target audience. Identifying which unconsciousmental forces play a defining part to get your specific target audienceto embrace your particular offer will help you gain far more controlover successful outcomes. This could be your product, service, policy,platform, organisational change, positioning, etc. As a team, you arevery closely involved. This way, we make sure we’ll inject yourexpertise and experience, and at the same time, you as a team learnabout behavioural science.

“The approach was refreshingand exciting. And the same goesfor the findings.This way, the collaboration, not in the lastplace thanks to the joyful and energeticSUE team, was a surprising success forme. It is so exciting that also after 30years of work experience you can learnto look at people in another way.” All rights reserved SUE Behavioural Design BV

What is the outcome of a BehaviouralInsight Sprint?The outcome of the sprint is an in-depth behavioural analysis of yourtarget audience using the latest insights of behavioural science. Wewill take a deep dive into the minds of your target group, and we willboth unlock the forces that potentially block the desired behaviourand expose opportunities for change. This analysis is not cramped ina bulky report. You will receive a custom SUE Behavioural DesignCanvas with in its heart a SUE Influence Framework that showsin one eye view how you can effectively design your target audience’sbehaviour and shape their decisions. The SUE Influence Framework reveals the intuitive decision-making of your target audience, andyou’ll know why they do what they do and what is stopping them. Thismakes behavioural analysis a very valuable add-on to (existing)consumer research.When do a Behavioural Insight Sprint?You want to complement your existing research with behaviouralintelligence but want to do it smartly? You need to become genuinelycustomer-centric but don’t know how to do it systematically? Youwant to unlock the forces that block the desired behaviour of yourtarget audience? You would like more grip on the impact of yourprojects and are intrigued to inject some behavioural science intoyour approach? Then a Behavioural Insight Sprint is perfect for you. All rights reserved SUE Behavioural Design BV

Use this canvas to identify the forces that influence choice and behaviour. And to spot opportunities for adding human value that will influence minds and shape behaviour.WHAT ARE THE PAINS?WHO (which irrational humans) are we trying to influence?Take a look at the current behaviour (the behaviour youʼd like tochange). Is there something that irritates, annoys or frustrates someonein this behaviour that could push him/her to the desired behaviour as itwould fix these pains? NEGATIVES OF THE CURRENT BEHAVIOUR.WHAT ARE THE GAINS?The positive effects someone will feel or experience when engaging inthe desired behaviour. Something that is of that much value to someonethat They are willing to make the switch to the desired behaviour.POSITIVES OF THE DESIRED BEHAVIOUR.What is their CURRENT BEHAVIOUR andwhat current OFFER are they using?How do we want them to behave? What is the DESIRED BEHAVIOUR?HUMANPainsCURRENTBEHAVIOURGainsNegatives of thecurrent behaviourPositives of thedesired behaviourComfortsPositives of thecurrent behaviourAnxietiesDESIREDBEHAVIOURNegatives of thedesired behaviourJ.T.B.D. All rights reserved SUE Behavioural Design BVWHAT ARE THE COMFORTS?These are holding people in their current behaviour. It is what peopledo that feels familiar or comfortable to them. The thought of switchingto the desired behaviour gives them such feeling of discomfort that theyoften rather accept their current sub-optimal state.POSITIVES OF THE CURRENT BEHAVIOUR.What is the JOB-TO-BE-DONE (verb objective) that they aretrying to achieve with their behaviour?eg. drink a milkshake to kill commuting timeeg. buy a dog to meet other peopleeg. book a hotel room to explore the worldwww.suebehaviouraldesign.comBehavioural Design Canvas SUE Behavioural Design is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.WHAT ARE ANXIETIES?This is about the desired behaviour. It is everything that holdssomeone back from switching to the desired behaviour. Could be fears,insecurities, incapabilities, barriers, excuses, prejudices, etcetera.NEGATIVES OF THE DESIRED BEHAVIOUR.

How does a Behavioural Insight Sprint work?It is a high-speed process in which two senior Behavioural DesignLeads will apply the SUE Behavioural Design Method to make athorough behavioural analysis of your target group. We will interviewsix members of your target group using a research method that willunlock the unconscious forces that drive or block the desiredbehaviour and will reveal new opportunities for influence. All firmlyrooted in behavioural science, so you won't just gain insights butinsights that will predictably influence the choices and behaviour ofyour target group.“ In advance, I had my doubts aboutthis insight part. Now I never wantto start a project any other way.We discovered painfully quicklyhow many assumptions we makeabout the choices or motivationsof our target groups that aresimply dead wrong.”creating value propositionsdeveloping and optimising campaignscreating better customer experiencedefining price strategiesdesigning physical spaces All rights reserved SUE Behavioural Design BVdeveloping new products and servicesdeveloping donation modelsdeveloping contract strategiesupgrading consumer journeyscreating brand positioningscreating HR strategiesinstalling habits

What are behavioural challengesyou may solve in a sprint?Customer BehaviourIf you want to find out how you can shapethe decisions and behaviour of yourcustomers (to buy, return, donate,recommend, etc.) or want to know how toput more human value in your customerexperience and customer journeys.Citizen BehaviourIf you want to influence citizen behaviourto make sure they act upon polices orshow societal desired behaviour likerecycling, sustainable building, actingfinancially responsible, live healthy, takecare of their children, etc. All rights reserved SUE Behavioural Design BVEmployee BehaviourIf you want to get the most out of youremployees by helping them to becomemore creative, innovative, agile orcustomer centric or installing a culture inwhich they stay motivated to stick around.Or if you want to attract the best talent.

The SUE Behavioural Design Method In the sprint we apply a proven method in which we have powered up the process of designthinking with the science of behavioural psychology.CURRENTBEHAVIOURInsightWhy behaviour occursSCOPE BEHAVIOURAL INSIGHT SPRINT All rights reserved SUE Behavioural Design BVInterventionWhat to makeImpactHow to make it workDESIREDBEHAVIOUR

Which organisations have done a Behavioural Design Sprint at SUE?We have organised behavioural design sprints to solve complex influence challenges for brands, organisations, governments, NGOs, and politiciansworldwide to win customers, get voters, inspire giving, show good citizenship, embrace change and build better habits. We have worked in front and behindthe screens for organisations as UNHCR, Heineken, Oxfam, several departments at the Dutch Government, Sony Music, Rabobank, ABN AMRO, Randstad,Talpa Radio, the Dutch Liberal Party, Acerta, ANWB, Amnesty International, a.s.r, Centraal Beheer, Campina, CZ, eBay, ING, Humanitas, SNS, KBC, StichtingAap, SportCity, Rijkswaterstaat, Rotterdam The Hague Airport, Koninklijke Horeca Nederland, Ikea, De Volksbank, Roche and the Belgian Socialist Party,amongst many others.Client satisfaction: clients score us an average 9,2. All rights reserved SUE Behavioural Design BV

Where does the Behavioural Design Sprint take place?We have several options. We can run the Behavioural Design Sprint virtually. In that case, we will work together with you in MS teams and Mural (bothapplications you do not need to install, and we’ll give you all instructions on how to use them both beforehand). We also have a great sprint space in ouroffices in Amsterdam. If you decide to sprint with us in Amsterdam, you are in for a treat. We’ll take care of lunch, snacks and drinks, all home-made,healthy food topped with love. We can cater for allergies if needed. We can also sprint at your location. In this case, we will provide a list of items we needto be present at the site. Whatever suits you best! All rights reserved SUE Behavioural Design BV

The set-up of aSUE Behavioural Design SprintWhat is the timing, needed commitment and set-up?We strongly believe that together we can create the best work. It is priceless tointegrate your expertise and past experiences into the sprint. That's why in thesprint, we want to join forces by creating a core sprint team that includes 4people (maximum) from your side, teaming up with our Behavioural DesignLeads. This does require some of their time commitment, but at the sametime, this core team will pick up the ins and outs of Behavioural Design whilesprinting. Learning by doing.The core team should be present during the steps highlighted in green andshould have decision making power. During the final presentation on the lastday, other stakeholders can join. During the kick-off, we will take you throughthe sprint setup, and we will check your availability. We work with fixed fees—no unexpected costs. Mentioned budget is in Euros and exclusive of VAT butincludes testing and respondent selection, lunch, snacks, drinks, all the toolsand templates and our endless appreciation and dedication. All rights reserved SUE Behavioural Design BV