Testing: System 1, System 2
Humans fancy themselves as logical operators. But the science shows that most of our behavior is driven by biases and mental shortcuts (heuristics). This is the premise of Daniel Kahneman’s Dual-System Theory, and it drives our process at For Goodness Sakes. We explore the biases and heuristics (System 1) that may be in play around an issue. We then reframe those in a way that help people embrace a more pragmatic choice (System 2). The method is proven and highly methodical, identifying insights that can open the door to behavioral change and subsequent social impact.
Click a category below to learn more.
|
Diagnostic + |
Uncovering biases & heuristics: We begin by deploying primary qualitative and quantitative research to confirm which System 1 biases and heuristics are impacting the behaviors we seek to change. Beyond primary research in System 1 thinking, our researchers call on a variety of behavioral change theories to hone the insights that will help reframe the way the target audience is making choices (consciously or not).
PRESENT-CASTING
Understanding the System 1 insights, we develop concepts to illustrate the right-now reality of down-stream consequences in a way that doesn't pander or talk down to an audience. Present-Casting smuggles the intellectual realities of System 2 thinking into System 1 insights. When complemented with the removal of other change barriers, it is incredibly effective.
|
Program Design + |
Armed with a full understanding of the biases and heuristics, along with a reframing of the issue through Present-Casting, we develop the overall strategy for the behavioral change initiative. Our strategists craft highly nuanced communications, create stakeholder engagement plans and build integrated program experiences that move audiences to take action. Messaging is pre-tested to ensure resonance with the audience and as a benchmark for evaluations. Collectively, this phase serves as the foundation upon which all fulfillment work is based.
|
Fulfillment + |
Producing and deploying communications across myriad tactics — be that digital marketing, social media, media public relations, mass media and others — is only part of what it means to fulfill a program. We implement stakeholder engagement plans, bringing affiliated organizations together in collective-impact fashion and managing the consumer experience on a grassroots level. This helps to ensure the audiences have the support and resources they need, removing barriers along the way.
|
Refinement & Evalutaion + |
We re-test and refine program components, forming feedback loops that continually evolve the messaging strategy and tactical implementation. We also use several practices to generate consumer input that can inform operational modifications to improve the consumer experience. At every step, we track performance against the benchmark evaluation measures to quantify social impact and to ensure compliance with funder expectations.
Expand All | Close All
Testing: System 1, System 2
Humans fancy themselves as logical operators. But the science shows that most of our behavior is driven by biases and mental shortcuts (heuristics). This is the premise of Daniel Kahneman’s Dual-System Theory, and it drives our process at For Goodness Sakes. We explore the biases and heuristics (System 1) that may be in play around an issue. We then reframe those in a way that help people embrace a more pragmatic choice (System 2). The method is proven and highly methodical, identifying insights that can open the door to behavioral change and subsequent social impact.
|
|
Diagnostic |
Uncovering biases & heuristics: We begin by deploying primary qualitative and quantitative research to confirm which System 1 biases and heuristics are impacting the behaviors we seek to change. Beyond primary research in System 1 thinking, our researchers call on a variety of behavioral change theories to hone the insights that will help reframe the way the target audience is making choices (consciously or not).
|
PRESENT-CASTING Understanding the System 1 insights, we develop concepts to illustrate the right-now reality of down-stream consequences in a way that doesn't pander or talk down to an audience. Present-Casting smuggles the intellectual realities of System 2 thinking into System 1 insights. When complemented with the removal of other change barriers, it is incredibly effective. |
|
|
Program Design |
Armed with a full understanding of the biases and heuristics, along with a reframing of the issue through Present-Casting, we develop the overall strategy for the behavioral change initiative. Our strategists craft highly nuanced communications, create stakeholder engagement plans and build integrated program experiences that move audiences to take action. Messaging is pre-tested to ensure resonance with the audience and as a benchmark for evaluations. Collectively, this phase serves as the foundation upon which all fulfillment work is based.
|
|
Fulfillment |
Producing and deploying communications across myriad tactics — be that digital marketing, social media, media public relations, mass media and others — is only part of what it means to fulfill a program. We implement stakeholder engagement plans, bringing affiliated organizations together in collective-impact fashion and managing the consumer experience on a grassroots level. This helps to ensure the audiences have the support and resources they need, removing barriers along the way.
|
|
Refinement & Evaluation |
We re-test and refine program components, forming feedback loops that continually evolve the messaging strategy and tactical implementation. We also use several practices to generate consumer input that can inform operational modifications to improve the consumer experience. At every step, we track performance against the benchmark evaluation measures to quantify social impact and to ensure compliance with funder expectations.