When people are faced with decisions—whether it’s a life-changing choice, such as which cancer surgeon to choose, or something more mundane, such as figuring out which pizza place to visit for lunch—many need validation that they are making the right choice. If they’re thinking about spending money, they might check out reviews or ratings online. … Read more Audiences Love Data, But What If They Don’t Understand It?
Behavioral science is getting a lot of buzz these days. Industries ranging from banking and retail to non-profits and governments are embracing behavioral science as an effective and inexpensive way to change human behavior. What was once a fledgling academic discipline is now an industry standard with companies welcoming Chief Behavioral Officers to weave behavioral … Read more The Value of Behavioral Science in the Communications Industry
Changing test2 Most people know Jack Martin as the global chairman and CEO of Hill+Knowlton Strategies or as one of the inventors of public affairs. I know him these days as my boss, but for the last two decades I’ve known Jack as the source of great advice. I’m not sure he’d ever consider himself my … Read more Making Up My Own Mind, and Other Lessons I Learned from My Mentor
The vast trove of information available online is changing the way people make decisions, both large and small. Today, nearly nine out of 10 Americans say they find claims more persuasive if they are supported by data than if they are not, according to “The Transformation of Influence,” a survey of more than 4,000 people conducted by … Read more Does Data Influence?