Unit 3: Insights and the Current Behavioral Balance
Lesson 9: Confidence, impact, likely to change
Not all pressures are created equal. Many projects will end up identifying 20 or more pressures and that can make it hard to decide where to focus during the Design phase. So when you create a pressure map, it can help to look at each pressure through 3 different lenses:
- Confidence: how likely is it that the pressure that I’m observing is real? How many people did I hear it from? Do I have both quantitative and qualitative evidence?
- Impact: how much does the pressure seem to change people’s behavior? How strong is it?
- Likelihood to change: is this a pressure we can easily change in the scope of this project? How much influence do we have on it?
Ideally, you want to focus on high confidence, high impact pressures that we are likely to be able to change.
Activity:
Look at your promoting and inhibiting pressures from the M&M project.
- Which pressure are you most confident generalizes across large numbers of people? Why?
- Which pressure do you think has the largest impact on people’s M&M consumption? Why?
- Which pressure do you think would be easiest to change? Why?