In NITIE I attended a session on Behaviour
Architecture: A revolutionary practise in influencing human behaviour by Mr. Biju Dominic, and i will like to share some important points of the session.
Mr. Biju Dominic is the CEO of consulting firm called FinalMile, Mumbai. He started his career 15 years ago in marketing and was instrumental in launching of many products and advertisements in India like Axe to name a few. Before Co-founding FinalMile with 3 others in the year 2008, he worked in companies like Mudra Communications and Lintas India Ltd, and headed DMA Branding.
FinalMile was developed on the principles of Cognitive Neuroscience and Behavioural economics. But before coming to those two principles one need to understand human behaviour.
After various studies it was observed that only 1 in 9 patients will change their lifestyle. 85% of people will leave gym after just one month of joining. Why will people risk their lives at rail crossing rather than just waiting for few more minutes? Why are the cars with anti lock braking systems more prone to accidents? And why does a guy, even after many hoardings asking him to, never stands closer to the urinal while doing his business.
Now in situations like these, the two afore mentioned principles come into play. Behavioural economics explains the inherent rationality of humans and Cognitive Neuroscience deals with mental process and scientific basis of our behaviour.
What does it mean? In simple terms it means that most of our decisions (95% of them) are made with our sub conscious mind and to understand what decision one will make one needs to understand what a person is thinking when he is making the decision.
For example, asking a guy whether he will use protection when he is sitting with his girl friend at a coffee shop is different from asking him when he is in bed with his partner.
Another example involves the little master. It was observed (captured on the stump mic) that during batting Sachin Tendulkar will say 2 or one, just before the bowler has bowled the delivery.
What i am trying to say is that while taking decisions a human doesn't think, he acts. And understanding this action is called Behaviour Architecture. This is what FinalMile has been specialised to do.
They come up with the easiest and the most effective solution. Put yellow marks on the track after specific interval against which, people could judge the speed of train. This simple solution reduced the deaths on railway crossing by 70%.
In addition to this they suggested that honk of railway locos to be changed from a continues sound to a sound with breaks in it. According to their study human are more alert to breaking sounds then a continues one.
In another of their works they suggested to put a picture of a fly in the urinals of men's toilet rather than putting hoardings telling them to stand nearer. A picture of a fly will give something to aim at and they will stand closer to urinals.
Although these and many other effective work of FinalMile are difficult to understand as mentioned before; what we do is decided by 95% of our unconscious brain.
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| Mr. Biju Dominic |
FinalMile was developed on the principles of Cognitive Neuroscience and Behavioural economics. But before coming to those two principles one need to understand human behaviour.
After various studies it was observed that only 1 in 9 patients will change their lifestyle. 85% of people will leave gym after just one month of joining. Why will people risk their lives at rail crossing rather than just waiting for few more minutes? Why are the cars with anti lock braking systems more prone to accidents? And why does a guy, even after many hoardings asking him to, never stands closer to the urinal while doing his business.
Now in situations like these, the two afore mentioned principles come into play. Behavioural economics explains the inherent rationality of humans and Cognitive Neuroscience deals with mental process and scientific basis of our behaviour.
What does it mean? In simple terms it means that most of our decisions (95% of them) are made with our sub conscious mind and to understand what decision one will make one needs to understand what a person is thinking when he is making the decision.
For example, asking a guy whether he will use protection when he is sitting with his girl friend at a coffee shop is different from asking him when he is in bed with his partner.
Another example involves the little master. It was observed (captured on the stump mic) that during batting Sachin Tendulkar will say 2 or one, just before the bowler has bowled the delivery.
What i am trying to say is that while taking decisions a human doesn't think, he acts. And understanding this action is called Behaviour Architecture. This is what FinalMile has been specialised to do.
FinalMile Works
FinalMile conducted a study about why people, even after knowing the safety rules, will cross the railway tracks when it's not safe to cross. They came up with answer that people are not able to judge the speed of the train due to lack of objects in their view against which they can relate the speed.They come up with the easiest and the most effective solution. Put yellow marks on the track after specific interval against which, people could judge the speed of train. This simple solution reduced the deaths on railway crossing by 70%.
In addition to this they suggested that honk of railway locos to be changed from a continues sound to a sound with breaks in it. According to their study human are more alert to breaking sounds then a continues one.
In another of their works they suggested to put a picture of a fly in the urinals of men's toilet rather than putting hoardings telling them to stand nearer. A picture of a fly will give something to aim at and they will stand closer to urinals.
Although these and many other effective work of FinalMile are difficult to understand as mentioned before; what we do is decided by 95% of our unconscious brain.
Is the company you studied ?
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