2.1 IC LECTURES SUMMARY (COMMUNICATION
THEORY & RESEARCH)
TABLE OF CONTENTS
RESEARCH .........................................................................................................................................................................3
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE .....................................................................................................................3
PHASE 1 – ORIENTATION .................................................................................................................................................................. 3
LECTURE 2: THE RESEARCH IN DESIGN RESEARCH ...........................................................................................................................9
PHASE 2 – ANALYSIS ........................................................................................................................................................................ 9
LECTURE 3: DESIGN THINKING TOOLS ........................................................................................................................................ 14
PERSONAS ................................................................................................................................................................................... 14
EMPATHY MAPS ........................................................................................................................................................................... 17
CUSTOMER JOURNEY MAPS............................................................................................................................................................. 18
USER STORIES ............................................................................................................................................................................... 18
LECTURE 4: FUNCTIONAL ANALYSIS, CONTEXT ANALYSES AND DESIGN DOCUMENTS .............................................................................. 19
FUNCTIONAL ANALYSIS ................................................................................................................................................................... 19
CONTEXT ANALYSIS ........................................................................................................................................................................ 21
DESIGN DOCUMENT ....................................................................................................................................................................... 22
COMMUNICATION THEORY ............................................................................................................................................ 24
LECTURE 1: CAMPAIGN PLANNING ............................................................................................................................................ 24
COMMUNICATION AND BEHAVIOR CHANGE ........................................................................................................................................ 24
THEORIES ..................................................................................................................................................................................... 25
DIFFERENT TYPES OF CAMPAIGNS ..................................................................................................................................................... 25
WHY IS BEHAVIOR CHANGE AND (FOR EXAMPLE) BECOMING MORE SUSTAINABLE SO DIFFICULT? .................................................................... 27
MESSAGES AND SELECTION PROCESSES .............................................................................................................................................. 28
CAMPAIGN PLAN (BASED ON THE OASIS FRAMEWORK) ......................................................................................................................... 28
CAMPAIGN INSIGHTS (EAST FRAMEWORK) ........................................................................................................................................ 29
LECTURE 2: BEHAVIOR & ENVIRONMENT.................................................................................................................................... 30
1
,SOCIAL ENVIRONMENT ................................................................................................................................................................... 30
POLICY INSTRUMENTS TO CHANGE BEHAVIOR....................................................................................................................................... 32
LECTURE 3: BEHAVIORAL THEORIES ........................................................................................................................................... 33
KNOWING-DOING GAP, VALUE-ACTION GAP, DAGMAR & AIDA MODEL ............................................................................................... 33
HIERARCHY OF EFFECTS MODELS ...................................................................................................................................................... 35
SOME RELEVANT BASIC TERMINOLOGY ............................................................................................................................................... 35
THEORY OF PLANNED BEHAVIOR (TPB) ............................................................................................................................................. 36
ELABORATION LIKELIHOOD MODEL (ELM) ......................................................................................................................................... 37
MOTIVATION AND ABILITY .............................................................................................................................................................. 39
BEHAVIORAL ECONOMICS (KAHNEMAN) ............................................................................................................................................ 39
LECTURE 4: SEGMENTATION, TARGETING & COMMUNICATION OBJECTIVES ......................................................................................... 40
THREE-STEP PROCESS FOR SELECTING A TARGET AUDIENCE FOR A SPECIFIC CAMPAIGN .................................................................................. 40
STEP 1: SEGMENT A MARKET POPULATION ........................................................................................................................................ 40
STEP 2: EVALUATE THE SEGMENTS .................................................................................................................................................... 43
STEP 3: TARGET SEGMENTS ............................................................................................................................................................. 43
LECTURE 5: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS I ............................................................................................. 45
BEHAVIOR AND COMMUNICATION TOOLS I ......................................................................................................................................... 45
1. DETERMINANT: SOCIAL ENVIRONMENT .......................................................................................................................................... 46
2. DETERMINANT: PHYSICAL/ LOCAL ENVIRONMENT ............................................................................................................................ 48
3. DETERMINANT: KNOWLEDGE ....................................................................................................................................................... 49
LECTURE 6: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS II ............................................................................................ 50
4. DETERMINANT ATTITUDE (TPB) .............................................................................................................................................. 50
5. DETERMINANT ABILITY .......................................................................................................................................................... 52
6. DETERMINANT SELF EFFICACY (TPB) ........................................................................................................................................ 53
7. DETERMINANT INTENT ........................................................................................................................................................... 54
8. DETERMINANT EMOTIONS ...................................................................................................................................................... 54
9. DETERMINANT HABITS & ROUTINES......................................................................................................................................... 55
2
,RESEARCH
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE
What is design research?
• Communication campaigns are designed. Products are designed based on models.
Communication campaigns, plans and strategies are designed. Therefore, design
research is needed to properly design
• The design research has 6 phases:
1. Orientation
2. Analysis
3. Development
4. Design
5. Evaluation
6. Reflection
PHASE 1 – ORIENTATION
Main deliverables in this phase: Project Initiation Document (PID)
It includes the following deliverables:
• Project description
• Problem statement
• Measurable goals
• Communication objectives
• Time plan
Deliverable 1: Project Description
Explores the surroundings of the client
• What is the client’s organization?
• What is the client’s project or assignment? (In our case: behavioral change, creating
awareness, how to get a target group to do an action)
• Write a client brief (summary)
Deliverable 2: Problem Description
Elaborates on the client’s issue/ problem. It is important to fully understand the problem to
achieve a successful campaign
3
, Problem statement template:
• How can [organization] reach [desired situation] without [negative consequences]?
• How can [organization] reach [desired situation] while [concerns/goals]?
Identify the Present state à Gap Analysis à Desired state
• Present state: where are we at the moment
• Gap analysis: what should we do to achieve this/ how do we do this?
• Desired state: what do we want to achieve (this is not a product but rather a
behavior!)
How to identify the problem
Current situation or future
undesired situation
• What becomes problematic if the
desired situation is actively pursued?
GAP
• Why is the desired situation is not
easily reached? Problem
• What goals or concerns do
stakeholders have?
Desired situation (goal)
• Stakeholder’s concerns and/ or possible negative consequences make up the
problem
Example problem description from the lecture: The organization ‘Gasunie’ is currently
struggling with a poor reputation
4
THEORY & RESEARCH)
TABLE OF CONTENTS
RESEARCH .........................................................................................................................................................................3
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE .....................................................................................................................3
PHASE 1 – ORIENTATION .................................................................................................................................................................. 3
LECTURE 2: THE RESEARCH IN DESIGN RESEARCH ...........................................................................................................................9
PHASE 2 – ANALYSIS ........................................................................................................................................................................ 9
LECTURE 3: DESIGN THINKING TOOLS ........................................................................................................................................ 14
PERSONAS ................................................................................................................................................................................... 14
EMPATHY MAPS ........................................................................................................................................................................... 17
CUSTOMER JOURNEY MAPS............................................................................................................................................................. 18
USER STORIES ............................................................................................................................................................................... 18
LECTURE 4: FUNCTIONAL ANALYSIS, CONTEXT ANALYSES AND DESIGN DOCUMENTS .............................................................................. 19
FUNCTIONAL ANALYSIS ................................................................................................................................................................... 19
CONTEXT ANALYSIS ........................................................................................................................................................................ 21
DESIGN DOCUMENT ....................................................................................................................................................................... 22
COMMUNICATION THEORY ............................................................................................................................................ 24
LECTURE 1: CAMPAIGN PLANNING ............................................................................................................................................ 24
COMMUNICATION AND BEHAVIOR CHANGE ........................................................................................................................................ 24
THEORIES ..................................................................................................................................................................................... 25
DIFFERENT TYPES OF CAMPAIGNS ..................................................................................................................................................... 25
WHY IS BEHAVIOR CHANGE AND (FOR EXAMPLE) BECOMING MORE SUSTAINABLE SO DIFFICULT? .................................................................... 27
MESSAGES AND SELECTION PROCESSES .............................................................................................................................................. 28
CAMPAIGN PLAN (BASED ON THE OASIS FRAMEWORK) ......................................................................................................................... 28
CAMPAIGN INSIGHTS (EAST FRAMEWORK) ........................................................................................................................................ 29
LECTURE 2: BEHAVIOR & ENVIRONMENT.................................................................................................................................... 30
1
,SOCIAL ENVIRONMENT ................................................................................................................................................................... 30
POLICY INSTRUMENTS TO CHANGE BEHAVIOR....................................................................................................................................... 32
LECTURE 3: BEHAVIORAL THEORIES ........................................................................................................................................... 33
KNOWING-DOING GAP, VALUE-ACTION GAP, DAGMAR & AIDA MODEL ............................................................................................... 33
HIERARCHY OF EFFECTS MODELS ...................................................................................................................................................... 35
SOME RELEVANT BASIC TERMINOLOGY ............................................................................................................................................... 35
THEORY OF PLANNED BEHAVIOR (TPB) ............................................................................................................................................. 36
ELABORATION LIKELIHOOD MODEL (ELM) ......................................................................................................................................... 37
MOTIVATION AND ABILITY .............................................................................................................................................................. 39
BEHAVIORAL ECONOMICS (KAHNEMAN) ............................................................................................................................................ 39
LECTURE 4: SEGMENTATION, TARGETING & COMMUNICATION OBJECTIVES ......................................................................................... 40
THREE-STEP PROCESS FOR SELECTING A TARGET AUDIENCE FOR A SPECIFIC CAMPAIGN .................................................................................. 40
STEP 1: SEGMENT A MARKET POPULATION ........................................................................................................................................ 40
STEP 2: EVALUATE THE SEGMENTS .................................................................................................................................................... 43
STEP 3: TARGET SEGMENTS ............................................................................................................................................................. 43
LECTURE 5: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS I ............................................................................................. 45
BEHAVIOR AND COMMUNICATION TOOLS I ......................................................................................................................................... 45
1. DETERMINANT: SOCIAL ENVIRONMENT .......................................................................................................................................... 46
2. DETERMINANT: PHYSICAL/ LOCAL ENVIRONMENT ............................................................................................................................ 48
3. DETERMINANT: KNOWLEDGE ....................................................................................................................................................... 49
LECTURE 6: BEHAVIORAL DETERMINANTS & COMMUNICATION TOOLS II ............................................................................................ 50
4. DETERMINANT ATTITUDE (TPB) .............................................................................................................................................. 50
5. DETERMINANT ABILITY .......................................................................................................................................................... 52
6. DETERMINANT SELF EFFICACY (TPB) ........................................................................................................................................ 53
7. DETERMINANT INTENT ........................................................................................................................................................... 54
8. DETERMINANT EMOTIONS ...................................................................................................................................................... 54
9. DETERMINANT HABITS & ROUTINES......................................................................................................................................... 55
2
,RESEARCH
LECTURE 1: INTRODUCTION AND ORIENTATION PHASE
What is design research?
• Communication campaigns are designed. Products are designed based on models.
Communication campaigns, plans and strategies are designed. Therefore, design
research is needed to properly design
• The design research has 6 phases:
1. Orientation
2. Analysis
3. Development
4. Design
5. Evaluation
6. Reflection
PHASE 1 – ORIENTATION
Main deliverables in this phase: Project Initiation Document (PID)
It includes the following deliverables:
• Project description
• Problem statement
• Measurable goals
• Communication objectives
• Time plan
Deliverable 1: Project Description
Explores the surroundings of the client
• What is the client’s organization?
• What is the client’s project or assignment? (In our case: behavioral change, creating
awareness, how to get a target group to do an action)
• Write a client brief (summary)
Deliverable 2: Problem Description
Elaborates on the client’s issue/ problem. It is important to fully understand the problem to
achieve a successful campaign
3
, Problem statement template:
• How can [organization] reach [desired situation] without [negative consequences]?
• How can [organization] reach [desired situation] while [concerns/goals]?
Identify the Present state à Gap Analysis à Desired state
• Present state: where are we at the moment
• Gap analysis: what should we do to achieve this/ how do we do this?
• Desired state: what do we want to achieve (this is not a product but rather a
behavior!)
How to identify the problem
Current situation or future
undesired situation
• What becomes problematic if the
desired situation is actively pursued?
GAP
• Why is the desired situation is not
easily reached? Problem
• What goals or concerns do
stakeholders have?
Desired situation (goal)
• Stakeholder’s concerns and/ or possible negative consequences make up the
problem
Example problem description from the lecture: The organization ‘Gasunie’ is currently
struggling with a poor reputation
4
