The behavioural science behind BEHAVES //  Vol 01: Content

Humans are storytelling creatures. Stories are how we interpret the world, which means we’re more likely to remember them than a string of facts or a wall of information.

We tap into this with BEHAVES by presenting information as stories as much as possible. That means a cohesive structure for each module, real-world examples that you can relate to and consistent characters that follow you throughout.

Module five in particular sees you take on the role of a behavioural science consultant for a large organisation with a particular problem. By following that example from start to finish, science tells us that you’re able to retain more information – and apply it yourself – leading to greater understanding than a simple quiz.

(And module five seems to be a lot of people’s favourite).

Check out this article from Harvard Business on what makes storytelling so effective for learning.

Simple language is effective. It’s easier to understand and more believable. Plus it boosts readability (especially for non-native speakers).

Often long academic words can creep into educational content almost by accident as  people often fall into the trap of thinking it makes them sound believable and credible (and therefore that they’re more of an authority worth listening to). In truth? The opposite tends to be true.

Besides, us appearing an authority isn’t really our priority. The real priority? Whether you’ve learnt something valuable that you can start applying to  your day-to-day role.

Short sentences. Familiar words. Simple.

Check out the wonderfully named research paper Consequences of erudite vernacular utilized irrespective of necessity: problems with using long words needlessly

There’s a limit to how much information we can retain in one go. Ever attended a fascinating talk or listened to a brilliant podcast and felt like you’d learnt a lot, but came away… not able to remember a thing?

The lack of spacing is probably why.

Our brains need time to process information. To mull it over. Savour it. See how it all fits together.

That’s why we split BEHAVES into six modules. Each is a complete, coherent part that works on its own, but forms part of the wider cohesive narrative (see point one).

That means you can guide yourself at your own pace – revisit parts you enjoyed, go back and reread parts you got a question wrong for, and take breaks as your brain needs them.

Check out this research paper on why consistent spaced learning is more effective than cramming (sorry, students – your lecturers were right).

Behavioural science is a huge field. Huge. With a century of academic research (not to mention application across marketing, sales, government policy, learning and plenty of other fields all feeding back) there’s a lot to discuss.

So… where do you begin? That was our challenge.

First, we set out seven categories that every single behavioural insight could fit into. In all honesty?

Then we set out 14 insights, across two modules (that’s seven at a time – one per category for those keeping track), choosing insights that were:

• Fundamental – which are the core pillars of behavioural science?

• Memorable – which are the most likely to stay with learners?

• Applicable – which will people be able to use from day one?

Choosing just 14 was a challenge. Many of our favourites didn’t make the cut (goodbye ). But those that did could deliver the most value to you. And that’s what really matters.

This article from the Research Institute for Learning & Development shows more on why too many options are a bad idea for learning.

Learning can be fun. No, learning should be fun!

We’ve spent so many years with the teacher-talking-to-a-room-of-people-trying-desperately-to-listen thing that it sometimes feels like what ‘learning’ should look like. But behavioural science shows us that this isn’t true. 

The Von Restorff effect (the fanciest named of the principles here) essentially says that when we presented with lots of things that look the same, we most notice those that stand out for some reason.

By having lots of variety of formats, lots of interactivity and chance to test what you know, by adding humour and even the occasional touch of bizarreness, your brain stays engaged – and keeps learning.

Check out this on why adding some levity and humour to online learning can be pretty effective.