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Pattern recognition is a buzzword in the realm of artificial
intelligence. It underpins the ability to form assumptions based on observations
and prior knowledge.
In the race to develop robotic intelligence, we must find a
way to emulate the human aptitude for pattern recognition. You need look no
further than a young child learning to distinguish a cat from a dog, to see how
well adapted the human mind is for pattern recognition. From a very early age,
we make associations that build our ability to make accurate predictions. This
is fundamental to the processes of learning and decision making.
Doctors apply the same principles when making disease
diagnoses; they recognise the symptoms that match up with a known disease.
Often, the initial match is only partial, so pattern recognition is fundamental
for ‘filling in the gaps’. Interestingly, a neuroimaging
study has suggested that the neuronal systems used for generating
diagnostic hypotheses are in fact the same as those used for naming animals.
Recognition of a particular pattern is learned; it comes
from experience. This means that doctors from different specialties (or with
different levels of expertise) look for different features, and are more likely
to identify diseases that they are more familiar with. Initial diagnoses are subjective
(and sometimes speculative) because doctors are trying to recognise patterns
where they only have partial information.
It’s
the same when understanding behaviour.
Without considering all the possibilities, using all the
behavioural sciences, how do you make sure you have the ‘right’ outcome? And can
you still develop the best possible intervention to change your audience’s
behaviour?
At Hamell, our mission is to change behaviour for good, and by ‘good’ we
mean sustainable changes that lead to better health outcomes.
To do this, we consider all the angles.
Just as one symptom isn’t generally indicative of a
diagnosis, one scientific discipline doesn’t always paint the whole picture of
health behaviour. Hamell take a holistic and comprehensive approach, working
alongside leading academics to systematically review and interpret health
behaviour using all the behavioural sciences:
Behavioural psychology
Much like pattern recognition, behavioural psychology argues
that an individual’s behaviour results from learnt associations between stimuli
and outcomes. Using the principles of behavioural psychology, we investigate
the relative influence of past experiences and cues in our environment.
Behavioural economics
Our approach is strongly
influenced by the concepts of ‘behavioural
design’, and we strive to uncover the mental shortcuts used when making everyday
decisions. We work with leading academics to develop the best evidence based
solutions for our clients.
Health psychology
Illness cognition describes the personal health beliefs that
underlie our attention,
interpretation and consequent behaviours in response to health care information.
Always mindful to apply leading academic knowledge in practice, we work
with experts to critically evaluate the feasibility of behaviour change approaches
and to identify what, when or where each would be most effective.
Medical anthropology and medical sociology
Acknowledging the value of culturally appropriate care, we
delve deep into health behaviour fields that are often overlooked. We obtain a richness
of understanding only achievable through using approaches such as ethnography, and
the study of social interactions and
perceptions within groups.
Only Hamell sees the whole picture.
Hamell continually develop our 360 degree behavioural analysis
model, working with academics at the forefront of research and learning from multi-disciplinary
approaches. We use this model to design effective behaviour change initiatives
and engaging creative solutions for our clients.
We aim to change behaviour for good, and for the better.
For more information about our approach
and to see what we could do for you, contact fiona@hamell.co.uk or visit
the Hamell website.