About us What we do The Behaviour Change Collaborative is a social enterprise that applies multidisciplinary approaches to affect positive change. Our reputation for excellence has allowed us to establish local, national and international partnerships with some of the world’s leading behaviour change institutions, academics and practitioners. We collaborate on projects globally to bring positive change to people’s lives, and to improve the communities in which we live, work and play. Change Conference Keynote 2019
Agenda. Activity Time Scene setting 5mins My wow moment! Consumer orientation, insight and behavioural 10mins Shift in mode of transportation to school between 1969 and 2009 for K-8 students . . . goals Group activity 1 20mins Choose a target segment & build a persona Feedback 5mins Group activity 2 10mins Behavioural objectives Feedback 5mins Closing remarks & Questions 5 mins Source: Green Health: Urban Planning and the Development of Healthy and Sustainable Neighbourhood's and Schools
What if catching the bus was cool?
People adopt behaviours that are FUN, EASY and POPULAR.
But behaviour change can be complex.
The Behaviour change wheel. Susan Michie, University College London.
Consider behavioural chains… Source: Doug McKenzie Mohr.
People are too busy to listen, let alone act. The average smartphone user [touches] their device a staggering 2,617 times each day . Among the heaviest users that figure more than doubles to 5,427 .
So where do we start?
What moves and motivates people?
Customer orientation. Developing a robust understanding of the audience, based on good market and consumer research, combining data from different sources .
Why would you do that then?
To travel the “last mile.” Last mile 99 miles • The term originated in telecommunications, then adopted by logistics more generally. • Not to be confused with the first and last mile Data. Customer problem in public transport… Understanding insight. • Customer insight is the fuel that can help us traverse the last mile.
Data is too often mistaken for insight.
There are two types of insight. Behavioural economics Social marketing Behavioural Intervention insight Audience Intervention insight What constitutes a “behaviour”?
We also need to build actionable insight. 68% use cars Proximity to public ? transport is a key factor UNDERSTANDING INSIGHT DATA WHAT WHY SO WHAT? What constitutes a “behaviour”? The deep truth that Facts & observations. Explaining what’s strikes a chord with going on. people.
Defining behaviour.
A behaviour is... Behavioural goals Broad. Strategic. By a An Under specific observable specific Behavioural objectives target action conditions Specific, concrete and audience measurable.
Activity
Activity overview. PART A: Customer orientation (20 mins) PART B: Behavioural goal (10 minutes) Write a clear behavioural goal for your target Build a persona to represent a member of your persona (audience). target audience. Demographics Enablers Habits By a An Under specific observable specific target action conditions audience Attitudes & Competition aspirations Key influencers Barriers Information sources
A. Building a persona. Demographics Personas Enablers Habits A practical way of applying a customer-centric approach, and allow the design of communications and interventions whilst keeping in mind the end user as a human rather than a set of data points. Aspiring Leader Attitudes & Competition aspirations Behavioural goal? Male, 18 – 25 Lives in the city, at home with parents. Usually drives to uni. P/T job to pay board and social expenses. Saving for home deposit. Key Barriers influencers Info sources – Friends, family, Twitter. Influencers – peers, business thought leaders. Enabler - Owns a bike. Health is important. Information sources Competition – Car is easier. Time. Barriers – Inconvenient. No perceived reward. Habits – Gym 4 x per week. Friday night drinks.
B. Behavioural goal. Task Write a clear behavioural goal for your target persona (audience). By a An Under specific observable specific target Example action conditions audience A 3% increase in the proportion of male students using a bike to get to and from campus at least 2 times per week by July 30, 2021.
What next? Post details to the Your Move website by Friday, 6 th December. Demographics Enablers Habits Educate Support Attitudes & Competition aspirations Key influencers Barriers Design Control Information sources Audience Behavioural Methods profile objective mix
And if all else fails…
Photos: Audrey Penven
Additional tools
4P’s in social marketing. • What does the customer/consumer get? • What’s being offered to them? Product • How much will it cost them? • (Not just money, but also time, effort, emotional costs, etc) Price • Where does the relevant behaviour happen? • Where are there opportunities to reach the customer/consumer? Place • What package of incentives can be put in place which will be valued by the customer/consumer? Promotion Source: The NSMC
The Methods Mix Educate Support Inform. Advise. Persuade. Inspire. What do people need? What do they value? Consumer Design Control Environmental and physical. Regulation and policy.
Value/cost exchange Active Decision Conscious / Considered A reward for doing e.g. A fine. something good. Hug Smack Incentive Disincentive Nudge Shove e.g. Default saving e.g. Carbon scheme. Tax Automatic / Unconscious Passive Decision Source: Strategic Social Marketing.
Method, value, cost exchange Hug Nudge Shove Smack Control Design Educate Support
Find us on Twitter, Facebook, LinkedIn and Instagram. Luke van der Beeke, Founder. m. 0401 325 153 e. luke@thebcc.org.au w. www.thebcc.org.au
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