Campaign Effectiveness and Behaviour Change
Many organisations aim to drive customer behaviour through communications and marketing campaigns – but the most impactful are those that sustainably influence how people think and ultimately how they behave.
We offer a range of solutions focussed around campaigns and behaviour change research – identifying the levers that drive behaviour change, thereby guiding organisations to deploy effective communications.
Behavioural insight
- Why do people behave in the ways they do, and what truly influences and drives that behaviour?
- Are their reported attitudes and behaviours driven by underlying social and desirability normalisations?
- Can understanding this allow us to identify factors that can lead to sustained behaviour change?
Through harnessing Behavioural Science inspired techniques with qualitative and quantitative methods, we can help unpick and answer these questions and support you in better understanding people’s conscious and unconscious influences.
Our solutions include:
- Capability, Opportunity, Motivation, and
Behaviour (COM-B)
- Easy, Attractive, Social, and Timely (EAST)
- Laddering
- Observational and ethnographic approaches
- Diaries and customer behaviour journey
monitoring
- Direct intervention tests, using Randomised
Controlled Trials (RCT)
Impact evaluation
Understanding the impact that a campaign, programme, or policy has is crucial in assessing value for money, efficacy and measuring return on investment. It is also key to pinpoint why and how it has had this impact in a wider eco-system.
We use recognised, robust
approaches in impact evaluation, tailored to support our clients to make
effective decisions in continuing or improving delivery.
Our solutions include:
- Development of theories of change and logic models to understand intended impacts and underlying assumptions
- Development of effective counterfactual measures
- Corresponding process and formative evaluation to better support in-programme change and understanding
- Cost-benefit analysis
- Econometric modelling
Campaign effectiveness
Understanding the response to
your campaign activity is critical to ensuring its effectiveness. You need to understand what attitudes and
perceptions you are altering, how that translates into behaviour change and what
you can do to deliver ‘more for less’ going forward – as well as justifying the
expenditure to those looking for ROI.
We help by identifying how effective your campaigns have been in driving attitudinal and behaviour change, thereby giving clear guidance on how to optimise your campaign material and marketing plan.
Our solutions include:
- Message evaluation – assessment of your
messages, how well they link to behavioural drivers and identifying which are
most likely to lead to behaviour change
- Campaign assessment – identifying the impact of
your campaign on behaviours and underlying attitudes and perceptions
- Behavioural drivers – providing the underlying
truths that cause and create behaviour, and identifying the levers that can be
used in campaign development
- ROI calculation – measuring the level of return
you receive from your campaign; financially, socially or behaviourally
