When you’re trying to change people’s behavior, getting below the surface to understand what really drives their actions is crucial. Joan Young, Research Director at The Behaviour Change Collaborative in Australia, shared this imperative and ways to achieve it in a webinar for the International Social Marketing Association.
- Go beyond traditional segmentation by demographics to consider how people different on human needs such as for security, attention, achievement and connection.
- Assess all the ways to affect change by addressing people’s values, self-perceived ability (efficacy), context and other levers.
- Use a structured process to map out who is the target audience, what’s the desired behavior change, what benefit will they get (as they perceive it), what support will make the benefit credible and when and how to reach them.
