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Behaviour Change Model – How to change consumer behaviour
Thanks to traditional data sources, and the pervasiveness of big data, we now have so many ways of understanding what consumers are and aren’t doing. But what if we could understand what they might be about to do – and build strategies which respond to that future opportunity? Behaviour change modelling can give you that direction.
As humans, we all know that however good your intentions, behaviour change doesn’t happen overnight. And just because we’re not currently demonstrating a behaviour, doesn’t mean that we never will. All behaviour change goes through clearly defined psychological stages that pre-empt any measure in behaviour change – however, conventional research approaches often focus on the end goal (likelihood to do or buy something) without recognising the importance of measuring where people are on their behaviour change journey.
Similarly, it’s easy for a product or campaign to be judged based on its final in-market data – but often, these hard metrics can miss the achievement of moving consumers along on a journey towards your proposition (even if they’ve not dipped into their wallets just yet).
By using our academically-grounded Behaviour Change Modelling approach, we can see where the behaviour trend is heading. We focus on where consumer behaviour is currently, and overlay our proprietary analytical modelling on top of this – allowing us to provide specific strategic direction on which interventions/approaches will encourage the adoption of certain behaviours (e.g. beginning to purchase the category, take up exercise, etc.). By simultaneously removing the reliance on ‘claimed’ future behaviour, we can robustly inform and guide commercial strategies, wherever there is a proposition which requires consumers to adopt and demonstrate a repeatable behaviour.
Download our paper to see how BCM is helping strategy, marketing, R&D and innovation teams understand lifestyle behaviours, consumer habits and category sizing across a range of industries.