We test the strength that personal disposition has on behaviour.
This looks like standard research agency work. It’s different one key way – we don’t ask people what they think, we find out what they can’t normally articulate or crystallise about their assumptions and deep-seated attitudes.
- Semi-structured group interviews with chartered psychologists means we can quantify emotional experience and decode verbal and non-verbal behaviour
- EMOTIX© implicit attitude test from InnovationBubble is a method to understand the deep-seated responses to stimulus by ignoring slower, ‘thinking’ answers and focussing on reflexive quicker responses
- Journey mapping is a useful way to identify moments of pain, delight, confusion, and assumptions
We test the strength of the situation in guiding behaviour.
This looks like legacy split-headline/subject header marketing test, or more modern behavioural economics experiments – it is that exactly, and it is founded on the body of knowledge accrued and slots into the rest of our research.
- Randomised Control Trials and A/B testing of environment – an approach with which many are familiar
- Literature review (and possibly specialist interview) to make sure the approach is derived from and contributes to the complex model of human behavior
- We work in the virtual world of interface, the physical environment and architecture, and the cross-over between the two
2The balance of influence
How ‘the person’ and ‘the situation’ – in combination – influence behaviour.
- Knowing whether personal disposition or the situation in which the audience find themselves is the greater influence on behaviour is the best way of delivering a fully rounded understanding (e.g. littering is influenced approx 60% by age or ‘the person’, and 40% by distance from bin, or ‘the situation’)
- Once the diagnosis and prognosis is clear, we can work out ways to intervene and change behaviour
3Intervention planning & execution
Some clients prefer to use their established relationships for this part. That’s okay. A psychologically robust foundation from which to work is welcomed by many businesses.
- cost versus effect – to get the biggest bang for every £ (or $ or €) spent
- Ease of implementation versus effect – where an easy-to-deploy intervention can affect a behaviour
- Scalability versus strength of effect – where a foundation for long-term change is required
- Speed of implementation versus effect – the quickest to deploy intervention may not be the most effective