A behavioural approach for solving your most pressing communication, policy or design challenges.
This process integrates methodologies from behavioural science and design thinking to create meaningful change at the individual or system level.
Along with 24 PATHWAYS, this is your go-to tool for behavioural innovations.
Mindset. Embrace the unknown
Method. As we begin our behavioural innovation journey, we get comfortable stating things we know and things we don’t know. When we see missing pieces in our puzzle, we can better understand our blindspots. Conducting field interviews, desk research, literature reviews and in-situ observations are useful research tools to help us fill in the gaps.
Check-in guide. What assumptions, biases and worldviews are we bringing in? Who is missing from this conversation?
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Mindset. Shine the light on the unseen forces that influence our behaviours
Method. Through this canvases, we collate the diversity of factors that impact people's experiences. The COM-B model surfaces the enablers and blockers for behaviour change. This can be synthesised from current research, data insights and collective experience of teams. When there is not sufficient evidence to address these questions, start with some qualitative and/or quantitative research to understand the factors that influence behaviour change.
Check-in guide. How is the local context relevant, and what are the implications?
The COM-B model highlights to change people's behaviour, they need the right levels of Capability (C-Factor) and Opportunity (O-Factor), along with sufficient Motivation (M-Factor). The interconnected interactions between these factors influences behaviours.
Source: Michie, S., Van Stralen, M. M., & West, R. (2011). The behaviour change wheel: a new method for characterising and designing behaviour change interventions.
Mindset. Strength-based approach to flip your challenges into opportunities
Method. Frame the challenges as “How Might We” (HMW) statements using the EAST framework. The intention is to flip your complex challenges into smaller opportunities for behaviour change with this template.
A well defined “How Might We” statement doesn’t suggest a particular solution, but gives you a strong foundation for generating creative ideas.
Check-in guide. What’s already working well that we can strengthen?
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Mindset. The quantity of ideas matters more than the quality of ideas.
Method. This can start with adopting “24 PATHWAYS for behaviour change” to co-create behaviourally informed ideas with participants. There are no rules to creative thinking ! But there is duty of care to design 'with' people rather than 'for' them, or even worse ‘at’ them. Bring your customers, citizens and communities into the process where possible. Get feedback on your ideas to understand what sits well and what needs improvement.
Check-in guide. What matters to the people impacted by this behaviour change idea?
Explore behavioural insights derived from decades of academic research and case-studies synthesised using the COM-B model. Every pathways identifies a unique strategy for enabling behaviour change.
You can follow these simple guidelines:
1. Select one "How might we" statement from STEP 2 with a clear target audience and behaviour that you are seeking to change
e.g. How might we make it easy for conscious customers to buy from sustainable businesses?
2. Pick at least one black and one green strategy card/filter. List the pathways for change under these strategy cards
3. Use the thought-starters in these pathways to springboard behavioural ideas that enable people to shift their behaviour.
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Mindset. Flex your humility.
Method. Let’s experiment! Data is your friend. Write down your assumptions and how you plan to go about testing them. This could range from A/B testing, to workshops to a Randomised Control Trial (RCT). Capture your learnings about what worked and what didn’t, to build a database of experiments others can learn from. Stating what we want to find out, and testing whether our ideas actually translate to change in the real world.
Check-in guide. How can we ensure we are reaching diverse audiences, not just the ‘easiest’ to reach?
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