If you’ve ever hired a consultant, you know it’s important to understand how they approach a problem. Here’s how we approach behavior change challenges.
Most of our projects follow a five step process that first seeks to understand the drivers of current behavior and barriers to alternative action. We then develop solutions that leverage behavioral economic theory, human-centered design principles, and a wide range of media and technology tools. Click on any step in the process below to see additional details.
- 1. Understand Context
- Strategic context
- Existing marketing plans
- Key metrics: sales, market share, etc.
- Existing “voice of the customer” data
- Current behaviors & specific desired behaviors
- Project goals
- 2. Listen & Observe
- Customer interviews and observations
- Customer experience maps
- Unmet needs of the customer
- Environmental & contextual data
- Industry and subject-matter expertise
- Stakeholder perspectives
- 3. Develop Solutions
- Environmental & contextual changes
- Product & service modifications
- Incentives to satisfy rational and emotional needs
- Promotional strategies, tactics
- Opportunities to leverage behavioral science
- 4. Pilot Test
Prepare & Test…
- Re-engage stakeholders
- Define pilot scope & requirements
- Develop organizational delivery capacity: processes, HR, and IT
- Test core products/services/campaigns
- 5. Measure & Assess
- Measure pilot results vs. baseline
- Assess progress towards project goals
- Either prepare for broader rollout, or refine the solution
- Iterate as needed.