Advanced Research Techniques in Marketing for Behaviour Change
Posted by Marketing & PR on 29 May 2024
In marketing aimed at encouraging big life changes, like stopping smoking or eating healthier, understanding why people do what they do is essential.
Using advanced research techniques such as co-creation workshops helps marketers understand these motivations, providing a strong foundation for campaigns that truly encourage positive actions.
How Insight Generation Fuels Social Change
Successful behaviour change marketing must understand the psychological and emotional factors that can lead someone to drop bad habits or pick up good ones. This involves a blend of solid science and genuine empathy to uncover people’s actions and the reasons behind them.
Co-Creation Workshops: Advanced Techniques for Deeper Insights
Here’s a look at how sophisticated research methods such as co-creation workshops can create valuable insights into behaviour change marketing:
Longitudinal Studies: Following the same individuals over time helps marketers understand how behaviours evolve and what drives such change. This is particularly helpful for assessing long-term projects like the campaign to get people to quit smoking.
Behavioural Analytics:Information gleaned from an app or health program demonstrates how individual people use such programs. This real-time flow of data permits adjustments that can make a campaign more effective.
Psychographic Segmentation: This method sorts people by psychological variables, like values or desires, rather than by age or where they live. Knowledge of these attributes can help form a message that resonates with individuals and causes change.
Experimental Designs: Randomised controlled trials (RCTs) give the gold standard for assessing the power of different interventions. They compare results between groups to find the most powerful way.
Qualitative Insights: Collecting in-depth information through interviews, focus groups, or diaries can reveal emotional or mental barriers that people have to change. Knowledge of these barriers allows for the creation of messages that may help with overcoming doubt or resistance.
Applying Insights to Campaigns
The trick to successful behaviour change marketing lies in using these insights garnered from co-creation workshops to create impactful campaigns. Strategies built on solid data and a deep understanding ensure that interventions are both evidence-based and emotionally appealing.
For example, a smoking cessation campaign might be more effective if it’s designed around the emotional benefits of quitting, using insights gained from these advanced techniques.
Co-creation workshops are vital for effective behaviour change marketing. They allow marketers to dig deep into the real motivations behind social behaviours.
With these insights, campaigns can be finely tuned, greatly improving their chances of success and promoting positive social changes. In this field, generating insights isn’t just about gathering information—it’s about making real change happen.
Our Expertise
We’ve been creating highly successful social marketing campaigns for our customers for over two decades. We love our work and use the latest marketing communication tools and most current segmentation and customer insight techniques.
This allows us to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and whole communities – for the social good.
Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioural Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.
This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.
Perfect Circle has delivered social change for clients like schools, local government, not-for-profit organisations, the health sector and niche commercial businesses, and we’re really proud of what we’ve done so far.
If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, we’d love to hear from you. Please visit our contact page and get in touch.
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