Changing behaviour

Are we rational? Do we understand our own behaviour? And why is an agency interested in behaviour change anyway?

Many of our clients at some level want to influence or even change an individual’s behaviour. For example on health issues, environmental, social behaviour, or attitudes and behaviour towards a charity. The use of digital technology to initially reach and inform people has been seen as at least part of the solution. So an early site like drugconcern was built purely to offer information and advice to parents who may be curious or concerned about drugs in relation to their son or daughter.

However the potential to engage with people takes the use of the technology further. Sites like Fun to save use interactive content - in this instance a game - to engage with a younger audience, teaching them about the concept of saving. Similar engagement could be through community building using online discussion boards or forums.

Going further still the technology can interact at key points within a user’s experience – in this way it can be used to influence behaviour – the familiar ‘people who bought that also bought this’ prompt is a good example.

Research into behaviour change has shown it to be a complex matter and it is core to many of our client’s objectives. Our understanding of the research into behaviour change and our ability to support it through digital technologies is a key factor in much of our work.

If you would like to know more about how d2 can support behaviour change please contact us