Member Article

Future Thinking launches Behaviour Change Model - a new approach to quantify, predict and explain a consumer’s likelihood to change behaviour

“Challenge” agency Future Thinking has launched Behaviour Change Model (BCM), a new approach to quantify, predict and explain a consumer’s likelihood to change their current behaviour.

BCM is a validated psychological technique utilising the trans-theoretical model that can be simply added to any quantitative questionnaire, enabling you to segment your target audience by which stage they’re at in the process of changing their behaviour.

Developed by Quantum Lab, Future Thinking’s innovation think tank, the approach recognises that people will only change behaviour when they are ready to do so and categorises people into five stages of behaviour.

• Pre-contemplation

• Contemplation

• Preparation

• Action

• Maintenance

The model identifies the different processes supporting behaviour change and how their impact is dependent upon the stage of change a person is in. The approach has been successfully used to understand behaviour change across a range of sectors; from healthcare, including addiction behaviour, but also to bring about a change to purchase habits or to try a new product or service, as well as understanding media buy-in from a choice or TV channel usage perspective.

Dan Young, Future Thinking’s head of Quantum Lab, comments: “Behavioural economics principals have become increasingly prevalent across the research industry in recent years, as understanding human behaviour rather than attitudes, beliefs and opinions take centre stage.

“BCM is a validated quantitative approach to understand the likelihood of people changing their behaviour. It helps to validate people’s attitudes and understand why people behave in a certain way and ultimately explains what’s driving and/or preventing the desired behaviour change in a more accurate way.”

This was posted in Bdaily's Members' News section by Alex Sampson .