Exploring the issue to be addressed and formally structuring the problem space. By identifying key groups, behaviours and audiences that are related to the behavioural ojectives — known as a Desired or Non-Desired Behaviour(s) (DB or NDB respectively).
2. Group-Behaviour pairs
3. Behavioural objectives (MOE)
4. Research questions and Hypotheses
5. TAA Research plan
Using targeted, field-based research to understand and analyse Target Audiences (TAs)
1. Research findings
2. CTG and TA Profiles (TAP)
Developing and testing the behaviour change intervention strategy. Using (TAP) and data from TAA to develop a strategy for influencing behaviour. This includes the planning of an appropriate communication campaign, and testing recommendations using system models developed during Phase I (SCP) and Phase II (TAA).
1. Intervention strategy
2. Intervention prognosis
Creating and deploying the strategic communication campaign.
1. Implementation brief
2. Campaign Design
3. Campaign Media
Assessing the efficacy of a behavioural change intervention after it has been implemented. This includes the repeat collection of audience data and comparison of changes against criteria established during Phase I (SCP).
1. MOE data collections and analysis
2. Project report