CHANGING behaviour
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Although we all like to think we have choices, in practice, most of our behaviour is based on habit and heuristics, and is constrained by external factors such as where we live, what our family situation is and our work. To influence behaviour requires understanding the way actual choices are made and the constraints on them. With this information appropriate measures, or 'nudges', can be developed to maximise the impact of a programme.
These measures can be 'hard' such as new infrastructure, 'soft' such as messaging, or financial such as a discount, with the appropriate mix depending on the specific situation. |
The process of influencing behaviour
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CASE STUDY: TRAVEL PLANNING PROJECTS
Project description
At Steer Tony Duckenfield was responsible for applying behavioural science to travel planning projects, using segmentation to understand the characteristics of the people living in an area and to inform the planning of each project, and their monitoring and evaluation. This included Personalised Travel Planning (PTP) and Workplace Travel Planning projects funded by the Local Sustainable Transport Fund (LSTF) and undertaken in Birmingham, Cambridgeshire, Cheltenham, Thurrock, and Portsmouth.
Project outputs
The projects, on average, reduced car use by an estimated 11% and increased use of walk by 5%, cycle by 5% and bus by 7%. Important lessons were also learnt about how to influence travel behaviour and these were shared with the Department of Transport and local authorities receiving LSTF funding.
Added value
Added value was provided by deploying expertise in three distinct, though related areas: monitoring & evaluation, segmentation and behavioural science.
Behavioural science concepts
Being seen to be good- some people can be motivated by being seen to behave in a manner which benefits society and this concept was used in the branding and publicity of the projects.
Empowerment- the travel advisors were made aware of this effect and were trained to help make participants feel that they could make changes and that this would make a difference.
Herd behaviour - as there is a tendency for people to unconsciously follow what others are doing the supporting publicity reported on how many people were participating in the programme.
Status Quo bias- the habitual nature of travel is a major factor and PTP conversations proved to be an excellent way of breaking the status quo and encouraging people to stop and think about their travel.
Project description
At Steer Tony Duckenfield was responsible for applying behavioural science to travel planning projects, using segmentation to understand the characteristics of the people living in an area and to inform the planning of each project, and their monitoring and evaluation. This included Personalised Travel Planning (PTP) and Workplace Travel Planning projects funded by the Local Sustainable Transport Fund (LSTF) and undertaken in Birmingham, Cambridgeshire, Cheltenham, Thurrock, and Portsmouth.
Project outputs
The projects, on average, reduced car use by an estimated 11% and increased use of walk by 5%, cycle by 5% and bus by 7%. Important lessons were also learnt about how to influence travel behaviour and these were shared with the Department of Transport and local authorities receiving LSTF funding.
Added value
Added value was provided by deploying expertise in three distinct, though related areas: monitoring & evaluation, segmentation and behavioural science.
Behavioural science concepts
Being seen to be good- some people can be motivated by being seen to behave in a manner which benefits society and this concept was used in the branding and publicity of the projects.
Empowerment- the travel advisors were made aware of this effect and were trained to help make participants feel that they could make changes and that this would make a difference.
Herd behaviour - as there is a tendency for people to unconsciously follow what others are doing the supporting publicity reported on how many people were participating in the programme.
Status Quo bias- the habitual nature of travel is a major factor and PTP conversations proved to be an excellent way of breaking the status quo and encouraging people to stop and think about their travel.
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Tony Duckenfield is a Certified Member of the Market Research Society and ensures all Beyond Logic's research is undertaken to their demanding standards 
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