Leveraging Co-Creation Workshops for Deeper Understanding in Behaviour Change
Posted by Marketing & PR on 1 May 2024
In behaviour change marketing, the aim is to encourage people to make better choices, like quitting drinking or exercising more. It’s vital to really understand why people act the way they do.
Co-creation workshops are a brilliant way to get to the heart of these issues. These workshops aren’t just about collecting data; they’re about understanding people on a deeper level and creating campaigns that really work.
What’s Special About Co-Creation Workshops?
These workshops gather various people, such as potential audience members, behavioural scientists, marketers, and policymakers, to share ideas. The magic of these workshops is that they bring insights from the very people you’re trying to help, making the findings genuinely reflect real-life challenges and needs.
This inclusive setting helps build a complete picture that you might miss with just surveys or interviews.
What Happens in These Workshops?
Scenario Building: Everyone imagines and talks about specific situations where they could make healthier choices and discusses what might stop them.
Role Play: People take on different roles to express thoughts or feelings that are hard to put into words otherwise. This can uncover deeper reasons behind certain behaviours.
Idea Mapping: Ideas from the discussions are drawn out visually to see how they connect and figure out which ones might work best.
Prototype Testing: Quick, test versions of campaigns or solutions are made right there in the workshop, letting people give immediate feedback to tweak and improve them.
Using the Workshop Insights
The deep understanding gained from these workshops can really improve behaviour change strategies. For example, if the focus is on helping people stop drinking, insights into why they might feel pressured to drink or what stresses them could lead to more targeted help.
Solutions could include community support groups, bespoke apps to track progress, or campaigns that highlight the health benefits of drinking less.
Why They’re Worth It
Co-creation workshops are incredibly valuable in marketing for behaviour change. They allow for a deep, compassionate understanding of what drives people to make changes. By involving a diverse group of people in the planning process, marketers can craft more thoughtful and effective campaigns.
These campaigns are not only informed by theory but are grounded in the real-world experiences of the people they’re designed to help. This approach means that the strategies are more likely to succeed and have a lasting impact because they’re created with and for the people they aim to support.
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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