Behavioural insights are part of a social marketing approach, used to generate policies and behavioural change campaigns that are smarter, simpler and highly effective.

We are all different and unique

In an ideal world, we would all behave in exactly the same way – we’d all make logical decisions particularly when it comes to our personal health, make sensible choices, avoid problems and so on. Unfortunately the real world isn’t like that.  As individuals we are guided by our personal emotions, principles and preferences – often learned from the people around us.  That makes each one of us unique, and sometimes unpredictable.

Before a social marketing campaign can get underway, it’s important that social marketers have a detailed appreciation of the people they need to connect with.  That means understanding their thought processes, behaviours, choices and preferences.   

So what are behavioural insights and why do we need them? 

Behavioural insights (in simple terms a piece of detailed research) define how and why people make decisions and act in the way that they do.  Insights help social marketers to develop effective, long-term and short-term goals, within a social marketing framework, that make a connection and influence lifestyle behaviours.

Changing behaviours, improving lives, transforming communities

Let’s take a ‘for instance’.  Before you can tackle something like anti-social littering, you need to first understand why people find it acceptable to casually and purposefully litter the environment in which they live.  Understanding their thought process is of paramount importance if you are to influence their future actions and find ways of changing their behaviour through a social marketing project. 

Behavioural insights are the keystones of social marketing projects

Behavioural insights are the keystones of social marketing projects, and a necessity if you are to nudge behaviours in a certain direction.  A social marketing agency worthy of your business will understand this, and ensure that they put time and energy into understanding the different and unique behaviours of your target groups.   

We’re Perfect Circle – an open and honest social marketing agency that delivers life changing behavioural change campaigns.  Visit us online at perfect-circle.co.uk

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