The Role of Motivational Research in Creating Effective Behaviour Change Communications


Session Overview

In this session from the 2020 GovComms Festival, the Research Director of the Behaviour Change Collaborative Joan Young explores how motivational research can contribute to crafting effective behaviour change communications.

Joan explains how traditional communications only appeals to a tiny fraction of our motivational triggers. She shows how motivational research can help us tap into the subconscious mind and get the best out of our communications and engagement.

Motivational research digs into the emotional, psychological and social drivers of our behaviour. These understandings can craft a messaging strategy that is informed by consumer realities. Rather than viewing consumers as rational and predictable decision makers, communicators must view them as emotional, instinctual and impulsive.

Joan claims that our behaviour change strategies will benefit from an understanding of what truly drives consumers under the surface, at the basic human needs level.

After watching this video, you will:

  • Understand that most communications only appeal to the surface level behaviour of citizens.
  • Use motivational research to build effective behaviour change campaigns that are informed by the realities of consumer behaviour.
  • Use effective communication techniques that strike at the heart of citizen motives.

Please note that this is a recording of a live presentation.