01:00 -Introduction to the challenge of uniting around a singular behaviour change
03:40 – Defining emotion and action metrics
05:56 – The role of workshops in achieving alignment
10:19 – Encouraging creative flexibility and evolution
In this episode of “Comms Testing Nightmares” from Beyond Blue, Jenny, Phil and Sam explore the complexities of behaviour change in communications testing. This thought-provoking discussion highlights the challenges of aligning Key Performance Indicators (KPIs) across differing concepts and offers insights into refining processes to achieve more precise and effective outcomes.
Understanding Diverse Behavioural Objectives
The conversation begins with an examination of a particularly challenging scenario faced by the team—testing various iterations for a travel vaccine with distinct behaviour change objectives. Each concept differed in its approach, leading to the absence of a consistent variable to measure outcomes. This inconsistency resulted in what could be perceived as an unfair test, exposing the need for a more cohesive approach when handling multiple objectives.
Clarifying the KPI Alignment
Phil and Sam emphasise the necessity of establishing alignment between the desired emotions and actions from target audiences, such as physicians or patients. This involves clearly defining how concepts should impact their feelings, thoughts, and actions. For instance, determining whether the aim is to evoke excitement, empathy, or a motivation to lobby for change among physicians can be pivotal in the strategic process.
They underscore the importance of involving creative agencies in aligning these metrics, helping them understand what emotions and behaviours they intend to evoke through their concepts. Moreover, this collaborative approach also provides an opportunity to tailor bespoke KPIs with client and agency input.
The Collaborative Power of Workshops
One of the core solutions discussed is leveraging workshops to achieve consensus among various stakeholders. These workshops enable stakeholders to align their objectives and strategies, thus eliminating concepts that do not meet the agreed-upon metrics. Through such collaborative sessions, conflicting behaviour change criteria can be resolved, ensuring all parties are on the same page.
Phil highlights the dual nature of these workshops: not only do they facilitate alignment, but they also serve as educational platforms. Behavioural science experts can be drawn upon to educate stakeholders on different behaviour change models, supporting in clarifying and streamlining objectives across the board.
Takeaway: Embracing Flexibility and Iteration
A crucial takeaway from the podcast is the need for bravery and flexibility in the creative process. Sam and Phil advocate for stepping beyond predefined roles and being open to refining behaviour change strategies based on insights gained through testing. This iterative approach involves drafting and revising KPIs, allowing them to evolve in response to new data and perspectives.
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