We work with stakeholders to determine the problem and to set the desired outcome which meets SMART criteria. This is followed by Behavior Mapping and Context Analysis exercises through which we are able to identify what are the behaviors driving the problem and what are the root causes of those behaviors.
To design behaviorally-informed solutions to the problems and develop evidenced-based change strategy, it is essential to determine exactly what behaviors are necessary to target (i.e. target behaviors).
To ensure that Behavior Map reflects how people actually behave rather than how they should behave, we avoid traditional research methods. Instead, we directly engage with target individuals by speaking to them with pre-designed behavior surveys as well as by observing the process to receive a real-time feedback. In the end of the process we produce a detailed Behavior Map which provides full behavior journey of individuals. By in-depth analysis of this journey, we diagnose those behaviors that drive the problem.
Once we identify the target behaviors, it is key to learn why individuals behave as they do. For this we must understand the context in which individuals make decisions and act. In order to gain deep insights into the context, we analyze the information received from direct engagement with the target individuals. In the end of this exercise, we are able to determine the root causes of the target behaviors, such as intrinsic human biases and mental models as well as existing social or physical context which create barriers or triggers of particular behaviors.
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