Three rules to apply behavioural science thinking (without a big budget)

Our industry continues to rely heavily on market research to inform our thinking. And as a researcher, I’m not going to discourage its use. But we do need to acknowledge its limitations. As David Ogilvy put it, the problem with research is that “people don’t think what they feel, they don’t say what they think and they don’t do what they say”. For example, experience tells us that convenience trumps almost everything else as a driver of behaviour (although few people would admit to this with their own actions). Research is still a valuable tool in informing understanding, but we must never blindly take it at face value.

The brain is hard-wired to create shortcuts that conserve energy. It’s one of the reasons that familiar brands always have the edge over new market entrants – we already know what they represent, and we don’t have to consciously analyse the differences between options. The same principle applies to habit – once familiar and established, habits are hard to break. So thinking about our goals, not just in terms of triggering single actions but as establishing ongoing habits, can be transformative.

Thinking more deeply about the intrinsic benefits of any behaviour - the impact an action could have on a person’s self-image or self-esteem – can be a powerful start point for a compelling creative narrative. This such narrative will position your audience as heroes on a journey of self-transformation – highlighting the challenges they face, the solutions your service provides and the positive outcomes they can expect to achieve.

So, applying behavioural science thinking doesn’t necessarily require a big budget. Whatever the size of your organisation, these three rules provide a roadmap for applying behavioural science principles effectively – and affordably.

If you found this blog interesting, why not check out our article on why every organisation needs a marketing strategy?