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Exploring the issue to be addressed and formally structuring the problem space. By identifying key groups, behaviours and audiences that are related to the behavioural ojectives — known as a Desired or Non-Desired Behaviour(s) (DB or NDB respectively).
Outputs:
1. PSM
2. Group-Behaviour pairs
3. Behavioural objectives (MOE)
4. Research questions and Hypotheses
5. TAA Research plan
Using targeted, field-based research to understand and analyse Target Audiences (TAs)
Outputs:
1. Research findings
2. CTG and TA Profiles (TAP)
Developing and testing the behaviour change intervention strategy. Using (TAP) and data from TAA to develop a strategy for influencing behaviour. This includes the planning of an appropriate communication campaign, and testing recommendations using system models developed during Phase I (SCP) and Phase II (TAA).
Outputs:
1. Intervention strategy
2. Intervention prognosis
Creating and deploying the strategic communication campaign.
Outputs:
1. Implementation brief
2. Campaign Design
3. Campaign Media
Assessing the efficacy of a behavioural change intervention after it has been implemented. This includes the repeat collection of audience data and comparison of changes against criteria established during Phase I (SCP).
Outputs:
1. MOE data collections and analysis
2. Project report
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