The Behaviour Change Strategy Matrix
Select the most effective strategy based on the behaviour.
Useful for:
Outlining strategy, planning.
Project stage:
Design
The Behaviour Change Strategy Matrix means you can approach behaviour change methodically. Assess the complexity of the desired behaviour change and the target group's readiness in order to select a behaviour change strategy. So that you can design solutions that truly resonate with your target group's abilities and willingness to change.
It’s useful for:
Directing your plans: If you're at the planning stage of a project, this tool guides your strategy, ensuring you're focused on the right aspects, saving you time and resources.
Adapting your project: The Matrix is applicable across a range of scenarios, be it minor tweaks in habit or profound lifestyle changes. Its adaptability makes it a handy tool in any designer's toolkit.
Enhancing communication: By making the behaviour change process clear, you can effectively share your insights and expectations with stakeholders.
Applications:
The Behaviour Change Strategy Matrix can be used in various contexts, including personal development, community engagement, organisational change, and public health interventions, to name a few.
Whenever you are choosing your project strategies this tool should be at your fingertips.
Important reminders:
Use the matrix as a guide, not a prescriptive solution. Continuously reassess, adapt, and combine strategies as required, and always consider the unique context in which you are working.
The matrix is a lighter and more simplified version of the Behav System. Use it as as first step into the process of behaviour change. For more in depth and focused approach explore the Behav System.
The matrix's quadrants do not prescribe a single strategy. There is a range of strategies within each quadrant, and your specific situation will determine the most appropriate ones. Strategies can and should be combined.
STEPS
Identify the behaviour: Clearly articulate the behaviour you're aiming to change. Make it as specific and measurable as possible.
Assess complexity: Determine the complexity of the desired behaviour change. Reflect on whether it's a straightforward task (like washing hands regularly) or something more intricate (like maintaining a regular exercise regimen).
Reflect on the questions outlined below to ascertain the complexity of the change.Evaluate people’s readiness: Gauge the willingness of your target group to adopt this change. Consider their current awareness, motivation, and the barriers they might face.
Use the questions below to assess readiness.Locate on the matrix: Using your assessments of complexity and readiness, identify which quadrant the behaviour falls into.
Choose appropriate strategies: Based on the quadrant, select and implement the most effective strategies based on your project goals, needs and context.
Tailor Your Approach: Once you've identified suitable strategies, it's time to customise them to your specific context. Remember, what works well in one situation might not work as well in another, so be prepared to adapt.
Plan your intervention: Design your behaviour change initiative around these strategies. This plan should be flexible and open to adjustments as you get more feedback and data.
Monitor and adapt: Behaviour change is dynamic. Regularly reassess the complexity, readiness, and effectiveness of your strategies. Don't be afraid to adjust your approach if circumstances change or if you're not getting the results you anticipated.
Complexity of Behaviour
This axis assesses the nature and extent of the change desired. It might involve a minor alteration to existing habits or require a complete lifestyle transformation. For example, starting to drink more water each day is a simple change, while adopting a new diet, regular exercise, and stress management practices together is a complex change.
Remember, it's not about how difficult the behaviour change is, but rather how much it requires altering current routines or learning new skills.
To assess complexity of behaviour change, consider the following:
Does the change involve a single action, or does it require a sequence of actions?
Is the change a minor modification of existing behaviour or a complete overhaul?
Does the individual have to unlearn deeply ingrained habits?
Readiness for Change
This axis reflects the target group's willingness and preparedness for change. It's crucial to understand their current knowledge and beliefs about the behaviour, their motivation levels, and their perceived obstacles.
Readiness for change varies greatly and can be influenced by multiple factors. For example, an individual may be highly ready for change if they've just received a serious health warning from their doctor, but may be less ready if they're currently facing high stress or time constraints.
For readiness for change, contemplate these factors:
What is the target group's current knowledge about the behaviour?
How motivated is the group to make this change?
What barriers do they perceive to the change?
The Four Quadrants
READY FOR BIG STEPS
[ High Complexity, High Readiness ]
When people are eager to make significant changes, focus on equipping them with necessary knowledge and skills (Educate), demonstrating the new behaviour (Demonstrate), and building their confidence and capabilities (Skills-Build).
RESISTANT TO BIG STEPS
[ High Complexity, Low Readiness ]
If there's resistance or indifference towards major changes, it helps to shift their perceptions (Persuade), raise their awareness of the need for change (Alert), and highlight potential negative consequences of not changing (Compel).
RESISTANT TO SMALL STEPS
[ Low Complexity, Low Readiness ]
For smaller changes where motivation is low, consider incentives or rewards (Tempt), make the desired behaviour easier to adopt (Facilitate), or modify the surrounding environment to favour the new behaviour (Restructure).
READY FOR SMALL STEPS
[ Low Complexity, High Readiness ]
When people are willing to adopt simple changes, make the behaviour personally relevant (Relate), simplify the process (Facilitate), and empower them with the necessary skills (Skills-Build).
BEHAVIOUR CHANGE STRATEGIES
Persuade: Utilise emotions, logic, or public pledges to encourage behavioural change. For instance, a public commitment to healthier eating can increase the likelihood of maintaining this behaviour.
Restructure: Modify either the physical or social environment to make a behaviour easier or more difficult. This could mean rearranging your workspace to improve productivity.
Educate: Offer the necessary knowledge and skills for individuals to alter their behaviour. This could involve sharing resources about sustainable living practices.
Demonstrate: Display the desired behaviour as an example for others to follow. This might involve leaders demonstrating integrity and transparency in the workplace.
Relate: Make new behaviours personally meaningful. This can be accomplished by linking the new behaviour to personal goals or values.
Alert: Increase individuals' awareness of their actions and the underlying reasons. For example, a daily activity log can make people more conscious of how they spend their time.
Facilitate: Simplify actions and processes to make behavioural change more achievable. This might involve providing step-by-step guides or checklists.
Tempt: Use rewards to motivate individuals to adopt the desired behaviour. For example, a fitness app might offer badges or points for reaching exercise goals.
Compel: Highlight the potential costs or consequences of not adopting the desired behaviour. This could involve showing the environmental impact of not recycling.
Skills-build: Develop the necessary skills and confidence in individuals to adopt new behaviours. This might be achieved through workshops or training sessions.
Derived from:
The Behaviour Change Strategy Matrix, a facet of Behav's Change Patterns, makes behavioural change more reliable and structured. Containing 10 strategies drawn from behavioural science, it guides on where to best deploy each. For detailed strategy selection, Behav's Drive Patterns and Behav System are handy.
