We can’t tell people what to do, but we can guide them to do it.
Every dollar spent on marketing, customer experience, product or service development and communication must be effective. The goal for any marketing activity is to influence behaviour.
Every marketer knows this isn’t easy, but the rewards are significant. Pathways towards behaviour change are possible to find and navigate.
Even small changes in behaviour can have large affects, whether that’s improving people’s lives or business results.
Every marketer knows this isn’t easy, but the rewards are significant. Pathways towards behaviour change are possible to find and navigate.
Even small changes in behaviour can have large affects, whether that’s improving people’s lives or business results.
How does TRA apply the art of knowing people to behaviour change?
The art of knowing people begins with science. Cognitive scientists have built a cannon of knowledge that helps explain why people behave the way they do.
Investing in behaviour change insights means putting a sharp focus on understanding how and why people behave the way they do – when people themselves can’t tell you.
Knowing, however, isn’t enough. We need to know how best to apply the science of behaviour change.
You can’t simply tell people to break a habit or change their beliefs. So, we apply behavioural science to design for success from the outset.
Our models and methodologies, tools and frameworks unlock change at all levels, from micro to systemic. It’s a comprehensive approach. Because we know that you need to address behavioural science at the micro level (nudges and behavioural economics) as well as at the wider contextual, societal and systems level.
Investing in behaviour change insights means putting a sharp focus on understanding how and why people behave the way they do – when people themselves can’t tell you.
Knowing, however, isn’t enough. We need to know how best to apply the science of behaviour change.
You can’t simply tell people to break a habit or change their beliefs. So, we apply behavioural science to design for success from the outset.
Our models and methodologies, tools and frameworks unlock change at all levels, from micro to systemic. It’s a comprehensive approach. Because we know that you need to address behavioural science at the micro level (nudges and behavioural economics) as well as at the wider contextual, societal and systems level.
Behaviour can’t be analysed in isolation
To see the full picture, our models put behaviour in context.
We zoom in, uncovering precise insights and impactful nudges. We zoom out, looking at the social and cultural, systematic, infrastructure or policy context. It’s how we tackle wicked behaviour change challenges – from lowering emissions and increasing vaccination uptake to reducing cyber security threats.
Our models range from individually targeted frameworks, such as our Behavioural Economics Framework and through to macro models, such as the COM-B model, socio-ecological model and social norms frameworks which herond
We zoom in, uncovering precise insights and impactful nudges. We zoom out, looking at the social and cultural, systematic, infrastructure or policy context. It’s how we tackle wicked behaviour change challenges – from lowering emissions and increasing vaccination uptake to reducing cyber security threats.
Our models range from individually targeted frameworks, such as our Behavioural Economics Framework and through to macro models, such as the COM-B model, socio-ecological model and social norms frameworks which herond
Meet our lead
Lindsey Horne
With a background in neuroscience and applied behavioural science, Lindsey’s approach to behaviour change is holistic, from broader cultural and social change through to behavioural economics and nudges. This holistic approach extends to bringing a systemic perspective to barriers to behaviour change.
Lindsey is the author of the Cyber Change: Behavioural insights for being secure online, an internationally recognised behavioural science report.
The Behaviour Change discipline is led by Lindsey alongside five other consulting staff with wider training across the entire consulting team. To keep informed of new developments and refine our approach, we focus on three key areas: behaviour change frameworks, best practice behavioural science methodologies and explorative R&D.
Contact Lindsey →Lindsey is the author of the Cyber Change: Behavioural insights for being secure online, an internationally recognised behavioural science report.
The Behaviour Change discipline is led by Lindsey alongside five other consulting staff with wider training across the entire consulting team. To keep informed of new developments and refine our approach, we focus on three key areas: behaviour change frameworks, best practice behavioural science methodologies and explorative R&D.
TRA is globally recognised for our
behavioural science contribution.
behavioural science contribution.
We have been a finalist in the global Habit Weekly Awards for Best Resource, where we were recognised alongside BIT’s Behavioural Insights Manifesto, and our behavioural insights research for cyber security was published in the 2023 Annual Behavioural Economics Guide.
Clients we have successful
partnerships with in this area.
partnerships with in this area.
Auckland Transport
Real Pet Food
New Zealand Post Ltd
EECA
ACC
MBIE
ASB
AustralianSuper Pty Ltd
Insights
There’s no point keeping our smarts locked away. Our content hub ‘Insights’ shares the ideas, frameworks and tools that we utilise in our work.
