Finalise behavioural goals for each target audience
What is it?
Defining behavioural goals and objectives in light of how and why our target audience/s behave as they do, and a clear picture of how the intervention will encourage them to adopt the desired behaviours.
Why do this?
It is important that our behavioural goals and objectives, and the proposed actions, are rooted in a rounded behavioural analysis and understanding of the audience/s. We also need to check that we have drawn on appropriate research, behavioural and marketing theory to help us reach our recommendations.
How might you do this?
Revisit and, if necessary, update the behavioural analysis carried out under scoping to ensure that you have drawn on both research and theory to answer a range of questions about our target audience. More >
These questions include: where is our audience now; what are they doing; why are they doing it; how can we encourage them to behave differently, or maintain current/prevent new behaviour?
Then finalise the behavioural goals and objectives for the intervention, checking that these are Specific, Measurable, Achievable, Realistic and Time-bound (SMART).
Remember that the marketer’s task is to ensure that the offering to the target audience (the benefits) is equal or greater to what they perceive they will have to give up (the costs).
You need to have a clear picture of how your audience will weigh up the costs. So if you have not undertaken the right amount of good qualitative research in the scoping phase, you need to conduct it now.
Finalised behavioural analysis.
Finalised behavioural goals and objectives.
Know that you have clear behavioural goals and objectives that you will be able to monitor and evaluate.