Behaviour and Social Change Hub

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OUR SOLUTIONS

Designing and evaluating policy, programmes, interventions & communications.

Purpose + Mission

We help our clients create positive individual, organisational and societal change. Our ambition is to tackle key societal issues facing the UK today and use the application of behavioural science to guide and inform policy and behaviour change interventions to drive social good.

The solutions we offer include:

Advisory and consultancy services (around leading behavioural science frameworks, methods, models and theory)
End-to end-behavioural insight for intervention design and evaluation
Measuring and understanding behaviour through behavioural analysis of qualitative and quantitative data
Upskilling capabilities within your organisation, building behavioural science processes.
Evidence reviews, intervention mapping and design, RCTs.
Organisational behaviour and business decision making analysis and intervention development

Approach

Our approach combines expertise in psychology and the social sciences with the delivery and analysis of social research to define, diagnose, design and evaluate opportunities for behaviour change interventions. We use an extensive toolkit of behavioural measurement approaches, working with audiences on a local and global scale to generate insights and interventions for social good across the key challenges we face today.

Given the wide range of societal issues, we tailor the solutions provided to fit the policy challenge or business need. Activities include:

Behavioural Data: we draw on innovative measurement tools and methods, coupled with advanced analytics to develop effective solutions that can be optimised and then tested using a range of tools such as behavioural mapping and problem diagnosis .
Theory: use of behaviour change frameworks to inform data collection, analysis and intervention design: we are very experienced in the application of COM-B (and related behavioural science frameworks such as APEASE, IN-CASE, ISM) as well as our own widely used approach, MAPPS.
Training: We work with clients to embed behavioural science skills into the organisation, equipping teams to deliver behaviour change
Advisory: We support the development and activation of behaviour change programmes, designing solutions for long-standing challenges. We develop workshops that include a range of innovative techniques, such as behavioural sandpits (optimisation of designs)
Behavioural Audit: We provide behavioural science expertise to inform the application of research tools, alongside reviewing touchpoints to assess ways in which they can be optimised to drive positive outcomes
Policy: our teams are multi-disciplinary, collaborating with policy topic experts, academics and centres of excellence in dialogue and evaluation. This means we bring a richness of cross sector experience and expertise to inform the way in which we help our clients design and implement behaviour change programmes.

We are part of the larger UK and Global behavioural science function which spans a wide range of public and private sector capabilities with a significant geographic footprint. This allows us access to skills and experience that can be drawn on to help support and inform the programmes we undertake.

We look at complex, cross cutting policy issues including:

•    Market and Behavioural Regulation (citizen and business decision making)
•    Health & Social Care and Wellbeing (and the wellbeing economy)
•    Uptake public services, technology and innovations in AI

Senior leadership team

Colin Strong, Head of Behavioural Science, Ipsos

Colin Strong is Head of Behavioural Science at Ipsos UK, providing leadership on the application of the discipline and growing the people and capabilities at Ipsos. Colin has a breath of experience working across a wide range of behaviour change challenges in both the public and private sector. In addition to the broad focus, he also specialises in wellness, mis/disinformation and business decision making. Colin is Professor of Practice at Nottingham University Business School where he collaborates on a range of programmes. He is founder of popular behavioural science blog, Frontline BeSci.

Rohin Kotecha, Senior Behavioural Science Consultant, Ipsos

Rohin Kotecha is an experienced behavioural consultant with strong theoretical and practical knowledge of behavioural science and its application to a range of behavioural challenges. Prior to Ipsos Rohin worked at a consultancy specialising in behavioural science, during which he acquired extensive experience in applying a range of behavioural frameworks and concepts to research projects spanning a wide range of complex behaviour change challenges. Rohin has a MSc in Behavioural Economics from City University London

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Client case studies

Using Behavioural Science to improve the financial wellbeing in the UK (2020)

CCS Bloom and Gloom (2023)

Ipsos collaborated with the UK's Money & Pension Service to influence people's engagement with their money and pensions. This involved a consultative program, reviewing government and academic studies, and interviewing behaviour change and financial wellbeing experts. A comprehensive report was then produced summarizing the findings and proposing a long-term behaviour change programme. This report is integral to the organization's future strategy and policy development.
The study focused on identifying water-saving behaviours, the barriers to these behaviours, and potential campaign strategies. Barriers included lack of motivation, perceived irrelevance, insufficient knowledge, and low self-efficacy. Two research components were conducted: an online experiment with 600 participants using facial coding to measure reactions to video clips, and behavioural tracking of 99 of these participants. The study aimed to understand the impact of different settings, messages, tones, and calls-to-action on attitudes and behaviours towards water conservation. The study showcased the capability to conduct varied research methods and provided CCW with valuable insights.

Communications and Road Safety

The client team sought to redesign communications about new digital signage for drivers who had committed offences, with the goal of making the information more accessible and meaningful. The aim was to increase awareness of Dynamic Hard Shoulders and the Red X signage, thereby reducing non-compliance driving behaviour. A behavioural science audit was conducted, and the letter was tested both online and through in-depth interviews. Based on the findings, the letters were rewritten and reformatted, considering recommendations on font, tone, language, layout, and comprehension.

Organisational and employee behaviour change

The study aimed to evaluate the impact of a training and suggest improvements for future sustainability. Steps included formative interviews with Earthwatch and HSBC staff and a theory of change workshop. A qualitative comparative analysis was employed, selecting HSBC staff for 22 longitudinal case studies and reviewing Earthwatch's administrative information. Using the COM-B framework, staff behaviour changes and programme success factors were assessed. A theory of change was developed for the programme, along with a monitoring and evaluation framework for Earthwatch's continued use.

Global Health

The study aimed to design HIV services interventions to help South Africa reach its 90/90/90 targets, focusing on encouraging high-risk men to get tested more regularly and link positive individuals to ARVs. To understand the barriers and enablers to testing and treatment, the team conducted ethnographic and qualitative interviews and quantitative research. Despite high knowledge and awareness about HIV, men's fear of diagnosis and everyday economic struggles led to delayed testing and treatment. The study recommended interventions to reduce HIV-associated fear and leverage social influence to prioritize HIV testing among men.

Insights

Ipsos Links:
Ipsos Encyclopedia - Behavioural Science
Innovation & Knowledge: Society
Our solutions

Our Lead of Behavioural Science, Colin Strong’s blog:
Colin Strong | Substack