The Science of Behavior Change

The principles and practice of tackling behavior change challenges in a world that remains unpredictable and changeable.

The Science of Behaviour Change | IpsosGovernments, businesses and individuals are all interested in behavior change for a range of reasons, but only recently is it becoming a discipline in its own right. Our understanding of the mechanisms underpinning behavior is advancing while the contours of our environment are shifting due to large-scale trends such as climate change, digitization, aging populations, mass migration, and now, COVID-19.

The way we view consumer behavior must account for how people navigate their external environment, but in contexts that that are rapidly changing what worked yesterday might not work so well today.

MAPPS | Motivation - Ability - Processing - Physical - Social | IpsosOur new paper outlines how we apply behavioral science to a behavior change challenge, linking problems directly through to their solutions. We use a systems-based approach and our behavior change framework called MAPPS to diagnose barriers, design interventions, and deliver them in the right way.

Ipsos has used this approach in a range of commercial and public sector contexts, including financial wellbeing, vaccination behavior, cyber-security, recycling, public transport and cosmetics. This paper includes a case study on how to manage safe re-engagement with the economy as people began to resume normal activities after the first wave of COVID-19 lockdowns.

Find out more in our Ipsos Views paper “The Science of Behavior Change”.

You can read more on the research behind our case study on behavioral support strategies to support re-engagement and risk mitigation during COVID-19.

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