Analysing Behaviour 

We like to think that we know why we behave the way we do. However, more and more research shows us that we are actually really bad in predicting how we are going to act. And yes, that includes you, me and everybody around us. We intend to go to bed earlier, spend more time with friends and family or eat healthier, but often we don’t act upon our intentions. If we accept that people are the worst predictors of their own behaviour, wouldn’t it be fascinating to understand how people ARE influenced?

 
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How to analyse behaviour: SCAN your context

So how are you going to analyse behaviour then? Please don’t start with a survey next time. If you do, you rely too much on what people are saying instead of what they are doing. It is far more interesting to look at habits, the environment in which people make their decisions and to understand to what extend they control their own behaviour. BAAS has developed a five dimensional SCAN that helps you understand why people behave the way they do. It is an elementary tool that will allow you to apply the findings from several behavioural scientists. It forces you to leave your prejudices and helps you to look at the behavioural context from different angles. This co-creative methodology enables you to design strategies and perform experiments that will affect change in your project.

Theoretical background

BAAS is fascinated by social science. The scan we use to analyse behaviour is a mix of different theories and scientific studies. Our aim is not to educate clients about the theories, but to provide them with a tool to have more impact. We have simplified the key learnings of these studies to help you understand behaviour in the context in which it is happening. The theories used for the SCAN include:

  • Habit Formation theory - Charles Duhigg

  • Theory of Planned behaviour - Ajzen & Fischbein

  • B.J. Fogg’s Motivational theory

  • Social Norms theory

  • Nudging theory - Thaler & Sunstein

  • Cialdini - The 6 principles

So you want to make a first step in changing behaviour? Start with understanding how it works. Let me know what behaviour you are trying to change and start to SCAN your context.