Future Thinking Debuts Behaviour Change Model

UK agency Future Thinking has launched an approach which promises to quantify, predict and explain a consumer's likelihood to alter their current behaviour.

The new Behaviour Change Model (BCM) is a validated psychological technique adding a model to quantitative questionnaires to allow segmentation of the target audience based on the stage individuals are at in the process of changing their behaviour. Developed by Future Thinking's product development and brand insight think tank Quantum Lab, the approach recognises that people will only change behaviour when they are ready to do so, and categorises people into five stages of behaviour: pre-contemplation, contemplation, preparation, action and maintenance.

Dan Young (pictured), Head of the Quantum Lab, says the approach has been successfully used to understand behaviour change across a range of sectors, to bring about a change to purchasing habits or to try a new product or service, and to understand media buy-in from a choice or TV channel usage perspective. He adds, 'BCM helps to validate people's attitudes and understand why they behave in a certain way, and ultimately explains what's driving and/or preventing the desired behaviour change in a more accurate way'.

Web site: www.futurethinking.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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