The success of many government policies and priorities rests on attaining positive behaviour change. Through listening first-hand to New Zealanders, and drawing on disciplines such as social psychology and behavioural economics, Colmar Brunton’s Social Research Agency works with public sector clients to develop a deep understanding of human behaviour and how to change it.
We provide behavioural understanding to shape the development of communications and social marketing programmes as well as evaluating the progress and success of these.
We’ve been involved in helping government influence an array of behaviours from reducing child abuse, enrolling in KiwiSaver, and injury prevention to preparing for a disaster, taking up digital TV, and lowering the use of antibiotics.
New Zealand’s transition to digital TV
The transition from analogue to digital television by the end of 2013 affected nearly every household in New Zealand. The Going Digital Programme (run within the Ministry for Culture and Heritage) faced significant communication risks and a risk that vulnerable consumers who are reliant on television as a means of social inclusion could be left behind.
Colmar Brunton used a mixed method research approach to provide evidence of progress during the campaign by tracking behaviour change (conversion) and campaign effectiveness. We informed campaign priorities and geographic targeting, helped shape messages with insights into barriers (including misperceptions), and advised on the most effective communications and how to ground them in the reality of people’s lives.
The Going Digital Programme was very successful. Of particular note, the programme met its target of 98% of New Zealanders going digital before regional deadlines (up from a pre-programme launch base level of 61% in 2010).
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