Transtheoretical model (TTM)

Sometimes referred to as the Stages of Change model, the transtheoretical model (TTM) is a framework that explains human behaviour change as a gradual process that unfolds across a number of distinct steps.

The model identifies both the stages and the underlying processes that describe how individuals commonly move towards changing their behaviour. It is widely used to evaluate a person’s readiness for change and to inform interventions tailored to their current stage, helping them advance through the change process.

The TTM can be incredibly useful in consumer segmentation projects to identify behavioural readiness amongst different cohorts. For example, in the field of FMCG market researchers may use this model to highlight consumers who are the closest to taking action (and making a purchase) as well as those at the opposite end of the framework who re the least engaged (and least likely to make a purchase). Crucially this approach would also identify cohorts who are in the stages between these ends of the scale – for example, those who might be nudged most easily into a higher purchase consideration bracket or who are close to complete disengagement.

The outputs of successful application of the transtheoretical model can be used to inform tailored marketing messages as well as the development of strategic and tactical behavioural interventions. Find out more about DJS Research's experience in behavioural science.

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