Market research case study:
Behaviour change models

Network Rail

The challenge

Previous research identified specific specific public audiences more likely to take risks regarding rail safety. Although campaign messaging reached this target group, its impact on behaviour change was inconclusive. Further in-depth research was required to better understand these audience segments in order to ascertain what might influence them to change their risky actions.

Network Rail identified three core research objectives:

  1. To fully understand who the risk takers are (diving deeper into the segments identified in a previous study).
  2. To assess the potential for risk takers to change their behaviour.
  3. To identify which communications or interventions are most effective in influencing risk takers.

The approach

DJS Research conducted a three-phase approach: semiotics, an online qualitative community and a 10-minute online quantitative survey. Working with our behavioural science team we used the following behaviour change models to help frame our research design and thinking:

  • ABC (Antecedents, Behaviour, Consequences) 
  • STEAM (Social, Timely, Easy, Attractive, Messenger)

The results

The results of the study gave the client in-depth insight into different risk taker segments and how each are motivated to behave as well as their potential for change. The recommendations included clear guidance on interventions likely to influence behaviour and the role of communications campaign.

The research deliverables included a fully integrated qualitative and quantitative report with supporting infographic and video animation materials to help disseminate the results across key teams in the organisation.

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Behaviour change models case study image 1

Case study:
Behaviour change models

Network Rail

The challenge

Previous research identified specific specific public audiences more likely to take risks regarding rail safety. Although campaign messaging reached this target group, its impact on behaviour change was inconclusive. Further in-depth research was required to better understand these audience segments in order to ascertain what might influence them to change their risky actions.

Network Rail identified three core research objectives:

  1. To fully understand who the risk takers are (diving deeper into the segments identified in a previous study).
  2. To assess the potential for risk takers to change their behaviour.
  3. To identify which communications or interventions are most effective in influencing risk takers.

The approach

The numerical, measurable and objective outputs of quantitative research are critical to building robust data-driven insights. An essential research methodology for monitoring KPIs, from sales figures to satisfaction rates, we use an extensive range of quantitative techniques to deliver robust, scalable datasets for our clients to strengthen business resilience and support future growth.

From tightly structured, closed-question online surveys with thousands of participants, to highly targeted on-street questionnaires, we have the skills and resources to deliver the scale and depth of responses you need.

We craft bespoke quantitative solutions, selecting the best channels and routes of engagement to reach your audience, and often recommend a mixed-mode approach to maximise success. For example, adding targeted postal and self-completion ‘top-ups’ onto a predominantly online survey to ensure less digitally engaged cohorts, who may have limited internet access, are included in research outputs.

Our most frequently used quantitative services

Some of our most frequently used quantitative services include:

As a full-service market research agency with a dedicated Field and Data Services team, we have the scale to provide end-to-end solutions and the agility to deliver specific quantitative services to support specific business needs. For example, clients and research consultants who have their own datasets come to us for specialist support with processing, tabulation and reporting.

Whether you wish to engage a small, clearly defined group – such as 25 senior SME decision-makers in a particular field – or thousands of consumers across a single region or multiple global markets – we can deliver the insights you need.

To find out more about our quantitative research capabilities, and discuss how we could craft a tailored solution to meet the specific needs of your organisation, contact us today. 

 

The results

The results of the study gave the client in-depth insight into different risk taker segments and how each are motivated to behave as well as their potential for change. The recommendations included clear guidance on interventions likely to influence behaviour and the role of communications campaign.

The research deliverables included a fully integrated qualitative and quantitative report with supporting infographic and video animation materials to help disseminate the results across key teams in the organisation.

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