Market research case study:
Designing behavioural interventions

WRAP

Featured in this case study: Climate change & environment, Charity & not-for-profit, Qualitative, Market research in-depth interviews, Ethnography, Sustainability, Behavioural science

The challenge

WRAP (in partnership with ASDA and Unilever) wanted to develop an understanding of how to increase citizen uptake of in-store reuse and refill, in order to embed these new behaviours into habits and in doing so reduce consumption of single-use plastics. Specifically, evidence into the whole customer journey was sought; the pre- and-post shop process, and in-store experience.

The approach

We conducted an initial phase of qualitative in-home ethnography, followed by in-store accompanied shops to develop a detailed understanding of how citizens interact with in-store refill, documenting barriers and enablers to behaviour change. We used the COM-B behavioural model as a guide to ensure all possible influences on behaviour were accounted for.

Following the development and design of behaviour change interventions (by WRAP’s behaviour change team) that addressed barriers identified in the qualitative findings, a further phase of qualitative research was conducted to evaluate the interventions being piloted.

Qualitative data was then gathered using mobile ethnography and in-depth interviews (conducted via video) to explore behaviour change regarding the refill experience and attitudes towards the refill zone.

The results

Three key strategies emerged from the research evidence, and were developed for retailers to apply in-store in order to encourage customer trial of reuse and refill:

Make pricing clear.
Help people overcome uncertainty and apprehension.
Make the experience fun and enjoyable.

Explore the report or you can read more about this piece of research on the WRAP website.

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Sector:
Climate change & environment

From tight geographical studies assessing the impact and awareness of specific environmental matters, through to projects exploring the key drivers and barriers which underpin eco-friendly behaviours, our work in the field of environmental market research is incredibly diverse. With the backdrop of the Government’s 2021 net zero strategy and its commitment to decarbonising the UK economy by 2050, research in this space is becoming increasingly important for organisations across all sectors. At DJS Research, we have both the experience and capability to deliver actionable insights to help organisations achieve their environmental targets. Our passionate team has worked on an array of environmental projects with a wide range of clients, both within and outside of the environmental sector. We have led climate change and eco-focused projects for many organisations including environmental agencies and service providers, not-for-profit organisations, and cultural venues. Through our qualitative and quantitative work, exploring topics from wildlife, biodiversity and nature connectedness, to carbon reduction plans and climate change, we have garnered a wealth of knowledge and a deep understanding of key environmental issues. Whether we’re delving into the impact of visitors to natural tourist routes on local businesses, or speaking to adults around the world to understand their views on climate change, we’re continually honing our expertise in engaging specific audiences on environmental matters. Some examples of our project work and client collaborations include: Severn Trent: A qualitative project to explore public reactions to the organisation’s net zero proposals. Our research included the creation of an online community as well as focus groups and in-depth interviews, among household and non-household customers. Energy Saving Trust: An audience segmentation to explore the energy saving attitudes and behaviours of the British public. A total of 2,500 adults were surveyed across the UK (2,400 online and 100 by telephone interviews). Electricity North West: Exploring the attitudes of SME businesses towards net zero targets. Interviews were conducted by telephone among 500 businesses. Woodland Trust: A nationally representative online survey of 5,000 adults across the UK to explore people’s connection to nature and the outdoors, as well as their attitudes towards eco-friendly behaviours and climate change. This followed on from our previous online survey for Woodland Trust (with 3,500 UK adults) where we identified ‘green’ personas (segments) within their wider audience segmentation. United Utilities: Quantitative and qualitative research investigating the relationship between climate change and water and wastewater services for the organisation’s climate change adaptation plan. Natural History Museum and UNLive: The Global Climate, Health and Cultural Interventions survey conducted online amongst close to 2,000 young adults aged 18–24, with surveys conducted in Brazil, China, England and India. The survey explored the level of concern for climate change, what environmentally friendly behaviours are already taking place in these countries, and where they receive their news. Environment Agency: Conducting their annual qualitative study to explore public perceptions of flooding. This involves both telephone and face-to-face interviews with residents living in ‘at risk’ flood areas. We recognise that the research needs of every business, from objective-setting through to final outputs and beyond, are unique. Our experienced researchers are sector-focused experts who build bespoke solutions to fulfil your specific requirements. By understanding your environmental aims and objectives from the outset, we can design and implement research that will deliver. Your research needs may include one, or a combination, of the following areas. Our expertise in mixed-mode project delivery means we have the skill and resource to fulfil across all fronts: Audience segmentation: Identifying distinct eco-groups that exist within the full spectrum of your audience e.g. eco-activists, passively concerned, critical observers, to allow for tailored and targeted messaging on environmental matters. Understanding consumer perceptions: This may be in a corporate sense, exploring how ethical/trustworthy consumers feel companies are based upon their eco credentials. Changing consumer behaviours: Identifying barriers and drivers for change, what hampers and supports the adoption of eco-practices for your audience. Tracking change over time: Tracking studies, such as quarterly or annual surveys, to monitor shifts in perception, attitudes and behaviours over time. To find out more about our experience of climate change and environmental market research and discuss how we can provide actionable insight to fulfil your business needs, contact our team today.

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Sector:
Charity & not-for-profit

One of the greatest challenges faced by organisations in the not-for-profit (NFP) space is balancing limited resources with the increasing need to demonstrate tangible impact. Charities and NFPs often have to juggle funding constraints while being expected to deliver high-impact initiatives, engage diverse stakeholders, and maintain transparency with donors and beneficiaries. This pressure is heightened by the need for continuous evidence-based reporting, which ensures that an organisation’s efforts are both effective and aligned with its mission, all while adapting to evolving societal needs. At DJS Research, we deliver tailored market research for charities, not-for-profit organisations, and non-governmental organisations (NGOs). We provide insights that help organisations maximise their impact, engage their key audiences, and achieve their goals effectively. Our expertise in the charity and NFP sector We work with organisations across the charity, NGO, and wider not-for-profit landscape, helping them address complex challenges and deliver on their objectives. Our research solutions provide actionable insights that enable organisations to: Optimise fundraising strategies. Measure and demonstrate social impact. Track and enhance brand awareness. Engage stakeholders, donors, and volunteers. Conduct detailed audience segmentation and profiling. Our deep understanding of the sector supports organisations in making data-driven decisions that create lasting social change. We design methodologies to meet your objectives, which might include: In-depth interviews with donors, volunteers, and service users. Focus groups and workshops with vulnerable groups. Ethnographic research and observational studies. Online communities and panels for ongoing engagement. Surveys to track awareness and behaviour change. Segmentation studies. Audiences we engage We understand the specific needs of diverse groups – donors, volunteers, service users, and more – helping organisations enhance engagement and amplify social impact. These include: Service users and potential users. Fundraisers. Teachers using teaching resources provided by charities. Campaigners. Corporate donors and those contributing time. Financial donors. Potential supporters. Retail customers. Staff. Volunteers. Visitors. Members. Policymakers. Vulnerable audiences. Ensuring trust and ethical standards Our team is trained to handle sensitive topics with care, adhering to the highest ethical standards when working with vulnerable or hard-to-reach groups. We prioritise the safety and wellbeing of all participants. Engaging research, accessible insights Our research is designed to be accessible and engaging, making participation seamless and enjoyable. Whether it’s a low-effort survey or an in-depth interview, we ensure the process is rewarding and sensitive to the needs of your audiences. To find out more about our expertise in the charity and not-for-profit sector and discuss how we can provide the actionable insight you need to meet your business objectives, contact our team today.

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Specialism:
Qualitative

Qualitative research can take many forms, but at its heart it is about understanding how and why. For example, how do people feel about a certain product, brand or a new idea? Why are sales down? Why is a marketing message not cutting through? Why are people behaving in a certain way and how can we change that? Qualitative research is about detail, depth and understanding, and can be used to explain data trends or patterns of human behaviour. At DJS Research, our researchers have a wealth of experience moderating qualitative research, putting research participants at ease and exploring experiences, attitudes and behaviours to unlock those ‘golden nuggets’ of insight. We develop a bespoke approach to meet each client’s objectives, but some commonly used methods in our qualitative toolkit include: In-depth interviews. Focus groups. Online communities. Ethnography. Video vox pops. We draw on behavioural science to understand why people do what they do, not just what they say they do. We go beyond a basic question and answer format to examine the all-important context for decision-making, for example spending time with participants at home, observing their day-to-day life or asking them to complete a diary. We consider the behavioural biases at play and apply relevant frameworks or models to guide our analysis and recommendations. Ultimately, by uncovering and sharing real life stories and applying our knowledge of human behaviour, we deliver deeper insights that impact our clients’ decision-making. To find out more about our qualitative research capabilities, and discuss how we could craft a tailored solution to meet the specific needs of your organisation, contact us today.

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Market research in-depth interviews

In-depth interviews offer the opportunity to have detailed, open-ended conversations with individual participants. They allow us to explore certain topics or reach particular audiences that would not be possible or appropriate with a focus group methodology. Whether exploring complex customer journeys, testing sensitive ideas, or speaking to senior stakeholders, in-depth interviews are a flexible and highly effective way to understand behaviours, attitudes and perceptions. In-depth interviews are particularly relevant for: Confidential, controversial or sensitive topics: Personal finance, health or sensitive business information, for example. Complex or detailed subject matter: Unpicking customer journeys, website testing or exploring sector-specific regulation and procurement processes for example. B2B audiences: In-depth interviews can be conveniently arranged to fit in with their busy work schedules. Marginalised or vulnerable audiences: Some audiences may feel less comfortable in a group setting and prefer a one-to-one interview. Encouraging honesty and capturing unbiased feedback. From interviews about debt, alcoholism and bereavement to software procurement processes and MedTech, there’s not much our sector experts haven’t covered before and all our researchers are trained in the art of in-depth interviewing. Our approach to in-depth interviews Choosing the right method: Once we have established that in-depth interviews are the right method for your project, we will recommend either online/video, telephone or in person interviews (or a combination). The specific approach will depend on the project objectives as well as budget, timescales and audience. For example, it may be important to gather rich contextual information, or utilise eye tracking technology, so we’ll visit respondents in their home or in a central location. Alternatively, online/video and telephone interviews remove geographical barriers and are typically more cost-effective and flexible. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes. Whilst in-depth interviews are typically conducted one-to-one, we may recommend paired interviews, for example a couple or a child and parent. Thoughtful moderation: Our experienced moderators know how to put respondents at ease, build rapport and keep conversations on track. Our sector experts design discussion guides to ensure objectives are met. Actionable insight: We don’t just report what people say in interviews. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

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Service:
Ethnography

At DJS Research, our ethnography experts combine skilled moderation with the latest tools and techniques to deliver authentic, actionable insights. We design studies that fit your objectives, carefully selecting the approach that best captures the moments that matter. Whether it’s in the home, in the workplace, or on the go, we help you understand your audience like never before. What is ethnography? Ethnography is a qualitative research method that immerses researchers in the everyday lives of participants. Whether it’s observing shopping habits in supermarkets, understanding how families use technology at home or exploring workplace dynamics. Ethnography provides a deep and authentic window into real behaviours, attitudes, and contexts. Unlike other research methods that rely solely on what people say they do, ethnography allows us to see what they actually do. It helps bridge the gap between stated and actual behaviour, revealing insights that are often missed by surveys or interviews. Ethnography is invaluable when you want to: Understand behaviours in context: Observing participants in their natural environment uncovers insights that might not surface in a focus group or interview setting. Capture the 'why' behind actions: Seeing what people do and asking them about it in the moment, gives you a richer understanding of motivations and decision-making. Identify unmet needs and pain points: Ethnography often reveals hidden opportunities to improve products, services or experiences by understanding the challenges people face in their real lives. Gain authentic, actionable insights: When you see behaviours unfold naturally, you get insights that are grounded in reality, helping you make better decisions. At DJS Research, we offer a range of ethnographic approaches to suit your project’s needs: In-person ethnography: Traditional face-to-face ethnography involves researchers visiting participants at home, at work or in relevant locations to observe and interact. This approach provides a deep, immersive understanding of behaviours and contexts. Mobile ethnography: Participants capture their own experiences using mobile devices, sharing photos, videos or diary entries in real time. This flexible approach allows researchers to see moments that might otherwise be missed, especially for topics that are highly personal or hard to observe in person. Hybrid ethnography: Combining in-person observation with digital tools such as eye-tracking or mobile diaries brings the best of both worlds. Eye-tracking, for example, helps reveal where people focus their attention in real-world settings, while mobile diaries let us follow behaviours over time. Using these approaches with in-person interviewing allows us to probe and understand why people behaved the way they did.

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Solution:
Sustainability

From helping organisations identify where they’re falling short on corporate sustainability, to understanding consumer perceptions of a brand’s eco-credentials, and designing behaviour change models which encourage individuals to address their own environmental impact – the breadth of our market research outputs in the sustainable space is incredibly varied. As the world around us gets hotter, the topic of sustainability burns every brighter and can present both challenges and opportunities for business-facing and customer-centric organisations alike. With a wealth of experience conducting sustainability focused market research projects for businesses across the public and private sector, as well as not-for-profit organisations, our team can deliver details insights which can drive positive change for your business and your audience. A wide-ranging topic with single mission Market research projects centred on matters of sustainability, and the many environmental concerns within this wide-ranging area of study, can be incredibly diverse in terms of focus and objectives. However, although organisations may view their corporate responsibilities through their own individual lens, the core principles of taking action to help tackle and reduce the causes of climate change, and supporting a more sustainable future for our planet, are common throughout. Sustainability market research is invaluable to governments, NGOs, businesses and public sector organisations looking to understand consumer behaviour (and potential to change behaviour), gauge the demand for sustainable products and services, identify market gaps and opportunities and to develop effective strategies for improved sustainability. Consumer awareness and demand for sustainable products and services has grown rapidly in recent years, coupled with a focus on living more sustainability and consuming less, in order to protect our planet’s resources. Our consumer-centric sustainability projects at DJS Research have covered a broad range of initiatives including: Food waste reduction. Food labelling (use by and best before dates). Red meat consumption. Reuse and refill (as an alternative to packaged goods). Single use plastics usage. Recycling/digital deposit return schemes. Green skills policy. Circular economy. Fashion with a conscience. Our researchers in the field of sustainability market research come with decades of experience in conducting research with consumers, retailers and brands and bring that wider knowledge and expertise to each sustainability project. In addition, we work with our in-house Behavioural Science Unit when designing research concerned with behaviour change interventions, to draw on their expertise in both change modelling and human behaviour. If your organisation is looking for insight to support your sustainability strategy, or to motivate your audience to take positive action to reduce their environmental impact, contact us today.

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Solution:
Behavioural science

Turning human behaviour into business advantage The world of behaviour is messy – and that’s where your biggest opportunities can lie. At DJS Research, we help organisations cut through the noise and understand what really drives human action. Our behavioural scientists have spent over a decade working with clients across a wide range of sectors and industries, from utilities companies and regulators to transport networks, sporting bodies and charitable organisations. We pride ourselves on helping businesses not only see the data, but to interpret and understand it in a way that opens new avenues of thinking and strategy. Why do behavioural insight matter? People have no trouble explaining why they do what they do – but that doesn’t mean they’re right. Our brains are shaped by biases, habits, and hidden cues we’re barely aware of. That’s why real behaviour change requires more than surveys and hunches. It needs behavioural science. Understanding behaviour change: Our three-step method Our behavioural scientists don’t just analyse behaviour – they will help you to change it. From shopping habits to service end-users, apathetic audiences to information-rejectors, we not only identify current behaviours but how to influence them. Our practical, evidence-based approach falls into three key areas and the actions and techniques we use at each stage are tailored to suit your context: 1. Diagnose: We work with you to pinpoint the behaviours that matter, then use behavioural frameworks and the appropriate research tools to uncover current enablers and/ or blockers to change. 2. Design: Using this deep audience understanding, we create behaviour change interventions which are rooted in behavioural insight and are practical for your organisation. Our solutions are not only effective, but feasible and scalable to suit your needs. 3. Evaluate: Rigorous testing ahead of campaign roll-out is crucial to identify what works and, most importantly, what doesn’t. Our behavioural scientists work closely with our clients to design inventions which test our proposed solutions, ensuring they are entirely fit for purpose. From staging real-world interventions to testing ideas through our online experiment platform, we have a wide range techniques at our disposal. This attention to detail ensures you can invest with confidence and really measure the impact of your actions. Strong collaboration is vital to every step of our three-stage process to guarantee the resulting tailor made solutions work efficiently and influence the intended behaviours: Training: How to build a behavioural culture Many business challenges are behavioural at their core – but behavioural thinking isn’t always second nature. That’s where we come in. Our capacity-building programmes – ranging from two-hour workshops to online courses – are trusted by FTSE 100 companies to up-skill their teams and embed behavioural science in day-to-day decision-making. Innovation: How to spot what others have missed Our strength lies in revealing what people don’t say out loud – and translating and teasing out the subtleties that are otherwise missed and transforming this insight it into fresh, grounded ideas that move your business forward. We help our clients uncover unmet needs, latent motivations, and overlooked opportunities. Data science: Finding patterns that matter From standalone projects to integrated analytics, we use data to uncover hidden behavioural patterns – giving you sharper insight into your customers, employees, and business outcomes. Quality you can trust Every DJS Research Partner – no matter their role or seniority – completes our in-house training programme on behavioural science and, on successful completion, receives a formal qualification from our Behavioural Science Unit. This company-wide commitment demonstrates our immense passion for this important and innovative field of market research. It’s an approach which we know can transform organisations – as we’ve made it happen – and cognisance of this field is something that can be beneficial for all market research projects. To find out more about our behavioural science expertise and discuss how we can provide the actionable human insight you need, contact our team today.

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Case study:
Designing behavioural interventions

WRAP

Featured in this case study: Climate change & environment, Charity & not-for-profit, Qualitative, Market research in-depth interviews, Ethnography, Sustainability, Behavioural science

The challenge

The approach

Qualitative research can take many forms, but at its heart it is about understanding how and why. For example, how do people feel about a certain product, brand or a new idea? Why are sales down? Why is a marketing message not cutting through? Why are people behaving in a certain way and how can we change that? Qualitative research is about detail, depth and understanding, and can be used to explain data trends or patterns of human behaviour.

At DJS Research, our researchers have a wealth of experience moderating qualitative research, putting research participants at ease and exploring experiences, attitudes and behaviours to unlock those ‘golden nuggets’ of insight.

Methods in our qualitative toolkit

We develop a bespoke approach to meet each client’s objectives, but some commonly used methods in our qualitative toolkit include:

We draw on behavioural science to understand why people do what they do, not just what they say they do. We go beyond a basic question and answer format to examine the all-important context for decision-making, for example spending time with participants at home, observing their day-to-day life or asking them to complete a diary. We consider the behavioural biases at play and apply relevant frameworks or models to guide our analysis and recommendations.

Ultimately, by uncovering and sharing real life stories and applying our knowledge of human behaviour, we deliver deeper insights that impact our clients’ decision-making.

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

The results

Three key strategies emerged from the research evidence, and were developed for retailers to apply in-store in order to encourage customer trial of reuse and refill:

Make pricing clear.
Help people overcome uncertainty and apprehension.
Make the experience fun and enjoyable.

Explore the report or you can read more about this piece of research on the WRAP website.

Client testimonial: WRAP

Climate change & environment, Charity & not-for-profit, Qualitative, Market research in-depth interviews, Ethnography, Sustainability, Behavioural science

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Market research case study: Designing behavioural interventions

WRAP

The challenge

The approach

The results

Other areas you might find interesting...

Sector: Climate change & environment

Sector: Charity & not-for-profit

Specialism: Qualitative

Service: Market research in-depth interviews

Service: Ethnography

Solution: Sustainability

Solution: Behavioural science

Case study: Designing behavioural interventions

WRAP

The challenge

The approach

The results

Client testimonial: WRAP

Climate change & environment, Charity & not-for-profit, Qualitative, Market research in-depth interviews, Ethnography, Sustainability, Behavioural science

Other areas you might find interesting...

Sector: Climate change & environment

Sector: Charity & not-for-profit

Specialism: Qualitative

Service: Market research in-depth interviews

Service: Ethnography

Solution: Sustainability

Solution: Behavioural science

Market research case study:
Designing behavioural interventions

Sector:
Climate change & environment

Sector:
Charity & not-for-profit

Specialism:
Qualitative

Service:
Market research in-depth interviews

Service:
Ethnography

Solution:
Sustainability

Solution:
Behavioural science

Case study:
Designing behavioural interventions

Sector:
Climate change & environment

Sector:
Charity & not-for-profit

Specialism:
Qualitative

Service:
Market research in-depth interviews

Service:
Ethnography

Solution:
Sustainability

Solution:
Behavioural science