Review Greater Western Water’s historical research on water efficiency marketing-led behavioural change for residential customers, how well people’s water use is understood, and what assumptions are being made.
Explain the cause of observed attitudes and understand to what extent they create a behavioural change barrier. We applied our models to clearly identify the barriers that explain why people carry out existing decisions and actions in relation to water usage.
Determine the effectiveness of previous and existing campaigns in relation to the desired behavioural change. This involved analysis of how the different initiatives effectively address the necessary factors for change. This allowed us to identify the barriers that have not been fully addressed and highlight how they might play a role in improving the success of past and future initiatives.
We mapped existing initiatives against Nebuli’s list of 28 barriers to change we have identified through our internal research and experience. This enabled us to explain the underlying factors at a granular level. With this mapping process, we built a behavioural change algorithm that would allow Greater Western Water to consider the following simple metrics model: if you want to achieve x, then perform y and z. This model is based on understanding how well we can attribute behavioural change to specific activities and the ability of the targeted audience to overcome known barriers and incite the desired action.
The critical outcome of this process is to have a simple yet powerful solution where Greater Western Water’s teams across different departments can ‘read’ the situation and have more confidence in constructing a campaign that involves all of the most effective strategies, activities and interventions. This acts as a foundation for designing and delivering the most effective and hyper-personalised campaigns, with all the correct elements from the outset.