The Ideal Azuma Experience

1. The Ideal Azuma Experience Unlocking habitual behaviour change research proposal for Virgin Trains Updated April 25th, 2017

2. Proposal Contents Activation and outputs Unlocking the Behaviour Change Challenge –response to the brief Costs, timings, track record and team Recommended Methodology, Sample and Rationale Your brief and business challenge p.19-23 p. 4-8 p.16-18 p. 9-15 p. 2-3

3. Your brief… The Golden Question→ “How do we gain consideration from habitual car drivers – people who don’t currently consider taking the train?” • In order to meet business targets, Virgin Trains need to significantly grow journey volumes year on year. This will require a fundamental shift in perceptions of the UK long distance rail industry as well as changing behaviour of current non-users of trains. • This project will focus on the headroom presented by those who habitually use their car for long distance train travel and do not consider the train –Non-Considerers within the catchment areas for Virgin Train’s East and West Coast lines. • It should build upon the existing body of knowledge that Virgin Trains hold about this audience. Key questions for the research: Key Project Deliverable→ Actionable insight to disrupt car driver habits and move them along the Cognitive Journey to consideration What is the impact of and potential to leverage Virgin Brand to drive consideration? When/in what moments/mind state should we be talking to them? When are they most receptive? What language/tone of voice should we be using to prompt re-appraisal and nudge people towards our trains? What messages/marketing activities might prompt consideration of the train/re-appraisal of car driving habit? What other tools/channels can we leverage to break the car driving habit? E.g. PR, experience, Value Adds Who/what types of journeys within Non-considerers should we be targeting and when/how?

4. Summary response your brief and underlying business challenge Implications for this project → What you have told us → We need to go beyond reasons Non–Considerers might give to a deeper understanding of what is driving their current habits, i.e. more subconscious Triggers and Rewards surrounding their behaviour. You already have a broad understanding of the barriers to train travel and why Non-considerers are so attached to the car When pushed, Non-considerers can see the rational benefits of the train, butstill past attempts at disrupting the market in order to gain consideration from car drivers have not performed as well as hoped. Campaigns appealing to more rational drivers (e.g. price) have struggled to cut through We need to find out how to disrupt and build Cognitive Dissonance around current habits, including ways to subconsciously prime and play to System 1 decisions. This project must provide 360 degree understanding of opportunities to create consideration and steer behaviourtogether across different layers of contextual influence, vs. focusing narrowly on one, e.g. purchase journey. Pricing is being covered in another work stream – you are seeking effective behaviour change strategies that go beyond just offering price discounts and offers (although price should still be kept in mind). We need to go beyond general recommendations to behavioural insights which deliver clear creative direction to nudge and steer desired behaviours. Inspirational delivery to land the insights is also essential. The key audience for the outputs of this project will be creative, advertising and communications teams. The secondary audience (where relevant) will be the CX team and commercial. Insights should be supported by scientifically proven tools for nudging and steering decisions to justify investment in comms, interventions, etc. Any recommendations from the research need to be supported by strong evidence to enable a compelling business case to be built. Virgin Trains see themselves less as a train operator and more as a Virgin company who happens to run trains. We need to identify opportunities to leverage the power of the Virgin brand to raise the salience of and motivate train travel.

5. Introducing our visionfor creating a Behaviour Change Equation for Non-Considerers 1. Understand the Current Behavioural Blueprint for target occasions 2. Identify ways to disrupt this existing habit across different contexts Our starting point will be to develop a deep understanding of current car driving habits. Many of these will have been formed years ago and not questioned because they are subconscious and automatic. Bringing ‘chinks’ in these deep habit chains to the surfacewill provide critical insight for beginning to create Cognitive Dissonance (a mismatch between beliefs and behaviour) and inform how we can subconsciously prime and influence behaviour . We then need to find ways to subconsciously prime uncertainty in deep car driver habits and steer people along the Cognitive Journey towards consideration. Working up from granular behavioural insights, we will identify and join up the ‘behavioural nerve points’ we can touch to mentally disrupt this habitual behaviouracross different contexts. Behavioural Science teaches us to ‘sweat the small stuff’: there is unlikely to be one silver bullet but a need for a series of primes and nudges working together to build momentum towards taking the train. Applying Behavioural Economics across the project will ensure we deliver powerful behavioural insights for driving action!

6. Key to our approach will be DECODING HABIT LOOPS for Car Driving Vs. Train Travel, to inform nudges to disrupt Non-Considerers 1. Understanding the current behavioural blueprint At the core of every habit is a simple neurological loop... 2. Routine is carried out, e.g. all behaviours involved in car travel, from planning to getting ready, to the journey and meeting itself.. 1. Trigger tells the brain to go into automatic modeand which habit to use, e.g. date for a business meeting in London confirmed 3. They experience a psychological Reward –the brain considers whether this is worth remembering and experiencing again 4. Repeatingthe behaviour gradually builds up an automatic habit loop Surfacing & interrogating Car Driving habit loops will reveal new opportunities for Virgin Trains to disrupt behaviour by… Revealing potential ‘chinks’ in the car driving habit loop that Virgin Trains might be able to exploit - e.g. exposing perceptual gaps we can create Cognitive Dissonance (a mismatch between beliefs and behaviours) Highlighting triggers and rewards (contextual and emotional) to piggyback / play to, with the Virgin Train offer

7. Our approach is designed to unlock the Cognitive Journey for target occasions; by which we mean the series of cognitive and behavioural steps that take people from interest to action. We will identify behavioural ‘nerve points’ we can touch (i.e. moments, touchpoints, needs & motivations to target) to move peoplefrom current car driving habits to consideration and eventually booking of a train journey. 2. Identify ways to disrupt this existing habit across different contexts E.g. Affordability message comes on the radio when sat in traffic jam near local train station. Feeling fed up and frustrated …TO CONSIDERING TRAVEL WITH VIRGIN TRAINS! FROM CAR HABIT…. E.g. Read about friend being given free drinks on Virgin Train on social media Feeling surprised and intrigued by friend’s experience E.g. Paying for petrol on long distance journey. Feeling stressed about how much it costs Identifying emotions across the journey will be critical for identifying what nudges and interventions will be most powerful for building consideration. Cognitive Journey Mapping will inform new opportunities for Virgin Trains to disrupt behaviour by… Revealingpoints to disrupt and influence along the cognitive journey to consideration, e.g. contexts where macro trends such as rising traffic congestion could trigger re-appraisal, moments where the Virgin Brand could connect to key motivations Surfacing granular behavioural triggers and barriers to inform both where and how we can subconsciously prime and nudge behaviour

8. Emotions are an essential component within our approach We will be identifying what we want people to think and feel to move them towards consideration; this is critical for identifying what nudges and interventions will be most powerful for building consideration.  Understanding the different emotional buttons we can push - and in the right moments, places etc. (‘behavioural nerve points’ are inherently emotional as they relate to needs and motivations).  Our approach also includes understanding current Habit Loops which are driven by Emotional Rewards - so feelings are baked in to our thinking here. The insights we develop will inform emotional and practical ‘nudge territories’, through identifying: • key ‘nerve points’ we can tap into for target car occasions  • where Virgin Trains have a compelling counter point to these key emotions • whether this is an area where we can practically reach our target in a relevant context We expect a combination of bigger nudges to wake up (re)consideration of the train, and smaller ones to keep building momentum and push people along the journey – not all nudges are equal! The emotional side will be really important for informing which are likely to be bigger versus smaller nudge opportunities.

9. BE will provide critical insight for HOW to break these deep behavioural habits Behavioural Economics will provide us with an scientifically proven TOOLKIT for both interrogating and influencing judgments, decisions and behaviour along the cognitive journey. Anchoring Example BE principles we expect to leverage across this project include… We look to others ‘like us’ to guide our behaviour, often using what others do as shortcutfor decision-making Social Norms Priming Framing The same information framed(presented or ordered) in different ways can lead to totally different behavioural outcomes We are surprisingly susceptible to subconscious influenceson behaviour via words, images and smells We rely on specific pieces of information when we make a decision and adjust from that point. What Primes are shaping behaviour? How can Virgin Trains identify and remove negative Primes in the environment and dial up positive Virgin brand Primesfor train travel? What role could marketing interventions play in credibly dialing up In-Group Norms around train travel? Where & when can we best connect with relevant Non-Considerer values/identity. How can Virgin Trains reframe negative thoughts through the combination of Comms & CX? E.g. reframing train travel as 1 journey, not the 3 or 4 journeys car drivers may perceive? How can Virgin Trains shift/reset experienceanchors for train travel? E.g. ‘Random Acts of Kindness’ to generate positive word-of-mouth (e.g. Interflora)

10. Recommended Methodology - Overview Activation! Create the behavioural change equation Consumer Fuel Understand the behavioural blueprint Foundation Pin-point the target 1 2 3 Behavioural Deep-Dive to explore hypotheses from Foundation, decode current habits and identify ‘chinks’ toactivate against. Surfacing subconscious and contextually driven barriers/connection points to guide where and how to prime and nudge desired new behaviour Using Virgin Trains’ existing insight to develop behaviour change hypotheses (triggers & barriers to habit disruption) to guide the research. To include, identifying opportunity sub-groups/more behaviorally defined occasions within Non-Considerers. Mapping the Cognitive Journey to consideration for target occasions. Insight Action Workshop with Virgin Trains and agency partners, using BE tools Application of Behavioural Science analytical frameworks to surface deep behavioural insight & inform roadmap of opportunities – across contexts Behavioural Detectives – 24 x non-considerers (12 per line) recruited to take part in a series of behavioural deconstruction and disruption missions. In-context, live capture of behavioural influences - via video diaries and digital blogging Kick off meeting with Virgin project team BE-lens existing insight review Insight Action Workshop – interactive debriefing & ideation around Behavioural Insights, using scientifically proven BE-tools for greater impact & creating strong business case Stakeholder interviews – 4 x 45 min In-context Car Driver & Train Immersions – 12 x 2.5hr accompanied car travel and train travel journey walk-throughs, including identifying relevant Virgin brand levers Behavioural Science Hypotheses Working Session – collaborative hypotheses development at Virgin offices Weeks 4-9 Weeks 1-3 Weeks 10-14

11. 1 Foundation Pin-point the target To ensure this piece of research builds on & goes beyond previous work, the foundational stage will be critical to… a) apply Behavioural Science tools & expertise to existing knowledge/insight to date, developing hypotheses and initial nudge ideas - to guide the research b) ensure our sample is optimised to explore behaviourally defined occasions / sub-groups within Non-Considerers that present an opportunity c) ensure key stakeholders/agencies are brought on the project journey & have a shared vision Behavioural Hypotheses Working Session Stakeholder interviews Kick off meeting Behavioural Science-lens knowledge immersion WHAT? • 4 x 45 minute stakeholder telephone interviews • Explore existing knowledge/hypotheses/ideas & discuss hopes from deliverable • Outline discussion guide of key questions agreed with you prior to the calls • Interactive introduction to key identified Behavioural Science tools for helping us unlock the opportunity (e.g. Habit Loop; BE-concepts) • Collaboratively develop a set of Behavioural Hypotheses and early stage nudge ideas; refine sample • Immerse in existing data/insight re. triggers & barriers of Non Considerers through BE-lens • Aim to isolate behaviourally defined sub-occasions within “Non-Considerers” –e.g. couples weekend away;  visiting family with kids in tow • Face to face meeting to run through approach, agree milestones/outputs & stakeholders to interview • Virgin Trains introduce key insights into Non-Considerers & discuss sample/stimulus implications OUTPUT/OBJECTIVES • Refined set of behavioural hypotheses to explore in primary research • Finalise recruitment spec – informed by hypotheses • Initial set of Behavioural Hypotheses linked to Cognitive Biases (System 1 decisions) • Sample suggestions TBD in Hypotheses Working Session • Mining your expertise to fuel our thinking/initial hypotheses development • Key perspectives on project vision • Alignment on approach & deliverables • Background for developing behavioural hypotheses • Develop detailed project timeline

12. Consumer Fuel: Behavioural Detectives Understand the behaviouralblueprint 2 Recruit 24 X Non-Considerer Car Drivers (12 per line) to complete a series of ‘Detective Missions’ via online research platform over 2.5 weeks. We will use that time to raise consciousness of what people believe and think; unlocking deep, embedded habits takes time! Respondents upload video diaries, text, photos, screengrabs, etc. and interact with TBA behavioural researchers moderating platform. Missions include self-ethnographyand behavioural research techniques designed to surface subconscious habits –informed by Behavioural Hypotheses and agreed in advance with Virgin Trains, but at this stage are envisaged to include : Explore current cognitive & behavioural context Freely describing recent target occasion when they drove, including behaviours, touchpoints and emotional highs and lows -before/during/after. N.B. mission is designed to explore how people remember car experience vs. accurate recall - surfacing mental ‘anchors’ that any communications will need to adjust from. Capturing car driving experiences in-context over a number of days, raising consciousness of car driving habits. These broader habits will be impacting decisions and behaviours for our longer distance target occasions. Planning a target long distance car journey Capture the steps to planning and getting ready to make a target long-distance car journey – thoughts/feelings/actions/conversations, etc. Where possible, respondents capture complete experience (before, during and after) for actual trip. Otherwise, we will explore expected experience – step by step (e.g. service station where they will stop/fill up petrol.. What happens at different points along the route.. What they do and how they feel on arrival, etc.) 3. Behavioural Disruption Planning a train journey with Virgin Trains for a target occasion – incl. booking (up to point of payment) and travelling to the train station as if they were taking train. Respondents then describe imagined experience during and after in detail – highs, lows, thoughts, feelings – summed up in video diary where they compare with equivalent car journey. Bonus incentive offered to any respondents willing to take Virgin train for long distance journey during the research period& capture complete experience ‘live’. Learning from missions 1-3 will together help us to start to deconstruct car driver habit loops and explore different contexts for connecting with Non-Considerers along Cognitive Journey towards consideration.

13. Consumer Fuel: Behavioural Detectives Understand the behaviouralblueprint 2 4. In-context reactions to stimulus Stimulus to dig into behavioural hypotheses from Foundation Stage – e.g. provocative statements, relevant examples of Virgin Trains comms., activation ideas in the pipeline. Respondents use “Mark Up Tool” on Online Platform to capture immediate (System 1) reactions to stimulus – clicking what grabs their attention, adding an emoji and then some text. The aim is to explore connection/disconnection in the context of experiences from recently mapped car driving and behavioural disruption missions; including role of Virgin brand. 5. Roving Reporters Respondent ‘interviews’ 2 close friends/family members – one more and one less open to taking the train than themselves – using seeded stimulus and earlier missions to stimulate discussion. Prompting & capturing social dialogue, tone of voice, etc. EXAMPLE Tried and tested techniques for iteratively building learning with primed consumers, moving us closer towards understanding opportunities for marketing and interventions to disrupt and nudge this audience.

14. Consumer Fuel: In-context Car Driver Immersions Building on iterative learning from online platform, to dig into current car driver habits and opportunities to disrupt across different contexts 2 Following the online phase, 6 x participants (3 per line) take part in 2.5-3hr immersive face-to-face interview. Most insightful respondents selected, representing a mix of key audience / occasion sub-groups identified during the Foundation stage. We would aim to conduct half of interviews with a significant partner/friend involved in current car driving habits, deepening understanding of social dynamics/influences. • The key objective will be to deepen our understanding of places, moments, situations when Virgin Trains can prime consideration; reflecting on imagined experience. • Structure of Immersions will be informed by hypotheses from Foundation stage, and learning emerging from Detective Missions however we expect to meet respondents in-home to build rapport and revisit key missions from the online forum e.g. respondents walk us through a typical target long distance car journey (before, during, after), creating a detailed map of behavioural influences and interrogating any potential ‘chinks’ in the habit loop and ‘nerve points’ we can touch to prompt re-appraisal & disrupt habits. • Accompaniedshort-distance car journey to surface more regular car driving habitual behaviours, that may be fuelling behaviours around longer distance target occasions.* • Accompanied visit to train station to immerse in the station environment, watch a few trains come in and out etc., encouraging respondent to share in-the-moment thoughts, feelings and observations. Visiting the station will help them thinkmore holisticallyaboutthewholetrainjourneyexperience and deepeninsight of more subconsciousassumptions, expectationsto taking the train – right up to the moment of boarding. Experience will be compared to imagined train journey experience from behavioural disruption mission on online platform to identify any perception-reality gaps. We will also explore subconscious/emotional associations with the Virgin Brand through projective techniques, and then look to understand the potential connection to emerging train triggers / car barriers for target journeys. For example, “If Virgin did long distance car journeys, what would they be like?”– as a more lateral way to get people to talk about needs. These techniques would include exploring message, language and tone of voice for specific target occasions. • Key parts of the immersions would be filmed (Gold + Silver Cost Options), to help embed key insights and opportunities at the debrief and among the wider Virgin team and agencies afterwards. Digging into and exploring opportunities for Virgin Trains to connect with key audiences/target occasions within different contexts. *N.B. Notessential to actuallymake a targetlongdistance trip as habitsbuiltaround more frequentlocaljourneyswillaffectbehaviour forlongerjourneystoo. Howeverthoselongerjourneyswouldbeexplored in thecontext of theseshorterones–identifyingsimilarities and differences.)

15. Consumer Fuel: In-context Train Immersions Building on iterative learning from online platform, to dig into subconscious drivers & priming opportunities 2 6 x additional participants from the online platform (3 per line) will take part in 2.5hr immersive face-to-face interview. Respondents will ideally be made up of those who were recruited to take the train for a target occasion as part of the behavioural disruption mission. Just like the Car Driver immersions, we would aim to conduct half of interviews with a significant partner/friend involved in current train habits, deepening understanding of social dynamics/influences. • The key objective will be to dig into subconscious triggers and barriers to taking the train whilst in consumers’ hot-zone! • Immersion would involve meeting respondents beforehand (if possible at their home) and travelling to the station with them to immerse in the ‘before’ experience first-hand • Throughout the complete experience, respondents gives us an internal monologue of in-the-moment thoughts, feelings and observations, with TBA researcher exploring hypotheses and emerging learning at the relevant points / contexts along the journey • We will dig into learning from the missions and explore subconscious/emotional associations with the Virgin Brand as in the car immersions while on the train • After the train journey, respondent reflects on their recent experience and moderator explores any disconnect between prior perceptions and reality. This could help inspire some interesting areas for comms/interventions to build ‘cognitive dissonance’. • Key parts of the immersions would be filmed (Gold + Silver Cost Options), to help embed key insights and opportunities at the debrief and among the wider Virgin team and agencies afterwards. Digging into and exploring opportunities for Virgin Trains to connect with key audiences/target occasions within different contexts.

16. Sampling Approach – specific sample frame TBD during Foundation Stage West Coast East Coast 24 x Behavioural Detectives • Mix of Non-Considerers (not on my radar) and train travel rejecters (attitudinal rejecters) • None to have ‘hard barriers’ to train travel, e.g. live too far from a train station/need a car at destination • Focus on key behaviourally defined sub-occasions / audience segments (tbc post foundation phase) – assume a mix of solos/couples/families for leisure • Potential to also use existing segments based on attitude and lifestyle, avoiding more value-focused segments • All regularly travel to/from London using the car (at least twice per year and made a journey in last 6 months) • Locations: East Coast (4 Newcastle/ 4 Leeds/ 4 London), West Coast (4 Manchester/ 4 Birmingham/ 4 London) • Aim for 8 (at least 1 per cell) to have an upcoming target journey and are willing to take the train as part of the research (train fare will be covered – free travel PINs / complimentary tickets can be provided by Virgin Trains) *1 participant per ‘cell’ to be selected to take part in In-context Car Immersions; 1 participant per ‘cell’ to be selected to take part in In-context Train immersions to reflect target sub-groups/occasions identified in foundation stage*

17. 3 Activation! – Mapping the Cognitive Journey to Habit Disruption Creating a BehaviourChange Equation • The final output of the research will include mapping out the cogntive and behaviorual journey towards consideration, bringing alive: • The mindsets, moments, contexts where you can have the most impact • Thought-starters for priming and nudging behaviour – to support comms, broader marketing interventions, and potentially CX. Across the journey we would bring alive : When to target them Via what channels With what messages In what tone of voice e.g. Sub-segment/journey type 1 Nudge 1 (e.g. social norms message) Nudge 3(e.g. re-framing) Nudge 2 (e.g. visual prime) Nudge 4 (e.g. mental availability) Behavioural nerve points we can touch We expect a combination of bigger nudges to wake up consciounesses and smaller ones to keep building momentum and push people along the journey – not all nudges are equal! We will work with you to identify the right series of nudges, linked to context and occasion type, i.e. the behavioural change equation.

18. 3 Activation! – Working Session Debrief Creating a BehaviourChange Equation GOLD In order to get creative buy-in and ensure project insights land and inspire stakeholders, we propose an interactive debriefing session (3-4 hours) where we would ideate around the Habit Loop insights and Cognitive Journeys identified for target occasions/sub-groups. We will work with stakeholders to leverage powerful Behavioural Economics concepts for greater behavioural impact of ideas! Below is a simplified example of how we would work with the Virgin Team to build out your Non-Considerer behaviour change strategy: Consumer observation (Brought to life with evidence) Looking through a BE Lens… BE inspired thought starters to use for ideation SILVER e.g. “I don’t know anyone that would choose to take the train for long distance journey! My friends in London that don’t have a car are always complaining about delays or some other horror story when they come to visit!" How can we create a perception that train travel is a social norm from people ‘like me’? When, where, how? What tone of voice? How can we create more positive WOM and Anchors to counter negative Availability Bias? How can we do this the Virgin way? e.g. Interflora ‘Random Acts of Kindness’ campaign harnessing RECIPROCITY – Interfloramonitored Twitter to look out for people having a bad day then offered them a bunch of flowers to cheer them up! There are Social Opportunity barriers to taking train - i.e. SOCIAL NORMS work against it. Anchors (reference point) are often negative as bad experience examples more often reported – known as AVAILIABILITY BIAS. Bronze Option Insights brought to life in PPT with accompanying photos/quotes from the research Silver Option Insights brought to life with engaging and inspiring short films from consumer research Gold Option Insights brought to life with engaging and inspiring film plus professionally designed posters / Playbook for easy distribution across the business

19. 3 Activation! – Additional Outputs (Silver + Gold) Creating a Behaviour Change Equation Gold and Silver options include the production of additional materials to inspire and engage stakeholders at the final activation workshop: • Benefits: • Enable stakeholders to see behaviours and habits first hand in an engaging format • Short Films are easily shareable and digestible - can help to capture the attention and imagination of the wider team/agencies Silver Option Professionally Edited Activation Film To bring to life Non-considerer behaviours and habits and highlight key insights • Benefits: • Helps the research findings to ‘live on’ – i.e. physical outputs can be taken away and be visually present on desks/walls moving forward • Deepens engagement with research findings again via easy, digestible format Gold Option EXAMPLE Film (as above) + Professionally Designed Visual Outputs And Takeaways e.g. Playbooks, Posters, Journey Mappings, ‘Nudge’ Cards etc.

20. Indicative Project Timings - to be agreed upon project commission FOUNDATION FUEL ACTIVATE

21. Project Costs – Bronze, Silver, Gold FOUNDATION SILVER FUEL BRONZE ACTIVATE GOLD

22. CRAWFORD HOLLINGWORTH (FOUNDER) 25 years experience working as a advertising planner, strategic consultant and qualitative researcher. Founder of The Behavioural Architects, previous Global Exec. Chairman of The Futures Company and Founder of HeadlightVision. Crawford’s focus is on the application of new understanding coming from the behavioural sciences and how this can enrich current marketing and market research techniques. He has written extensively on this for publications including New Scientist & Marketing Week. Project Team RACHEL ABBOTT (DIRECTOR) Rachel has a background in anthropology, innovation and advertising. She heads up TBA’s behaviour change research offer, applying a wide range of psychological andbehavioural science tools to social change challenges – from getting the nation swimming, to nudging diabetes patients to take medication, to steering positive lifestyle choices for adults with multiple unhealthy lifestyle habits. In her previous role at 2CV Research, Rachel worked extensively on understanding opportunities for marcomms to create mode shift for Transport for London. She speaks on applications of behavioural science to insight challenges at client and industry conferences globally. KAT SLATER (ASSOCIATE DIRECTOR) Kat has over 11 years experience working as a qualitative researcher specialising in brand strategy and communications development. Over the past two years at TBA Kat has been working with global brands including Diageo, PepsiCo and Kellogg to optimise their brand strategy, innovation and communications through using understanding and principles from the behavioural sciences. She has recently been running behaviour change training courses for sports providers with Rachel. ROSIE MAXWELL (SENIOR STRATEGIC CONSULTANT) Rosie has a background in psychology and worked at Comic Relief before joining TBA in 2014. Since then she has worked on a number of behaviour change strategy projects, including getting people swimming for the Amateur Swimming Association; increasing harmony on London’s road through a intervention aimed at cyclists and car drivers leveraging social norm; and nudging healthier lifestyle habits, including active travel.

23. TBA TrackRecord – Helping our clients change habitual behaviours • Using BE to increase diabetes medication adherence • Adherence to type 2 diabetes medication is incredibly low, so TBA devised a simple intervention in the form of a salient reminder and commitment device for patients to use in their homes. TBA created a poster that leveraged key BE principles including: • Commitment – a promise contract between them and their loved one • Salience – a picture of their loved in corner of the page plus a bigger image of their eyes (I’m watching you!) • Feedback & Chunking – daily stickers to record and chunk the goal of adherence into manageable mini-goals Creating more ‘street harmony’ on London’s roads using social norms TBA created a simple behavioural intervention designed to reduce tension between cyclists and motorists on London’s roads. When humans aren’t sure about what to believe or do, they tend to look to others for guidance, often emulating their behaviour – this is called social norms. By putting a sign at traffic light junctions that read ‘most cyclists wait at red lights’, TBA researchers saw a marked decrease in the number of cyclists jumping red lights at rush hour by 21.4% and 14.5% respectively across 2 junctions. The message leveraging social norms challenged motorists’ existing inaccurate beliefs head on. The intervention had a significant impact on behaviour with 7/10 showing an increase in adherence

24. TBA Track Record – Helping our clients change habitual behaviours • Behavioural strategy to increase swimming participation • In 2015, we conducted game-changing Behaviour Change research to get the nation swimming. • Primed as swimming detectives, respondents visited their local pool feeding back on all behaviours observations, feelings and thoughts before/during/after swimming, to decode the swimming habit loop (swimmers and non-considerers), and current swimming anchors. • TBA developed an action-orientated Three Frontiers Framework to initiate and deepen swimming habits – with BE-inspired activation ideas to move people along the behaviour change journey. • The framework now underpins the ASA’s participation strategy and has been embedded with over 300 operators across England. • Development of Health Improvement Service for an English local authority • In 2015 we delivered behavioural insight to inform service development and marcomms aimed at a hard to reach audience with multiple unhealthy behaviours. • This included self-ethnography and a habit disrupting healthy lifestyle day to understand habits more deeply and identify behavioural touchpoints that the service could tap into. • The client’s communications agency have been briefed to shape their approach and execute national campaigns according to the findings. The research insights are also being built into the design of the client’s website to better support behaviour change and compliment the newly commissioned services. In the client’s own words: “I have told the comms agencies that your report is their bible for their piece of work.. For the partner support I want to pick out the key areas you identified as triggers for behaviour change and develop tools and resources for those areas - e.g. what tools does a frontline housing support worker need to help someone... I plan to replicate this across the system e.g. job centre staff, GPs, nurses” In the client’s own words: “The ASA’s Insight Team believe the project could not have been received any better. The Strategic Framework is clear, simple and easy for all to understand. The articulation of qualitative and behavioural science insights into jargon-free actions has helped to: position consumer insight as central to our new Participation Strategy; give the industry a common language to use when evaluating performance; build and enhance the ASA’s credibility as industry experts.” The insights are heralded as revolutionising the swimming industry’s approach to marketing and communications, customer service and tailoring pool programming effectively

25. Thank you! rachel@thebearchitects.com crawford@thebearchitects.com kat@thebearchitects.com