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iSMA Webinar: Motivational research for effective behaviour change strategy
It is well known that influencing human behaviour is extremely challenging, but it is possible. If we truly understand the people we seek to influence, why they do what they do and what they need to encourage them to change their behaviour we can create strategies and communications that make a difference. But very often the true drivers of behaviour are not rational, logical, or easy to identify through traditional research approaches. This webinar will use a series of practical examples of successful behaviour change strategies to demonstrate the critical role that academic theory and motivational qualitative and quantitative research can play in creating effective behaviour change strategies.

Learning outcomes:
1) Understanding what motivational research is and why it is critical.
2) How to use motivational research to develop effective communications.
3) Practitioner insights into what works to influence behaviour change.
4) Why and how motivational research goes beyond providing personas.

Jun 29, 2021 09:00 AM in Canberra, Melbourne, Sydney

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Joan Young
Director, Research and Evaluation @The Behaviour Change Collaborative
Joan is recognised as one of Australia’s leading social marketing researchers. She has dedicated her career to working with government and not for profit organisations to deliver better social outcomes. Joan recently joined The Behaviour Change Collaborative to lead its research and evaluation function. In this role, Joan provides an evidence base to inform behaviour change strategy for government, non-profits, and social enterprises in Australia and overseas. Previously Joan was the CEO of Colmar Brunton Australia where she established Colmar Brunton Social Research, one of the leading suppliers of social research. Joan regularly speaks at national and international conferences and is passionate about using behavioural insights to create a better world.