Identify what moves and motivates your audience
What is it?
Developing audience insight and establishing a full understanding of people’s lives, what is important to them and what influences them. In particular, understanding the factors that move and motivate them
Identify what moves and motivates your audience
What is it?
Developing audience insight and establishing a full understanding of people’s lives, what is important to them and what influences them. In particular, understanding the factors that move and motivate them. You may need to consider undertaking primary research to complete your understanding.
Why do this?
People’s attitudes and behaviour are often the result of multiple influences. These may have developed over many years and be firmly entrenched, or be constantly changing. Looking at people’s lives in the round gives insight into why they behave as they do. More >
Knowing the factors that influence behaviour, for example access to services, provides a clearer understanding of potential target groups. This understanding helps you select specific target audiences and develop interventions.
To consider how we might encourage the desired behaviour, we need to understand why people behave as they do, what influences them, what they care about and their feelings and motivations. More >
Many behaviours are not the result of rational decision-making but are based on emotion and mood. So asking people why they act as they do may not provide the necessary information. This is why programmes which do not address their feelings and emotions are unlikely to succeed.
How might you do this?
Design and carry out the primary research you require to further understand your target audience(s). You should consider whether it can be don