Defining behaviour first: the secret to a successful approach

The first thing we do when we receive a client brief is break down their research question. What exactly is it that we are being asked to explore? As well as thinking about the organisation’s business objectives, our mission is to seek the human problems that lie within. 

The secret is to be precise. Before we can design our approach and select our methods, we really need to know: what do you want people to do?

Here’s how we made Weetabix easier to buy

The brief asked us: how can we use in-store tactics to increase sales of Weetabix?  

After taking a visit to the cereal fixture in-store, we realised:

• There were hundreds of options to choose from 
• It was hard to find Weetabix on the shelf 
• There were three competing promotions, making it hard to know which size pack offered the best value.

And so, our behavioural objectives were born:

• How do we make cereal easy to find on the shelf? 
• How do we make it easy to buy? 

These simple objectives gave us clear direction on how to collect effective evidence for the client. Crucially, the design needed to include different methods for different audiences, such as:

• Evidence of real people making decisions in store for the marketing team (in-store filming, eyetracking, intercepting shoppers post-purchase)
• A business case for change for retail partners (U&A survey & Kantar switching data).

The outcome? Clear guidance on how to make shopping for cereal easier. Weetabix enacted a simplicity strategy: aligning promotions, using clearer packaging and putting all Weetabix flavours next to each other on the shelf. This simplicity strategy led to record sales and market share. 

My next article will be about why observation is crucial to qualitative research. To get your hands on a free copy of our book Closing the Say-Do Gap, just drop us a line.