June 27, 2021

Sizing the prize for sport with Behaviour Change Modelling

Will Enever, Associate Director
The beauty of Behaviour Change Modelling is that it also provides specific direction on which sorts of messages will encourage change in behaviour, and identifies the barriers to making these changes.

As humans, we all know that however good our intentions, behaviour change doesn’t happen overnight. Also, just because we’re not currently demonstrating a behaviour, doesn’t mean that we never will.

Whether it’s participating in sport to drive health and wellbeing, watching sport on tv or attending a game; sporting events, policy makers, sporting bodies, local authorities and the media all want to understand the current levels of engagement to strengthen partnerships.

All behaviour change goes through clearly defined psychological stages that pre-empt any measure in behaviour change – however, conventional research approaches often focus on the end goal (likelihood to do or buy something) without recognising the importance of measuring where people are on their behaviour change journey.

Download our free guide to understanding sporting opportunities through Behaviour Change Modelling.


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