Have you ever wondered why people act the way they do or how society influences our choices? As someone interested in sociology and psychology, these questions have always intrigued me. That's why I chose to complete my work experience at Social Change, a marketing agency that uses behavioural science to create impactful campaigns and drive positive change.
Throughout my week, I gained valuable insights into the world of marketing, behavioural science, and creative media. I was excited to see how these fields work together to understand human behaviour and social patterns in the real world. This experience strengthened my interest for sociology, as I learnt the reasons behind how people think and act in different contexts.
Connecting Behavioural Science to the Real World
My week began with an introduction to the team and an overview of the projects. On Monday, I joined the Behavioural Insights Team, where I helped research youth substance use, exploring societal influences like peer pressure and media exposure. It was interesting to see how both qualitative and quantitative data reveal the hidden factors driving behaviour, connecting to my sociology studies on societal influences and behavioural patterns.
On Tuesday, I continued with the team, analysing interview transcripts from smokers and learning about behavioural concepts like social norms - how people often mimic those around them. This insight is frequently applied in marketing to promote healthier behaviours, linking my studies to real-world change.
Creativity and Behavioural Science in Marketing
Wednesday saw me working with the Creative Team, where I learnt about A/B testing, a method used to compare different variations of content and see which resonates best with the audience. I even got to create a Christmas-themed social media post for Social Change, applying what I’d learned about visual appeal and emotional triggers. It was interesting to see how psychology and creativity combine to create messages that connect with people.
Insights That Stuck with Me
On Thursday, I shifted to the marketing side of things, learning the importance of writing blog posts and managing social media for various businesses. I also attended three insightful webinars that deepened my understanding of data’s role in shaping behaviour. These webinars covered how qualitative data, like interviews, show motivations, while quantitative data, like surveys, measure trends. For example, I learned about loss aversion, where people are more motivated to avoid losses than to gain rewards - a principle often used in marketing campaigns. These sessions were a valuable link between my psychology studies and real-world applications in social change.
What stood out most was the amount of research and strategy behind every piece of content, from social media posts and blogs to nationwide campaigns. I realised that marketing is not just about selling products, but about understanding people and building meaningful connections.
This work experience not only improved my appreciation for marketing but also made me excited to study sociology at university in 2025. I got to see how behavioural science can be used to tackle real-world issues and make a difference.
It was inspiring to work with people from diverse university backgrounds, which gave me a better idea of what life after university could be like. My time at Social Change has definitely made me more determined to study sociology and keep learning about human behaviour!