How can we change behaviour at scale? This was the question Buckinghamshire County Council wanted to answer when they signed up to Prevention at Scale. We were brought in at the scoping and research stage to help fill the research gaps and uncover some insight that might help to answer this important question.
To move and motivate residents to change the behaviours that negatively impact their weight and stop them from being more physically active levels and help smoking residents to quit.
Buckinghamshire County Council was one of several local authorities signed up to a national pilot called ‘Prevention at Scale’. Our mission was to carry out research and uncover insight to inform a delivery plan to make change happen at scale.
We used a range of research methods to undertake research with Buckinghamshire residents, based on our initial scoping review of national and local data to understand the issues. Following this, we ran a lifestyle survey with residents to understand their views and behaviours related to smoking, food and diet, physical activity and local service support.
This survey then led to more in-depth work to uncover insight. We conducted telephone interviews, face-to-face interviews, focus groups and ethnographic research [embracing techniques including shadowing, observation and diary exercises].
Insight for actionWe used the research to develop an insight pack. A number of very specific actions were recommended to the council and key stakeholders that would help facilitate and encourage lifestyle changes amongst residents. We illustrated the customer journeys through a set of customer ‘personas’ and provided the client with videos to help bring the key audience groups to life.
This approach allowed us to identify key groups of residents in Buckinghamshire, and make recommendations on interventions that could be developed for the people of Buckinghamshire that will resonate with their wants and needs and help them to think, feel and act differently.
The research findings, personas and customer journeys were used to develop an in-depth workshop with over 50 local stakeholders and service providers and help inform a strategy for Buckinghamshire that makes change at scale possible.