Public Sector

The public sector grapples with effecting behavioural change across a society that is still in the grip of austerity and at the same time evolving to be increasingly digital in many aspects of day to day life, recognised by the UK government in the ‘digital by default’ initiative.

We borrow the best techniques from the private sector and from behavioural sciences to understand how and why people behave in the way they do. We’re then in a position to best advise our clients how they might change that behaviour.

To find out more, contact Hazel Fletcher or Alex Johnston

Case Study

How do you use segmentation to help marketing communications drive behavioural change?

DWP needed an effective segmentation to enable its communications to achieve cut through to its targets of HR professionals.

Working collaboratively with Mediaedge:cia we built behavioural change theory into our approach.  Having built a great segmentation it was critical to embed it in DWP. We used an iterative collaborative workshop using teams from different organisations and departments in DWP.

The segmentation was positively adopted and made a huge difference to how DWP approaches employer engagement.

To find out more, contact Hazel Fletcher or 
Alex Johnston

Case Study

Food Standards Agency 

Our client needed to understand the views of its stakeholders in critical policy areas across as many audiences as possible, covering Industry, NGOs, Central Government, Local Authorities, Academics, the Media and MPs.

We used a three stage mixed methodology - qual to quant to qual.  Success rested on three key factors; fully immersing ourselves in the world of the Food Standards Agency so we were able to engage knowledgably and professionally with stakeholders, segmenting the stakeholder audience and tailoring the interview approach accordingly and optimising the stakeholder experience at every stage of the study.

The insights fed straight into the Agency’s strategy to inform engagement with stakeholders on issues such as procedures for consultation on policy, enhancing the Agency’s website and communication with the Media.

To find out more, contact Hazel Fletcher or 
Alex Johnston