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Making a difference with consumer insights: social marketing for behavioural change – insights, interventions and impact
This article discusses the role of consumer insights in social marketing programmes. Relevant ways in which social marketing differs from commercial are: 1) barriers for behavioural change are more varied and deep-rooted; 2) word-of-mouth networks are more important; 3) a broader range of interventions and the need to involve many different stakeholders; 4) more important but more difficult to measure impact; 5) many organisations lack the necessary capabilities and culture.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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