Expand your Knowledge

Recommended Reading on Behavior Change Communication

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At Sight and Life, we are pleased to share knowledge and recommend resources that we find useful in our work. This is certainly the case with behavior change communication (BCC).

To expand your knowledge about the steps in the Sight and Life BCC Process we shared during the webinar “Assessing the Situation: What you need to know” in our BCC webinar series, we have collated an array of books, websites, and papers that are valuable resources. This is just our opinion but we hope these recommendations can deepen your knowledge on BCC and provide though-provoking ideas and inspiration as it did for us.

During this second webinar in the series, we discussed Step 2 and Step 3 in the Sight and Life BCC Process; the desk review and client research.

Bcc Process Cycle, behavior change, nutrition

The key takeaways from this webinar are:
– The BCC principle ‘know your audience’ lies at the core of developing successful nutrition communication campaigns. 
– Defining your knowledge needs, or simply what you need to know, is the first critical consideration.
– Step 2 in the BCC process isabout assessment, analysis, and synthesis of information to effectively answer questions on the broader context, thedrivers and constraints for the target behavior and communication efforts previously employed to change the desired behavior.
– Client research, step 3 in the BCC process,involves gaining valuable insights from the target audience and communities that you seek to change. 

Watch the video of webinar 2 below and find the complete slide deck from the second Sight and Life webinar HERE.

Our Recommended Resources on BCC from Webinar 2

 

Research Paper
1.
Download the paper by Population Services International (PSI). A Qualitative Research for Consumer Insights: One Organization’s Journey to Improved Consumer Insight HERE

In this paper, PSI, a leading social marketing and behavioral change communication NGO describe how they improved the use of research to gain better consumer insights and plan better interventions. It offers a practical perspective through the lens of an organization where research is core of the business.

Why do we like this?
We think this paper is insightful for any organization wishing to strengthen their qualitative research capacity for improved target audience insight generation. The paper lays out how an organization focusing on behavioral change, has sophisticated their approach to qualitative research to improve their programmes over time.

Useful Websites
2.
The Health COMpass
The Health COMpass is a platform offering a wealth of useful resources from different proven sources, for researchers, from specific guides on data collection methodsfor the field to more comprehensive guides on how to conduct formative research. It is funded by USAID and managed by Johns Hopkins University Bloomberg School of Public Health.
 
Why do we like this?
The Health COMpass provides evidence based, easy to understand tools – ready to take and apply to a real-life context for beginner and specialists in behavioral change alike.
 
3. The UK National Social Marketing Center
This former non-profit and now agency offers a comprehensive step-by-step guide on developing a behavioral change intervention. Of specific interest is the section on generating insights, in their planning guide as well as the real-life examples of behavioral change interventions, in the show case section, you can learn how insights were derived from research to development. 

Blog
4.
Innovative Research Methods – Roleplay
As we often conduct research on topics that can be sensitive such as personal health or child feeding practices, creating an environment where the interviewee feels comfortable and at ease enough to open up to the interviewer is often a challenge. The choice of a research method which best fits the environment is key. Using roleplay for research is an innovative way to allow the interviewees to ‘act-out’ their behaviors, concerns, beliefs, and barriers with others rather than be interviewed. IDEO, a social innovation consultancy, uses this method successfully and provides free tools to download.

Another interesting blog post about the use of role play in research is “Candy Wrappers and Stethoscopes: Role-play in the user testing environment” written by Estee Liebenberg, a service design consultant.
 
Why do we like this?
Innovative research methods to tailor how we approach our audience and adhere to their needs and contexts is an important part of ‘knowing your audience’. Roleplay provides an applicable research method and in this blog post the author and practitioner of roleplay provides great insight into how this methodology works in practice.

Book
5.
Thinking Fast and Slow by Daniel Kahneman
 Drawing on decades of research in psychology that resulted in a Nobel Prize in Economic Sciences, Daniel Kahneman takes readers on an exploration of what influences thought example by example. System 1 and System 2, the fast and slow types of thinking, become characters that illustrate the psychology behind things we think we understand but really don’t, such as intuition.
 
Why do we like it?
In webinar 2 we talked a lot about the BCC principle ‘know your audience’ and this book is an interesting examination of human behavior and how we think. It is a comprehensive explanation of why we make decisions the way we do and how the decision-making process can be improved. An interesting tidbit is our decisions are strongly colored by how we frame questions in our minds. Simply re-framing a question can easily cause people to reverse decisions. We need to understand these framing issues in order to avoid bad decisions. This provides useful insights for BCC interventions aiming to influence the decision-making process.

Webinar 2 Sources
And lastly check out these great sources our experts referred to during webinar 2! 

6. Merritt, RK. Bsc, D.Phil  (2011). Developing your  Behaviour Change Strategy ‘How To’ Guide.  On behalf o f NHS East London & the city.  Tower Hamlets PCT. 
 
7. Dickin, Kate and Marcia Griffiths, The Manoff Group, and Ellen Piwoz, SARA/AED. Designing by Dialogue. Consultative Research to Improve Young Child Feeding. Support for Analysis and Research in Africa: Washington, D.C.: AED for the Health and Human Resources Analysis (HHRAA) Project, June 1997 
 
8. Focused Ethnographic Study of Infants and Young Children Feeding Manual

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