Corporate slide masterWith guidelines for corporate presentations

Research into values, attitudesand behaviours, and the “segmentation model”

Jennifer PridePeople and Environment, Welsh Government

Behaviour change?

Or

How do we make sure we think about real people when we design activity??

Understanding human behaviourRational

all-knowing individualised

long-term utility

maximisation

More like this?.....

Information

Heuristics e.g. Availability or Anchoring

Hyperbolic discounting

Framing

Values

Beliefs and attitudes

“Norms”

Habits

Emotions

Sense of Agency

Skills

Materials and infrastructure

Image and meaning

Inertia

Information

Feedback

Prompts

Training

Incentives or punishments

Pledges and ‘norm appeals’

Role models

Group work

Catalyse networks

Infrastructure

Legislation

“Nudge”

Why do we behave the way we do?

• Understanding our audience better

• Identifying core values, attitudes and beliefs

• Identifying the make up of groups and audiences, finding effective ways to reach people.

Sustainability Survey 2011

On toast would you rather have…?

Step left …                              Step right…

Which one do you prefer…?

Step back …                  Step forward…

Sweet

Not Aerobic

??

?

?

?

?

Sweet

Aerobic

Salt

Aerobic

Salt

Not Aerobic

Segmentation…1. leads to ‘clusters’(people don’t fit into neat boxes)

2. can help in design of communications (Match to target audience - find a ‘way in’, avoid turning people off)

3. also used for targeting interventions

4. Doesn’t work for individuals!

1. Sustainability Survey 2011• Survey of 1,500 people in Wales

– environment, economy and social issues – 17 values, 20 attitudes and 10 beliefs

• Look at current uptake of behaviours

2. Segmentation project 2012• Segmentation of these 1,500 respondents into clusters based on

values, attitudes and beliefs• Look at features that differentiate groups

1. Sustainability Survey 2011• Survey of 1,500 people in Wales

– environment, economy and social issues – 17 values, 20 attitudes and 10 beliefs

• Look at current uptake of behaviours

2. Segmentation project 2012• Segmentation of these 1,500 respondents into clusters based on

values, attitudes and beliefs• Look at features that differentiate groups

3. Narratives project 2012• Identify current and ‘possible’ SD narratives• Test out in focus groups based on the clusters• Find language that works for everyone• Find language that works for some people

Universal Values, Attitudes & Beliefs

• Honesty (96%)

• Stable economy (96%)

• Welsh landscape (96%)

• Family security (95%)

• Loyalty (94%)

• Honouring parents and elders (92%)

• People should be more involved (92%)

• Proud of living in Wales (91%)

What isn’t there: wealth, authority, success, 

influence…

Segments and Inter-relations

Locally Focused / Pobl eu Milltir Sgwar

(20%)

Commentators / Y Sylwebwyr

(12%)

Self-Reliant / Yr Annibynnol

(16%)

Aspirers / Yr Uchelgeisiol

(15%)

Enthusiasts / Y Brwd(17%)

StrongStrongPragmatists / Y Pragmatwyr

(21%)

Enthusiasts / Y Brwd (17% of public)

• Highest socio‐economic and educational levels. More women than other segments. The least likely to describe themselves as ‘Welsh’.

• Concerned about the environment, knowledgeable about SD, tolerant of ‘policy speak’.

• May want ‘success’ but not wealth per se.• Environment is more important than economic growth. 

“Recycle everything” – slightly higher environmental behaviours, but more cars, more flights

• Respond well to talk of systems, competing interests, and doubts about prevailing economic model

“Like all countries, Wales is struggling with major environmental problems. The long term supplies of oil

and gas are uncertain. Climate change is already changing our weather and increasing flooding”

• High proportion of parents, the second highest educational qualifications.

• The majority call themselves ‘Welsh’ but they are the most likely to describe themselves as ‘British’ 

• Most likely to say that success, wealth and economic growth are not important.

• Much more likely to endorse a sustainable lifestyle • More likely than average to undertake regular energy/water 

saving, and the most likely to have reduced flying for environmental reasons.

“We are in tough times. But everyone knows that money and markets are not the only things

that give people a good quality of life.”

PragmatistsPragmatists / Y Pragmatwyr (21% of public)

Aspirers / Yr Uchelgeisiol (15% of public)

• Youngest segment, most urban.• As concerned about the environment … but less of a priority 

in their lives• More interested in independence, success and wealth…(“It is 

very important for Wales to have a high level of economic growth” ‐ also excitement, pleasure, enjoying life.

• Less involved in where they live. Lower levels of life satisfaction. Most frequent flyers

• Engage on Welsh natural environment and urban environments. Green jobs are appealing.

“If we develop these water and wind resources we will hold onto the billions of pounds we send out of Wales, and

can reinvest that in local jobs and opportunities for our own people”

Locally Focused/ Pobl eu Milltir Sgwar (20%)

• Wide age range: the most 65+ but also a third of u35s. The second most female segment.

• Strongly identify with locality, community and Welsh identity.• Conservative’ values  ‐ family security and respect for 

tradition:  favour economy over environment, which they regard as the concern of an “alternative lifestyle”

• Actively anti‐‘green’, includes a significant minority who are sceptical about climate change, but are concerned about waste and are committed recyclers.

• Average on energy/water/transport behaviours, least likely to be ‘thinking about’ installing renewables.

“We have the natural environment of Wales – our landscape, mountains, rivers and seas – that makes

people passionate about Wales.”

Commentators / Y Sylwebwyr (12% public)

• Older age group, more likely to own homes and more cars• Slightly better health, wealth and life satisfaction• Don’t want to be called ‘green’, not familiar with SD, “Not 

worth us acting on Climate Change”• Do not believe environmental disaster is looming. Many want 

economic growth even if the environment suffers. Still think the Welsh landscape is important.

• More have insulated homes and efficient cars (otherwise below average environmental behaviours)

• Lead with economy. If environment, then efficiencies, landscape

“The absolute priority of the Welsh Government will be dealing with the weak economy and unemployment. It’s only fair that 

everyone should have a decent standard of living”

Self-Reliant / Yr Annibynnol (10%)

• The least educated, lowest income group, most likely to be single and least likely to own a car (although 73% do)

• Lowest level of life satisfaction, least likely to be in a ‘good’ financial situational and in ‘good’ health.

• Most likely to rate values as not important, least likely to rate them as extremely important.

• Amongst those least likely to endorse a sustainable lifestyle• Generally less likely to be undertaking each one of the 

sustainable behaviours: least likely to fly for leisure but also the least likely to ‘recycle everything’.

“We are in tough times. It’s only fair that everyone should have rewarding and secure jobs and a decent standard of

living that allows them to care for their families.”

Environmental behavioursLine spider gram

-0.75

-0.5

-0.25

0

0.25

0.5

Energy curtailment

Energy insulation

Energy-efficient heating

Transport curtailment

Energy-efficient carNumber of flights

Waste reduction

Waste recycling

Water curtailment

Enthusiasts - Y Brwd Pragmatists - Y PragmatwyrAspirers - Yr Uchelgeisiol Community Focused - Pobl eu Milltir SgwarCommentators - Y Sylwebwyr Self-reliant - Yr Hunanddibynnol

A behaviour change approach (simplified)

1. Select target behaviour and target audience

2. Investigate the target audience: key factors that influence behaviour and how these could be changed

3. Develop intervention(s) based on this insight

4. Test, evaluate, feedback and modify

Defra 4 EsInformationIncentives or

punishments“Nudge”

Role models

Group work

Catalyse networks

Infrastructure

Legislation

Feedback

Training

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