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Framework #17

Behavioural Change Techniques

Michie et al (2013)

What does it mean?

In recent years there has been increasing interest in Behavioural Change and understanding the elements of environmental and personal characteristics that could improve the services offered or the adoption of those services.

In 2013, researchers from City University London developed an extensive structured set of Behavioural Change Techniques (BCTs) used in behavior change interventions in medical technologies.

The purpose was to create guidelines to aid precise reporting of behavior change interventions and provide rigorous methods of characterizing active content of interventions with precision and specificity. The result is an extensive set of 93 agreed, distinct BCT’s, clustered into 16 groups.

Why do we believe it's important?

We find that Behavioural Change Techniques have a much broader application than medical technologies. They provide a set of tools that can be used in experimentation to create pull / stickiness to new technologies, and help design consumer-like experiences. Depending on the problem and customer set, not all will be relevant; however, they provide a rich tapestry for experimentation and are often highly underutilized.

How do we put it into practice?

For a MedTech company, we created a prototype that leveraged different BCTs focused on reasoning, responsibility and behaviours. This helped us understand patient behaviour and derive the eValue hierarchy for the proposition, setting out clearly what patients expected for free versus functionality they were willing to pay for, which ultimately informed future design roadmaps.

 

Source: Michie, S., Richardson, M., Johnston, M., Abraham, C., Francis, J., Hardeman, W., Eccles, M. P., Cane, J. & Wood, C. E. (2013). The Behavior Change Technique Taxonomy (v1) of 93 Hierarchically Clustered Techniques: Building an International Consensus for the Reporting of Behavior Change Interventions. Annals of Behavioral Medicine, 46(1), pp. 81-95. doi: 10.1007/s12160-013-9486-6
 

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