We have developed this guide to help staff optimise communications with customers. Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Behavioural science provides tried-and-tested methods that help us to better understand how people think and behave. Armed with this knowledge, we can design communications that more effectively influence the decisions people make.

How to Use This Guide

This guide includes a checklist that details step-by-step instructions on how to design, develop, and test behaviourally informed communications. It includes, tips, techniques, and examples of how the methods outlined have been used successfully around the globe in recent years.

The tools are organised into our RESPONSE checklist.

• R Recipient
• E Effect
• S Sender
• P Pain Points
• O Opportunities
• N Nudge
• S Spillovers
• E Evaluate

We have tried to keep the guide as simple and accessible as possible. It should help you to quickly learn about the theory, steps, and techniques that can be applied to design more effective communications. But our ultimate goal is that once you are familiar with the content you will be able to use the guide as a handy reference when designing your own communications. The fact that you are reading this means you have the potential to be a game changer. We hope you find it useful.