TBA present at the 2016 ESOMAR Global Qualitative Conference
Rachel Abbott and Eimear MacGarty, Director and Senior Strategic Consultant at TBA London respectively, recently presented at the 2016 ESOMAR Global Conference on Qualitative Research in Berlin.
The theme of their talk was 'Steering Healthier Lifestyles' - looking at how we can use insight from behavioural science to help participants and researchers tell impactful stories.
Rachel and Eimear explained how behavioural science can fuel a research journey that unlocks richer, more contextualised stories. They went on to present The Behavioural Architects’ recent work with Kent County Council to design services and communications to reduce health inequalities among low income and socially deprived people with multiple unhealthy behaviours. Stories help create real empathy with the protagonists; they make researchers and participants more reflexive and bring us closer to the reality of people’s lives. Most importantly, stories can help us design strategies and tactics for connecting, steering and influencing behaviour.