The first step is the hardest!
12 July 2021
When it comes to tackling those daunting tasks, it's often the first step that is the most difficult.
While we may be well aware of what we should be doing, we often struggle to make it happen. Behavioural Scientists call this the intention-action gap. This gap exists when we have every intention of doing something, with the knowledge and understanding of why we should do it, yet somehow it fails to happen.
Our latest article in Impact e-magazine, ‘The first chunk is the hardest,’ explores how a Behavioural Science concept, known as chunking, can help us break down a goal into ‘bite sized’ steps to make it more attainable. Focusing then, on that first chunk, in particular, can help us combat the intention-action gap and shift us from having good intentions to acting on them.
We take the notoriously difficult task of tackling financial troubles, from saving to paying off debt, and discuss how different interventions targeting that first step have proven effective by giving us more nuanced ways of building momentum and energy to get on top of finances.
See how Behavioural Science can make that first step easier by reading our article here.
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TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
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For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
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The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)