Every brief we get is about getting people to do things differently.

There are two ways of going about this.

1. Lots of observation of current behaviour, including asking people about what they do and understanding the context around it, including the barriers to change and possible rewards. You then introduce some stimulus of what the new behaviour would involve and ask people to hypothesise the benefit. All this is followed by a lot of analysis and thinking.

2. Ask people to carry out the change the brief is asking for, or as close to it as possible prior to launch of something new.

Well, we’re great believers in the second route. It’s ridiculously more direct, and as a by-product, you also get far better, more reliable insight into current behaviour as well.

For brands, creating change isn’t easy, but the insight process needn’t be complex.