The Challenge

Previously conducted research identified specific audiences amongst the general public who are more likely to be ‘risk takers’ when it comes to rail safety and while campaign messaging successfully reached this target audience, the campaign’s impact on driving behaviour change was inconclusive. Further in-depth research was required to better understand these audience segments in order to ascertain what might influence them to change their risky actions.

Our client identified three core areas of focus for the research:

1. More fully understand who the risk takers are (diving deeper into the segments identified in a previous study)
2. To ascertain the potential for risk takers to be influenced to change their behaviour
3. Finally, to provide insight into what communications or interventions would be most effective in affecting change amongst risk takers

The Approach

DJS Research conducted a three-phase approach: semiotics, an online qualitative community and a 10 minute online quantitative survey. Working with our Behavioural Science Unit (BSU) we used the following behaviour change models to help frame our research design and thinking:

• ABC (Antecedents, Behaviour, Consequences) 
• STEAM (Social, Timely, Easy, Attractive, Messenger).

The Results

The results of the study gave the client with in-depth insight into different risk taker segments and how each are motivated to behave as well as their potential for change. The recommendations included clear guidance on interventions that would be most likely to affect desirable behaviour change and the role which a communications campaign could play.

The research deliverables included a fully integrated qualitative and quantitative report with supporting infographic and video animation to help disseminate the results across key teams in the organisation.

Network Rail