Journey 20 - Task 3

Nature for Life Hub

steps of Behavior-Centered Design

Task 3: Map

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Map Step Overview

Map Step Overview (continued)

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Map Step Overview (continued)

DEI considerations

Tools for the Map step

What is Map?

Why is Map important?

Spotlight: Mapping data to insights

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Spotlight: Mapping data to insights

Rare's Climate Culture program explores impactful climate behaviors in the United States. One of those is increasing the adoption of plant-rich diets. To design interventions, our research team conducted some qualitative research through video diaries and interviews to learn people's motivations and barriers for eating less meat.

A group of people making pizzas together. Photo credit: Lauren Owens Lambert

Spotlight: Mapping data to insights (continued)

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Spotlight: Mapping data to insights (continued)

When analyzing their research, the team discovered some key insights around the important role of peer influence and emotions in shaping eating habits. People feel that eating meatless is socially difficult, choose to buy and prepare healthy foods, choose to buy and prepare food that brings comfort, and think the relationship between food and carbon impact is vague and intangible. As a result, three hypotheses emerged for changing Americans' eating behaviors:

These hypotheses guided the team in developing a later set of solutions in Ideate that were informed by their data on people's motivations and barriers.

Developing Hypotheses for Behavior Change: Reviewing your data

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Developing Hypotheses for Behavior Change: Reviewing your data

Once you have collected your data from Empathize, it's time to analyze what you found. Here are a few recommendations for identifying patterns and insights in your data:

• visualize your data through graphs, charts, and tables;

• separate your data into 'doers' (people doing the target behavior) and 'non-doers' (people who are not doing the target behavior) for comparison if you have a large enough sample;

• code your data for key themes and repeated language;

• list out key motivations, barriers, and contextual information; and/or

• host an insights discovery workshop or meeting to key findings.

Developing Hypotheses for Behavior Change: Writing hypotheses

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Developing Hypotheses for Behavior Change: Writing hypotheses

Once you have identified key insights, you are ready to write a hypothesis. A hypothesis is a statement that describes what you expect to happen as the result of a change. It often takes an "If I change X factor, then I expect Y outcome" formula. We often jump from assumptions about behavior to ideas. Writing hypotheses in the Map step makes you explain the logic for why you think behavior could change. It’s a moment to be thoughtful about how the key motivations and barriers you uncovered are connected to the target behavior. Explore these steps for developing a hypothesis based on the data you collected.

Activity: Write a hypothesis

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Developing a strong hypothesisThere are a few steps involved to writing a great behavior change hypothesis:

Step 1: Identify key insights

Step 2: Write a hypothesis

Step 3: Tips for writing a strong hypothesis

Step 4: Examples of strong hypotheses

Activity: Write a hypothesis

Now it's your turn to practice developing hypotheses. We have provided a few sample datasets for you to use or you can use data from your own behavior change challenge. In these files, you will find some sample data for food waste in the United States, farming practices in Colombia, and plastics management in Nigeria. Please note that these examples are for learning purposes and may not represent the full set of questions or data collected during research.

1. Review the data for themes and patterns.
2. Identify motivations, barriers, and contextual details for behavior.
3. List 3-5 key insights: What are the main reasons people are doing or not doing the target behavior? Why do you think those motivations and barriers are occurring?
4. Write hypotheses keeping the tips in mind.

Close this task and proceed on your journey

Task complete

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

Check-out and download the following files:

• Plastics management in Nigeria data set

• Food watse in United States data set

• Farming practices in Colombia data set

• Map worksheet

If I increase access to recycling resources, then households will recycle more. If students saw more plant-based options on menus, then students will order more plant-based dishes. If fishers believe that other fishers respect the fishing rules, then fishers will use the right gear. If leaders feel hope in taking action on climate change, then leaders will buy carbon offsets. If tourists believe that elephant poaching is wrong, then tourists will purchase fewer illegal wildlife products.

Note: It can be easy to accidentally include a solution in your hypothesis. For example in the first hypothesis above, if you said 'If city leaders build a new recycling center...' then you are including a solution. Aim for your hypothesis to be open to many possible solutions.

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis

• It shows a clear pathway from insight to behavior change.

• It is based in research/data/evidence for the behavior.

• It answers, ‘What needs to change about this person’s beliefs, attitudes, constraints, emotions, or context to influence their behavior?'

• It does not include a narrow solution (and therefore leaves room for brainstorming multiple solutions).

Based on the key insights you identified, now you can write a hypothesis for each of them. Try to fill in the blanks for the following formula: "If [target actor] believes/knows/thinks/feels/sees [desired state based on a key insight], then [target actor] will [target behavior]."

Based on your data analysis, identify 3-5 core insights you learned from your data. Insights describe the deeper meaning behind the data points you listed. You may want to group your data into themes to help uncover these insights.

Section overview

Start

Map Step Overview

Map Step Overview (continued)

Spotlight: Mapping data to insights

Spotlight: Mapping data to insights (cont.)

Developing Hypotheses for Behavior Change: Reviewing your data

Developing Hypotheses for Behavior Change: Writing hypotheses

Activity: Write a hypothesis