Data-driven behavioral change: insights for effective mobility campaigns

How do we deploy behavioral campaigns effectively? It starts with data-driven insight. Insight beforehand (target group and potential for change), insight during the behavioral campaign (how effective are the behavioral measures), and insight afterwards (which measures can we still add to give the target group a final push?).

A meeting on this topic took place at Connekt on Thursday, March 27. Paul van de Coevering (BUas) first guided us through the theory behind measuring behavioral change. Subsequently, Matthijs Dicke-Ogenia (Goudappel) spoke about various stages of change and how these can help us make behavioral campaigns more effective. Christiaan Rasch (MobilityLabel) then demonstrated how their tool can help employers and regions gain insight into commuting and the potential for change within it. Finally, Henriette Verhoeven (XTNT) provided an inside look at the possibilities and challenges in practice by explaining the 'Fiets in Zuid-Limburg' behavioral campaign. This was followed by a discussion and drinks.

The 3 most important insights from the meeting:

• Look for combinations of data sources! Subconscious behavior is difficult to measure and is subject to many external influences. Combining different sources provides the best estimate.

• Keep it pragmatic! The practice of measuring behavior is often unruly. Especially with a limited budget, a pragmatic approach is essential to be able to evaluate behavioral campaigns at all.

• Seek synergy between behavioral measures! For effective behavioral influence, it is crucial to cleverly combine different interventions.