{"id":7628,"date":"2020-11-30T07:20:34","date_gmt":"2020-11-30T12:20:34","guid":{"rendered":"https:\/\/flevy.com\/blog\/?p=7628"},"modified":"2020-12-18T20:45:47","modified_gmt":"2020-12-19T01:45:47","slug":"how-do-we-understand-consumer-behavior-and-undertake-behavioral-transformation-know-3-bs-of-behavioral-change","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/how-do-we-understand-consumer-behavior-and-undertake-behavioral-transformation-know-3-bs-of-behavioral-change\/","title":{"rendered":"How Do We Understand Consumer Behavior and Undertake Behavioral Transformation? Know 3 Bs of Behavioral Change"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignright size-medium wp-image-7634\" src=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/Behavior1-225x300.jpg\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/Behavior1-225x300.jpg 225w, https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/Behavior1-768x1024.jpg 768w, https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/Behavior1.jpg 1280w\" sizes=\"(max-width: 225px) 100vw, 225px\" \/>Product managers, marketers, and designers are often confused as to what they should do to increase the chances of customers\u2019 engagement and uptake of their offering.\u00a0 Changing individuals\u2019 behavior to enhance engagement, productivity, <a href=\"https:\/\/flevy.com\/browse\/stream\/innovation\">innovation<\/a>, and happiness isn\u2019t straightforward.<\/p>\n<p>It takes a lot of effort, time, and resources to execute initiatives aimed at transforming behaviors and <a href=\"https:\/\/flevy.com\/browse\/stream\/culture\">Organizational Culture<\/a>.\u00a0 However, most people aren\u2019t interested in changing and like the status quo to prevail. \u00a0This is where <a href=\"https:\/\/flevy.com\/business-toolkit\/behavioral-economics\">Behavioral Economics<\/a> can help to know how customers behave, interpret their decision-making methods, and create solutions targeting those behaviors.<\/p>\n<p>Product designers and marketers aspiring to drive acceptance of their products can make use of the 3 Bs of Behavioral Change to change understand <a href=\"https:\/\/flevy.com\/business-toolkit\/consumer-behavior\">consumer behavior<\/a>. The <a href=\"https:\/\/flevy.com\/browse\/flevypro\/3-bs-of-behavioral-change-5373\">3 Bs of Behavioral Change<\/a> classify the 3 elements essential to change behaviors, i.e.:<\/p>\n<ol>\n<li><strong>Behavior <\/strong><\/li>\n<li><strong>Barriers<\/strong><\/li>\n<li><strong>Benefits <\/strong><\/li>\n<\/ol>\n<p><a href=\"https:\/\/flevy.com\/browse\/flevypro\/3-bs-of-behavioral-change-5373\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-7649\" src=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/3-Bs-of-Behavior.png\" alt=\"\" width=\"1002\" height=\"752\" srcset=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/3-Bs-of-Behavior.png 1002w, https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/3-Bs-of-Behavior-300x225.png 300w, https:\/\/flevy.com\/blog\/wp-content\/uploads\/2020\/11\/3-Bs-of-Behavior-768x576.png 768w\" sizes=\"(max-width: 1002px) 100vw, 1002px\" \/><\/a><\/p>\n<p>Understanding and employing these 3 Bs helps the designers and product managers instill change, inspire design and strategy-related decisions, increase the acceptance of new products \/ features and product engagement levels, and build new behaviors in people.<\/p>\n<p>Let\u2019s discuss the first 2 elements in detail.<\/p>\n<h2><strong>Behavior<\/strong><\/h2>\n<p>People have an inherent tendency to maintain the status quo.\u00a0 Behavioral change necessitates:<\/p>\n<ul>\n<li>Identifying individuals\u2019 existing attitudes.<\/li>\n<li>Assessing and tackling psychological biases affecting individuals\u2019 decisions.<\/li>\n<li>Carefully tracking behaviors that need to be changed.<\/li>\n<li>Ascertaining the most important desired behavior and exact action that is imperative to drive results.<\/li>\n<li>Getting the buy-in from all stakeholders on the key behavior.<\/li>\n<li>Deciding if the behavior should be permanent or transient.<\/li>\n<\/ul>\n<p>Examples of key actions to change behaviors include spending 30 minutes thrice weekly doing cardio exercises and consuming salad at lunch daily to stay healthy.<\/p>\n<h2><strong>Barriers<\/strong><\/h2>\n<p>Understanding the barriers in behavior adoption assists in creating effective solutions to improve uptake of key behavior. \u00a0The second step to induce behavioral change is to reduce barriers in its adoption.<\/p>\n<ul>\n<li>Every decision that a product user has to make, no matter how negligible, increases resistance in the likelihood of completing a specific behavior.<\/li>\n<li>These actions and decisions an individual has to take in order to achieve the desired behavior create points of friction in embracing key behaviors.\u00a0\u00a0For instance, people often find it difficult to decide when presented with complex choices. They tend to procrastinate or become a victim of decision paralysis.<\/li>\n<li>Removing the points of friction and resistance from any key behavior necessitates documenting and streamlining all decisions. The path of least resistance leads to desired key behaviors.<\/li>\n<\/ul>\n<p>Examples of barriers include the thought process involved in the decision to select where to have dinner.\u00a0 This thought process is, in fact, a psychological barrier in actually going out and having dinner.\u00a0 Likewise, the decision to walk or drive to a restaurant is a logistical barrier and a point of friction that warrants making a decision.<\/p>\n<p>To eliminate these barriers, we can either remove barriers entirely or just simplify the decision.\u00a0 For instance, elimination of a non-critical, open text field from a sign-up form\u2014that probed the users about their business, which requires significant time to think and answer\u2014can increase page-over-page conversion.\u00a0 In case choices are helpful for the users and cannot be eliminated, then it is best to simplify the decision process by giving fewer options instead of many, or by suggesting \u201crecommended option\u201d to the users.<\/p>\n<p>Interested in learning more about the details of the 3 Bs of Behavioral Change?\u00a0 You\u00a0can download\u00a0<a href=\"https:\/\/flevy.com\/browse\/flevypro\/3-bs-of-behavioral-change-5373\">an editable PowerPoint presentation on 3 Bs of Behavioral Change here<\/a><u>\u00a0<\/u>on the\u00a0<a href=\"https:\/\/flevy.com\/browse\">Flevy documents marketplace<\/a>.<\/p>\n<h2>Do You Find Value in This Framework?<\/h2>\n<p>You can download in-depth presentations on this and hundreds of similar business frameworks from the <a href=\"https:\/\/flevy.com\/pro\/library\">FlevyPro Library<\/a>. <a href=\"https:\/\/flevy.com\/pro\">FlevyPro<\/a> is trusted and utilized by 1000s of management consultants and corporate executives. Here&#8217;s what some have to say:<\/p>\n<blockquote><p>&#8220;My FlevyPro subscription provides me with the most popular frameworks and decks in demand in today\u2019s market. They not only augment my existing consulting and coaching offerings and delivery, but also keep me abreast of the latest trends, inspire new products and service offerings for my practice, and educate me in a fraction of the time and money of other solutions. I strongly recommend FlevyPro to any consultant serious about success.&#8221;<\/p>\n<p style=\"text-align: right;\">\u2013 Bill Branson, Founder at Strategic Business Architects<\/p>\n<\/blockquote>\n<blockquote><p>&#8220;As a niche strategic consulting firm, Flevy and FlevyPro frameworks and documents are an on-going reference to help us structure our findings and recommendations to our clients as well as improve their clarity, strength, and visual power. For us, it is an invaluable resource to increase our impact and value.&#8221;<\/p>\n<p style=\"text-align: right;\">\u2013 David Coloma, Consulting Area Manager at Cynertia Consulting<\/p>\n<\/blockquote>\n<blockquote><p>&#8220;As a small business owner, the resource material available from FlevyPro has proven to be invaluable. The ability to search for material on demand based our project events and client requirements was great for me and proved very beneficial to my clients. Importantly, being able to easily edit and tailor the material for specific purposes helped us to make presentations, knowledge sharing, and toolkit development, which formed part of the overall program collateral. While FlevyPro contains resource material that any consultancy, project or delivery firm must have, it is an essential part of a small firm or independent consultant&#8217;s toolbox.&#8221;<\/p>\n<p style=\"text-align: right;\">\u2013 Michael Duff, Managing Director at Change Strategy (UK)<\/p>\n<\/blockquote>\n<blockquote><p>&#8220;FlevyPro has been a brilliant resource for me, as an independent growth consultant, to access a vast knowledge bank of presentations to support my work with clients. In terms of RoI, the value I received from the very first presentation I downloaded paid for my subscription many times over! The quality of the decks available allows me to punch way above my weight \u2013 it&#8217;s like having the resources of a Big 4 consultancy at your fingertips at a microscopic fraction of the overhead.&#8221;<\/p>\n<p style=\"text-align: right;\">\u2013 Roderick Cameron, Founding Partner at SGFE Ltd<\/p>\n<\/blockquote>\n<blockquote><p>&#8220;Several times a month, I browse FlevyPro for presentations relevant to the job challenge I have (I am a consultant). When the subject requires it, I explore further and buy from the Flevy Marketplace. On all occasions, I read them, analyze them. I take the most relevant and applicable ideas for my work; and, of course, all this translates to my and my clients&#8217; benefits.&#8221;<\/p>\n<p style=\"text-align: right;\">\u2013 Omar Hern\u00e1n Montes Parra, CEO at Quantum SFE<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Product managers, marketers, and designers are often confused as to what they should do to increase the chances of customers\u2019 engagement and uptake of their offering.\u00a0 Changing individuals\u2019 behavior to enhance engagement, productivity, innovation, and happiness isn\u2019t straightforward. It takes a lot of effort, time, and resources to execute initiatives aimed at transforming behaviors and&hellip;&nbsp;<a href=\"https:\/\/flevy.com\/blog\/how-do-we-understand-consumer-behavior-and-undertake-behavioral-transformation-know-3-bs-of-behavioral-change\/\" rel=\"bookmark\"><span class=\"screen-reader-text\">How Do We Understand Consumer Behavior and Undertake Behavioral Transformation? Know 3 Bs of Behavioral Change<\/span><\/a><\/p>\n","protected":false},"author":110,"featured_media":7634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[85,81],"tags":[1147,1950,1146,1707,228,1286,1041,2300,1136,1951,2299,2301,22],"class_list":["post-7628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-organization","category-strategy","tag-behavior","tag-behavioral-change","tag-behavioral-psychology","tag-behavioral-transformation","tag-change-management","tag-cognitive-biases","tag-creativity","tag-customer-engagement","tag-decision-making","tag-desired-behaviors","tag-product-design","tag-product-uptake","tag-productivity"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/7628","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/110"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=7628"}],"version-history":[{"count":12,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/7628\/revisions"}],"predecessor-version":[{"id":7786,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/7628\/revisions\/7786"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/7634"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=7628"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=7628"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=7628"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}