So what do you need your target audience to do differently? This question is the focus of this video. The behaviour that you need your target audience to do needs to be descriptive enough so that you can readily identify whether it is being performed or not. To get to this behaviour, however, we often need to start with a greater range of behaviours, so that we can narrow down to a single behaviour. Narrowing down to a single behaviour is what we call behaviour prioritisation, and can involve the use of a variety of criteria: The extent to which a behaviour has an “impact” on the problem, and a high “likelihood” of being performed are the two criteria we often use, and discuss here.

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