COGNITION Audits

Optimising your communications with behavioural science

The coronavirus pandemic, and measures in place to limit its impact, present an unprecedented challenge for the travel and leisure industry in the UK. Everyone has to make fundamental changes to the way we behave, in our businesses and in society at large.

To make your communications as effective as possible during the pandemic (and beyond), we are sharing some simple best practice guidance based on our extensive experience of delivering effective behaviour change. As we are seeing in the government response, communications at a time like this are absolutely critical – and a poorly received message can be disastrous. With this in mind, testing your communications using our COGNITION Audit approach is a sensible step forward.

COGNITION Audits are a unique approach to changing behaviour through communication.

COGNITION Audit from BVA Nudge Unit on Vimeo.

Our new service allows you to create measurable customer behaviour change. COGNITION Audits are designed to optimise your communications whether it be optimising online experiences, marketing, print materials, call centre scripts, internal communications, or a mixture. The audits are based on international best practice, marketing science, psychology and behavioural theory.

Success stories
Implementing COGNITION Audit recommendations resulted in:

An 11% increase in call centre efficiency for a savings provider
A 54% growth in click-to-action for a credit card provider

How it works

An expert review rooted in behavioural science, using our COGNITION framework:

IDEATE: ‘long list’ of optimisations identified via the COGNITION framework

PRIORITISE: shortlist of optimisations agreed, based upon feasibility, opportunity and likely impact

TEST: optimisations amongst the target audience, via a suitable method (selected according to requirements)

Deliverables include a set of recommended Communication Optimisations Guidelines (COGs). Each rooted in behavioural science theory and the COGNITION framework. Each designed to change specific behaviours.

Get in touch

Contact Richard Chataway and Caroline Ahmed to find out more.

More about BVA Nudge Unit

Content: https://bvanudgeunit.com/sciencing-the-sht-out-of-communications/

Case studies: https://bvanudgeunit.com/cases/

About us: https://bvanudgeunit.com/about/our-story/

Blogs

UK Consumer Sentiment on the Impact of COVID-19 - Presentation to the Tourism Society

2nd Jul 2020

Catalyst to change: the 5 major changes expected in the Singapore consumer market post-COVID-19

29th Jun 2020

BVA BDRC Asia undertook a survey of consumers in Singapore to assess the ways in which lockdown has changed consumer behaviour, but more importantly the economic impact on households.

Inside Best Western: A data-driven review

18th Jun 2020

A review of the fly-on-the-wall documentary, Inside Best Western – A Very British Hotel Chain.

The Prospects for Overseas Tourism in 2020

15th Jun 2020

This time last year, you’d have been forgiven for thinking that Brexit was the biggest challenge to UK outbound tourism. But fast forward 12 months, and COVID-19 means the sector faces its biggest threat in recent memory.

Coming out of lockdown – what is the outlook for the hotel sector in the UK?

9th Jun 2020

Using BVA BDRC's Covid-19 consumer tracking study, CEO, Cris Tarrant looks at the implications for the UK hotel sector and how it might emerge from lockdown.

Communicating in a Crisis: A Best Practice Checklist from Behavioural Science

1st May 2020

Communications at a time like this are absolutely critical – and as we’ve seen with some government efforts, a confusing or poorly received message can be disastrous.

7 reasons to continue advertising through the Coronavirus pandemic

22nd Apr 2020

Using data from our BVA BDRC Covid-19 tracker, as well as current thinking from marketing experts, we have spelled out below our 7 reasons to continue advertising at a time when it seems most tempting to cut marketing spend to the bone.

What is the impact of Coronavirus on the Private Rental Sector?

21st Apr 2020

The Coronavirus pandemic has, of course, affected the great majority of landlords. We undertook 850 interviews for our latest Landlords Panel research in partnership with the National Residential Landlords Association, revealing the nature and scale of the impact.