Plan Components for the Problem Description
Benefits and Barriers
As you continue to look at existing behaviors that can be changed (or new
behaviors that can be adopted), consider the potential benefits the audience may
receive and what barriers they may face. Be sure to consider the audience's
perspective. What benefits and barriers do they perceive? Which benefits and
barriers are most important to them?
Look at the literature and talk to subject matter or audience experts to start
answering the following planning questions
- What is the current behavior of your target audience?
- What is the most achievable behavior change for the target audience to
- What will the audience like about the new behavior? What are the
consequences of change?
- What might keep the audience from adopting the new behavior?
- Are there environmental factors that play a role? What are they?
- Are there policies or standards (for example, government laws or
corporate policies) that either help or hinder the behavior change?
Answers to these questions can also feed into your decisions about a target
audience. Some barriers may need policy and environmental approaches to
overcome, while others may need individual behavior change approaches.
At this point, answers to these questions are only educated guesses and
should be validated with the target audience during phase 2, formative research.
Stakeholders can bring insight to help answer these
questions, but their insight shouldn't substitute for hearing directly from the