Chapter 1: Understanding Target Behaviors

Are you looking to influence how people act? Whether you're involved in marketing, experience design, or behavioral research, understanding what actions you want individuals to take is crucial. These desired actions are referred to as target behaviors, and their clarity is essential for crafting effective solutions. The more precise you can be, the better your chances of success.

Creating well-defined target behavior statements can be challenging, even for seasoned professionals, and vague statements can hinder progress significantly. Below is a straightforward method to articulate specific and actionable target behaviors.

Examples of Effective Target Behavior Statements

1. Goal: Encourage customers to conserve water and protect the environment.
   • Common but vague statement:
     • ❌ Be environmentally friendly.
   • Improved statement:
     • ✅ Reuse your towels [specific behavior] during your hotel stay [when and where].
2. Goal: Ensure people are prepared for fire emergencies by having functional smoke alarms.
   • Vague target behavior:
     • ❌ Check smoke alarms to ensure they’re operational.
   • Enhanced statement:
     • ✅ Change smoke alarm batteries [specific behavior] every six months [when and where].
3. Goal: Increase user engagement with our app.
   • Typical target behavior:
     • ❌ Increase time spent on our app.
   • Refined statement:
     • ✅ Open our app [specific behavior] every weekday during their lunch break [when and where].

Common Pitfalls in Defining Target Behaviors

One frequent mistake in crafting target behaviors is confusing outcomes with the actual behaviors. For instance:

• ❌ We sell 25% more clothing this year. (This is an outcome.)
• ❌ The customer buys 10 more clothing items this year. (This is also an outcome.)

To avoid this confusion, take a step back and consider which behaviors must occur to achieve the desired outcomes.

Target Behaviors: Key Takeaways

Defining target behaviors is a fundamental aspect of applying behavioral science to enhance customer experiences. To change behavior effectively, you need to:

• Clarify your primary objective.
• Consider several factors:
  • Which users should be targeted for which specific behaviors?
  • Who will perform the target behaviors, and who will support them?
  • What are the current behaviors, and what hinders the desired actions?
  • What are the environmental and social contexts influencing these behaviors?

By addressing these questions, you can create a robust framework for influencing customer behavior.

Chapter 2: Further Insights into Changing Behavior

In this video, titled "What Makes a Seed & Series A Startup Worth Investing In? | Andrew Beebe, Obvious Ventures," Andrew Beebe explores the critical factors that make startups attractive to investors. He shares insights on identifying promising ventures and understanding market dynamics.

The next video, "How to Beat Knowledge Matters Retail Final Simulation in One Hour!" provides strategies for effectively navigating retail simulations, emphasizing quick decision-making and strategic planning.