Insight.
Understanding the underlying drivers of human behaviour.
Understanding the underlying drivers of human behaviour is key to crafting effective strategies, communications, services and interventions.
The following case study is a great example of this.
Case Study :
Behavioural Insight to Drive COVID-19 Testing Compliance.
Cheshire East Council (CEC).
Summary
This case study illustrates how SoMoCo employed in-depth behavioural research to double COVID-19 testing rates in Cheshire East.
By linking data sets and conducting detailed interviews, SoMoCo uncovered profound insights into the population's behaviour, resulting in a highly targeted and effective intervention strategy.
Context
During the COVID-19 pandemic, Local Authorities were tasked with community testing.
By July 2021, testing rates in Cheshire East had plateaued.
Although national government continued to drive the broad agenda, it was becoming increasingly apparent that a ‘one-size-fits-all’ approach, was failing to have the desired impact in this semi-rural area, necessitating a more tailored strategy.
Behavioural Analysis
SoMoCo linked multiple data sets to profile the population by test results and conducted interviews with frontline COVID-19 service providers.
A pandemic timeline was constructed, contextualising insights with social, environmental, and policy influences.
Using this comprehensive approach SoMoCo identified key opportunities to increase testing rates.
Strategy
We provided Cheshire East Council with a detailed segmentation of the population based on resistance levels and recommended targeted strategies for each group.
These strategies focused on increasing on-site LFT and PCR testing, especially in, low-compliance areas and key settings like schools.
Implementation
The tailored interventions were rolled out across Cheshire East, focusing on the areas and segments identified as having the highest potential for behavioural change.
The strategies included site-specific engagement initiatives designed to reduce resistance in problem areas (high poverty, low compliance) and increase testing rates across the county.
Results & Impact :
Reach
Doubled
On-site LFT and PCR tests
Result
Increased On-Site School Testing
from 100’s to 1000’s over 3 months
Impact
The behavioural insights and strategies were so effective that the report produced by SoMoCo was shared with the UK government, who used it as a planning tool during the Omicron wave.
Result
LFT tests 42 to 553 / week
Increase in high-poverty areas
Result
PCR tests 23 to 189
Increase
Legacy
UK Government
used SoMoCo Behavioural
Insight report
Legacy
Informing national strategy:
relevance on a national scale
Impact
This highlights the value and influence of SoMoCo’s work beyond the regional level, demonstrating relevance on a national scale.
Testimonial :
“I came to SoMoCo with what I deemed to be an almost impossible task, and they have helped our whole team, not only tangibly understand how to approach some of our challenges, but have also produced, what I would consider some of the best behavioural insights in the country.”
LUCIE ROBINSON, TTCE PROGRAMME MANAGER
