• We translate human behavior so that you can achieve more with less.


    Our Approach

BehaviorSMART™ means being realistic about how people really think, decide and act in order to design optimal and effective business, sustainability and learning solutions.

Our Services

Business Tactics

Commercial and sustainability tactics that help individual tourism operators and service providers to align product design, pricing, communications, and operations with the likely behavioral patterns of their clients.

Destination Management

Solutions that optimize destination management efforts by activating behavioral thinking across the different strategic areas of destination leadership, including promotional efforts.

Footprint Management

Approaches to the proactive setting of desired behavioral norms for both travelers and locally operating service providers to optimize the footprint of tourism and minimize the possibility for unsustainable acts.

Policy Refinement

Policy adjustments, which facilitate the transition towards desired behavioral norms among destination stakeholders (including travelers), or which can enhance other sustainability interventions through formal behavioral incentives or barriers.

ReDesign

Incorporating behavior-smart design to new projects for physical infrastructure or intangible solutions from the early ideation stage throughout the execution cycle.

The BehaviorSMART™ approach

Step 1

1. Solve

Step 2

2. Model

Step 3

3. Activate

Step 4

4. Result

Step 5

5. Transition

For more ideas on how behavioral optimization can help you, explore the more detailed examples in the Services section.

Regardless of the scope and scale of the problem we are solving behavioral optimization requires careful tailoring with smart consideration of contextual and individual specifics. To ensure that we optimize the understanding and tackling of every project, we apply our specialized proprietary BehaviorSMART methodology that involves five steps for understanding the problem we need to Solve, through identifying the specific behavioral forces that Model the challenge, through exploring a wide variety of solutions that can help Activate the desired behavioral change, through analysis of the options that Result in the pursued outcomes, and to the execution of steps that help Transition to the desired state.

1. Solve

What are we trying to SOLVE?

The first step of the process is to clearly formulate the problem at hand and the desired state that we want to reach.

Guests forget to wear their masks when they walk into a closed attraction thus risking the health of their guide.

2. Model

What incentives and barriers MODEL the problem?

The second step of the process is to identify the exact behavioral mechanisms that encourage undesired behavior and/or suppress the desired behavior.

The analysis finds that there are two reasons guests do not wear their masks. First, they forget to put them on when they walk in as they are much more focused on the site they are visiting and consider that a small insignificant detail. Second, even if they remember at some point, they see that the rest of the group does not have their masks on and proceed without a mask.

3. Activate

How can we ACTIVATE a transition to a new journey that leads to the desired outcomes?

The third step of the process is about generating a set of possible behavioral mechanisms that can be applied to achieve the desired behavioral change.

Among the ways to minimize the likelihood that guests will forget is to incorporate reminders at the appropriate moments or to increase the importance of wearing a mask. The first can be done with special signs, with audio reminders or with verbal reminders by the guide but a careful analysis reveals that signs and audio reminders cannot be installed at historical sites as this is technologically impossible. Guides are focused on many of their other responsibilities so they cannot remind about masks. Therefore the most relevant approach seems to be to increase the importance of masks by adding personal information about the guide and his family and linking mask to their safety.

4. Result

Which approaches RESULT in the desired change?

The fourth step of the process is to test the selected solutions in the specific context to confirm their potency in addressing the targeted challenge.

The identified solution is tested with three different groups and shows that at the beginning the group remembers to put the mask on but that later in the day as the information about the guide’s family fades, they forget. An additional intervention that is identified to help sustain the effect is to assign one or two guests as responsible for mask reminders, which ensures that the majority will put them on and will create social pressure for the rest. Follow on tests confirm that the mix of these interventions secures long-term results.

5. Transition

What are the exact steps that will help TRANSITION to the behaviorally-optimised state?

The fifth final step of the process involves outlining the action steps towards applying the new behavioral journey design in order to reach the desired behavioral optimization.

The roll out phase involves the outlining of specific steps towards the changed processes, including planning the exact moment and format of communicating personal information about the guide, linking that to mask wearing, assigning responsible guests and monitoring results.