Using immersion research and people-driven design to improve behavior change programs

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges.

Introduction

Behavior change, especially in relation to nutrition, health, and hygiene, is a key outcome for many international development programs. However, for decades, demonstration of genuine, positive wide-scale sustainable behavior change resulting from such programs remains rare. Social and behavior change communication has dominated so people often know what is a good diet and what is healthy and hygienic but they do not put this knowledge into practice. Conventional research, such as focus group discussions and interviews, fails to sufficiently understand people's complex and changing realities which help and hinder their behavior change. Furthermore, behavior change program designers have become...

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