Scoping Studies for a Government Department

Over the years, since 2010, Baines Associates has conducted a number of studies for UK and other government departments to evaluate how marketing communications theory and techniques might be used as a means to influence target audiences, including in counter-terrorism, counter-insurgency, counter-propaganda, security and online influence settings. These studies have used a combination of rapid evidence reviewing, depth interviewing of subject matter experts and practitioner workshops, to produce comprehensive reports and presentations outlining how particular communicational appeals might be used, under what circumstances they are likely to be the most effective and persuasive, and with which target audiences and segments. We focused in particular on how psychological dimensions of communication science could best be leveraged to enable more effective future behavioural interventions.