The Behavioral Insights Lab

We recognize the powerful influence of context on public health, and systematically identify the myriad direct and subliminal factors shaping people’s choices and health outcomes. These insights empower decision-makers – within governments, multilateral institutions, and civil society organizations –  globally to implement communication programs and policies that effectively promote healthy behaviors. 

We draw from diverse social science disciplines, including social psychology, behavioral economics, health communication, medical anthropology, and demography, to guide, monitor, and evaluate communication investments and media policies that advocate for health policies and shape social norms and behaviors on critical public health issues. We employ various methodologies, such as formative exploratory studies, message testing research, population surveys, media monitoring and analysis, cost-effectiveness analysis, and randomized controlled trials. 

Our foundational approach integrates the latest scientific findings, technological advancements, including AI-powered tools, and deep local knowledge cultivated through global partnerships with universities, research agencies, and public health institutions. As part of the Policy Advocacy and Communication division at Vital Strategies, our team of over 70 professionals, located in more than XX countries, is trusted by local governments and public health leaders. This approach allows us to provide behavioral insights and evaluations that are trusted, scientific, independent, and scalable for impact. 

1. Unmatched Expertise Powered by Technological Advances
Our team leverages deep expertise in social and behavioral sciences, enhanced by cutting-edge technological (AI) tools. This combination allows us to quickly produce reliable, trusted, and actionable behavioral insights that drive impactful results.

2. Bridging the “Know-Do” Gap 
We excel in translating knowledge into action. As part of the Policy Advocacy and Communication division at Vital Strategies, our team of over 70 professionals, located in more than XX countries, is trusted by local governments and public health leaders. This enables us to ensure that insights reach policymakers and are seamlessly integrated into effective programs and policies.

3. Strong Local Presence in over XX countries
Our extensive local presence, with staff in 50countries and a robust network of partnerships with public institutions and research agencies, ensures that our solutions are contextually relevant and effectively implemented on the ground. 

1. Behavioral Framework Development

We draw from the latest in the behavioral sciences to create customized frameworks and theories of change that explain how desired changes can occur. These frameworks underpin the development of MEL plans and guide effective program implementation to ensure the delivery of measurable outcomes. 

2. Comprehensive Behavioral Insights and Analysis

We conduct systematic literature reviews of existing scholarly works on specific behavioral topics. Our team synthesizes key findings, identifies trends, and extracts actionable insights from both academic and “gray” literature to inform policy and program design. 

3. Public Opinion Surveys

We conduct population-representative surveys, using methods that are tailored to context (household, telephone, online) to gauge public attitudes, beliefs, and behaviors, providing valuable insights to inform policy and program decisions. 

4. Message Testing

We use a proprietary message testing protocol, initially developed with Cancer Council Victoria for tobacco control campaigns. This protocol has since been adapted to address various public health issues, including reducing tobacco and alcohol use, improving diets and road safety, and increasing facility-based births. It reliably identifies messages that educate and motivate action. Our message testing can be conducted in person or online. We also employ randomized-controlled trials, as appropriate, for identifying effective communication materials. 

5. Digital Media Monitoring and Reporting

We conduct comprehensive digital media monitoring and reporting to analyze the information in digital media – online news or social media — influencing both the public and policymakers. Our services identify emerging trends, potential threats, and key narratives, enabling proactive and informed decision-making. 

6. Monitoring, Evaluation (including cost-effectiveness analysis) and Learning

We conduct comprehensive, scientific monitoring and evaluation studies using primarily quantitative designs, including population-level pre-post surveys, to assess intervention outcomes and cost-effectiveness. We disseminate our findings through various formats, including academic papers, case studies, reports, and podcasts, to facilitate learning and knowledge sharing. We are proud to have published XX peer reviewed papers to date. 

7. Capacity Building and Training

We design and deliver tailored training programs, workshops, and materials. Our offerings include detailed explainers and “How-to” guides, equipping stakeholders with the knowledge and skills to effectively leverage behavioral insights. 

Our insights have informed over 750 campaigns and policies across 140 countries—supporting fiscal reforms, labeling laws, and digital-marketing regulations that improve health outcomes. Collaborations include national ministries of health, public health universities, the World Health Organization, World Bank.

Explore our publications, dashboards, and peer-reviewed papers that demonstrate how behavioral evidence translates into measurable change: 

• Resource 1
• Resource 2
• Resource 3