Behaviour Change

Smart Recovery

Brand Health & Community Sentiment​

Project Challenge​

SMART Recovery is an evidence-led recovery method underpinned by Cognitive Behavioural Therapy that has operated in Australia for over 20 years. Having historically reached people through partner organisations, health professional referrals and settings such as prisons, it holds a relatively low community brand presence.​

To become the leading peer-led recovery movement in Australia, SMART commissioned a community survey to:​

• Build an evidence base to support decision-making and brand strategy. ​
• Benchmark brand health and current versus ideal positioning.​
• Measure community awareness, attitudes and stigma towards addiction.​

Our Approach​

A staged program building to the Community Survey:​

• Project Establishment - agreeing objectives, methodology, sampling frame and questionnaire.​
• Strategy Logic - a workshop defining success and the architecture guiding the study.​
• Rapid Review - synthesising SMART and public evidence on addiction, stigma and help-seeking.​
• Community Survey - a national online survey of n=1,200 (n=1,000 general public + n=200 booster) measuring awareness, perceptions and stigma.​
• Analysis & reporting - draft and final report and presentation​

Outcome & Impact​

The study will give SMART Recovery a robust baseline of community awareness, perceptions and stigma to underpin brand and other strategies. ​

It will identify the precursors needed to shift attitudes towards addiction and help-seeking and set a benchmark against which future awareness and behaviour change activity will be measured.​

Findings will be delivered with strategic recommendations and a workshop for the SMART team.​

Energy Safe Victoria

Stakeholder Insights Research

Project Challenge

Energy Safe Victoria is the state’s safety regulator for electricity, gas and pipelines. In 2025–26 it is implementing a new approach to stakeholder insights, targeting the public and the Victorian community to monitor its effectiveness as a regulator and measure its reputation.

To inform its public commitments and strategy, Energy Safe commissioned a stakeholder insights program to:

• Monitor perceptions of Energy Safe’s effectiveness as a regulator and measure reputation.
• Increase awareness, trust and confidence in Energy Safe.
• Increase community understanding of energy safety risks at home.

Our Approach

An iterative seven-stage triangulated program:

• Project Establishment & Survey Logic - agreeing timelines, comparability, risk management and question areas.
• Qualitative Research - 5 focus groups with a topline debrief to inform question development.
• Questionnaire Development - collaborative, engaging and aligned to objectives.
• Testing - cognitive and pilot testing to optimise the questionnaire.
• Fieldwork - n=2,000 15-minute online surveys.
• Integrated Analysis & Reporting - rigorous cleaning, dashboards and reports.
• Workshops & Presentations - embedding insights and supporting strategy.

Outcome & Impact

The study will give Energy Safe Victoria a robust baseline of community awareness, trust and confidence to monitor its effectiveness and reputation as a regulator.

It will identify the engagement and communications strategies needed to increase awareness, trust and confidence and to improve understanding of energy safety risks at home.

Findings will be delivered with strategic recommendations and a workshop for the Energy Safe team.

Australian Services Union

Member Experiences of Racial Discrimination

Project Challenge

The Australian Services Union (ASU) is one of Australia’s largest unions, with around 135,000 members across local government, community services, energy, water, transport and clerical and administrative work. In line with the Australian Human Rights Commission, the ASU wants to understand the racial discrimination its members experience in the workplace.

To provide evidence-based direction for strategies that address racial discrimination, the ASU commissioned research to:

• Measure the levels and types of racial discrimination members experience.
• Bring members’ human stories to life beyond the numbers.
• Engage members in shaping prevention and support strategies.

Our Approach

A four-stage program embedding a behavioural lens:

• Project Establishment & Survey Logic - agreeing objectives, methodology and a guiding architecture for the research.
• Qualitative Research - n=12 90-minute in-depth interviews with members who have experienced or witnessed racial discrimination.
• Quantitative Survey - a 15-minute online survey of n=1,500-3,000 members measuring incidence, type and impact.
• Presentation & Report - integrated reporting and a strategic workshop with evidence-based recommendations.

Outcome & Impact

The study will give the ASU a robust evidence base on the levels, types and impact of racial discrimination its members experience at work.

It will identify the precursors needed to shift workplace behaviour and set a benchmark against which future prevention, support and behaviour change activity will be measured.

Findings will be delivered with recommendations and a strategic workshop for the ASU team.

Our Watch

New Campaign Development Research

Project Challenge

Our Watch required research to build an in-depth understanding of Australians' knowledge, attitudes, beliefs, experiences, and actions in relation to gender equality, and the inter-relationships between these variables.

This was to inform a gender equality campaign, with objectives to communicate the importance of gender equality and motivate positive actions.

In a previous with the Behaviour Change Collaborative Lonergan’s behavioural strategist Joan Young designed, led and implemented a four-stage developmental research project to inform the development of a communications strategy to support gender equality

Approach

The project began with a Communications Logic phase, including an inception meeting, document review, and workshop. This produced a research plan outlining data collection and management, including survey design.

The qualitative stage included 24 in-depth 90-minute interviews and two two-hour focus groups.. This was followed by a comprehensive 15-minute only survey with n=1,500 adults to measure the prevalence of knowledge, attitudes and behaviours identified in the qualitative stage.

Findings were synthesised into an integrated report and presentation, providing insights and recommendations for campaign development and future research.

Outcome

The research found an opportunity to engage the community in reducing violence against women by supporting gender equality. It identified:

• Four motivational segments based on beliefs about gender inequality, and the different messages needed to influence each group
• People are more likely to act when they know what to do, how to do it safely and effectively, feel supported and permitted, and believe their actions will help reduce violence against women

Results provided clear direction to inform the development of a communications strategy to support gender equality

Department of Climate Change, Energy, the Enviornment and Water

Energy Rating Label Research

Client Challenge

DCCEEW needed robust research to improve Australia’s Energy Rating Labels (ERL) and increase uptake of energy‑efficient products. This required understanding how consumers use ERLs in purchase decisions, what limits their impact, and how labels could more effectively communicate value.

The project also required developing and refining a set of alternative ERL’s based on international and best practice for further testing.

The challenge also included identifying how to engage different consumer groups and better align energy efficiency with key purchase drivers such as cost, functionality and convenience.

Lonergan’s Behavioural Strategist Joan Young designed and led this project in her previous role with Arcadia Social Research.

Approach

A streamlined, multi-stage program combined:

• Scoping and Strategy Logic to define objectives
• Review and design of improved ERL concepts
• Developmental qualitative research (focus groups and interviews across Australia and New Zealand)
• Qualitative testing of refined concepts
• Online Choice Experiment with over 5000 Trans Tasman consumers
• Integrated reporting with recommendations

Outcome

The research showed consumers at different behavioural stages need tailored messaging. While ERLs are widely recognised, their use is limited by low awareness of benefits, lack of cost and environmental information, and limited visibility online. Purchase decisions are often driven by price, brand and features.

Testing found that enhanced ERLs-featuring clearer design, a green visual cue, and visible energy cost savings across online and in-store channels-improve understanding and support informed choices. The project recommended redesigning ERLs and supporting them with a comprehensive social marketing program including regulation, communication, education and incentives to increase uptake of energy‑efficient products

Queen Rania Foundation

Parental behaviour in the early years

Client challenge 

The Queen Rania Foundation needed evidence-based communications to encourage parents and grandparents in Jordan to engage in early childhood learning behaviours (reading, talking, playing, singing).

The challenge was to identify what messaging, visuals and language would resonate across diverse audiences, child age groups and behavioural stages.

Lonergan’s behavioural strategist Joan Young designed and led this project in her previous role with the Behaviour Change Collaborative.

Approach

Five-stage program:

• Stage 1 – Scope: Inception, immersion and design to define goals and strategy
• Stage 2 – Developmental research: 24 x 90-min IDIs to identify behavioural drivers, segment audiences and shape messaging
• Stage 3 – Message development: 11 communications (visuals, voice-overs, CTAs, taglines) tailored by child age, parent type and behavioural stage
• Stage 4 – Testing research: 8 x 2-hr focus groups and 5 IDIs to refine communications
• Stage 5 – Report: Report, message guide, recommendations and webinar

Outcome

The research identified how to optimise tone, framing and format to drive behaviour change. Effective communications:

• Use positive, factual and emotional appeals linked to parents’ aspirations
• Model simple, everyday behaviours in relatable settings
• Show parent–child interactions to build confidence and social approval
• Use short, engaging formats with clear benefits and realistic child responses

Overall, practical and relatable messages that reinforce both emotional and learning benefits are most effective in increasing early childhood engagement behaviours.

Safe Work Australia

Australian workers’ understanding of workers’ Compensation systems & their communications preferences

Client challenge

Safe Work Australia required an evidence base to understand how workers access, understand and engage with information on workers’ compensation and return to work.

The challenge was to identify effective national messaging, improve communication across diverse audiences (including CALD, Aboriginal and Torres Strait Islander, regional and youth groups), and address barriers to engagement.

Lonergan’s behavioural strategist Joan Young designed and led this project in her previous role with the Behaviour Change Collaborative.

Approach

A three-stage mixed-methods program:

• Comprehensive review (literature, website audit, stakeholder interviews) to inform research design
• Qualitative research (focus groups) with injured and non-claiming workers across cohorts and locations
• Quantitative survey (n=1,084) to validate findings and establish a baseline for future tracking

Outcome

The research found low understanding and limited engagement with workers’ compensation, with many workers feeling uninformed and only seeking information after injury. Four behavioural segments emerged, showing attitudes and behaviours drive information needs more than demographics.

Recommendations drew on the COM-B model to increase Opportunity by improving access to timely, relevant information and equipping workers with the capability and motivation to navigate the system. A set of national communication principles and strategies was developed to increase understanding and support better return-to-work outcomes

Australian Taxation Office

Influencing individuals to correctly claim work related expenses

Client challenge

The ATO required research to understand how individuals claim Work-Related Expenses (WRE), including behaviours, drivers, barriers and decision-making.

The goal was to identify psychographic segments and improve communications, products and interventions to increase accurate and compliant claiming.

Lonergan’s Behavioural Strategist Joan Young designed and led this project in her previous role with Arcadia Social Research.

Approach

A three-stage developmental research program:

• Scoping (inception, strategy logic workshop, rapid review) to define objectives and design
• Qualitative research (39 in-depth interviews, 12 focus groups; n=120) across diverse segments, including compliant and non-compliant claimers
• Behavioural diagnosis using the COM-B model to identify capabilities, opportunities and motivations, supported by segmentation and stakeholder workshops
• Integrated reporting with strategy logic and recommendations

Outcome

The research identified key drivers and barriers influencing WRE claiming and segmented individuals based on attitudes, beliefs and behaviours.

Drawing on an adapted Transtheoretical Model of Behaviour Change it found people move through five behavioural stages, each requiring different interventions to shift toward correct claiming.

The project provided the ATO with targeted communication, product and intervention strategies for each segment, along with a strengthened evidence base to improve compliance and accuracy in WRE claims

Breast Screen NSW

Machine Reading Evaluation Exploratory Research

Client challenge

BreastScreen NSW (BSNSW) required research to understand client and radiologist perspectives on introducing Machine Reading Technology (MRT) in breast screening.

This included awareness, perceived benefits and risks, impact on screening participation, workforce implications, and communication needs to support implementation.

Lonergan’s Behavioural Strategist Joan Young designed and led this project in her previous role with Arcadia Social Research.

Approach

Two-stream qualitative research:

• Clients: six focus groups and 21 in-depth interviews across age groups, locations and socio-economic backgrounds (current, lapsed and potential participants)
• Radiologists: 11 in-depth interviews
• Research guided by behavioural frameworks, with a Communications Logic and theory of change developed during scoping

Outcome

Clients had low initial awareness of MRT but responded positively when it was explained as supporting-not replacing-radiologists, with minimal impact on screening intentions. MRT presents an opportunity to strengthen engagement through clear, targeted communications.

Radiologists were cautiously optimistic, noting both benefits and concerns. Endorsement by trusted stakeholders was influential.

The research delivered messaging and communication strategies to support adoption and was used to inform implementation and sector presentations

Emergency Services Agency

Community research and Firefighter Campaign Developmental Research

Client Challenge

ACT Emergency Services Agency (ESA) required research to inform community education and communications to improve fire safety behaviours, preparedness, and awareness, including when to call 000. It also required a study to increase the proportion of female firefighter applicants.

In her roles with Colmar Brunton and Arcadia Social Research Joan Young designed, led and implemented this research.

Approach

A multi-component research program:

• Community baseline survey (n=409) to establish knowledge, attitudes and behaviours.
• Developmental qualitative research (interviews and focus group) with current and potential female firefighters to identify drivers, barriers and messaging strategies.
• Benchmark survey (n=415) to track changes over time and inform ongoing strategy.

Outcome

The research informed ACT ESA’s long-term communications strategy and enabled tracking of community behaviour change over time.

For recruitment, women were segmented by motivation, with tailored messaging addressing key barriers. Recommendations included improving the application process, introducing a CRM approach, and experiential initiatives such as open station events.

Implementation led to a highly successful “Be a Firefighter” campaign, increasing female applicants by 500% and also boosting male applications.