I led UK Government Defra’s work on behaviour change for sustainable living, which took a social science-based approach that is applicable for reducing demand for wildlife crime products. I worked extensively within Government departments on policy-mapping, using the 4Es methodology, asking what policies Encourage, Enable, Engage or Exemplify the desired change. I also developed a population segmentation model, using questionnaires, focus groups and interviews to better understand peoples’ motivations to want and to buy certain products. Once the segmentation is developed on peoples’ motivations, targeted interventions can be developed to influence change within each segment.
Language Proficiency: English (mother tongue); French (good).
Expertise: Applied Behavioral Theory, Community Engagement, Social Science Research