NSMC tool to identify competing behaviours

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Tool to help you consider what other behaviours may be competing for the time and attention of the target audience and where the competition is coming from. © National Social Marketing Centre (NSMC)
Toolkit - NSMC tool to identify competing behaviours
Language: EN - English

COMPETITION ANALYSIS

Purpose

To help you consider what other behaviours may be competing for the time and attention of the audience and where the competition is coming from.

How to use or apply

Competitor analysis requires that all actual and potential competitors are identified, the nature of the competition is assessed and strategies are developed for dealing with each type of competition.

This may involve a brain-storming session with your team and other stakeholders; a search of secondary sources and/or the collection of primary data. Use the table below as a checklist or prompt when considering what competing factors exist.

Identify the actual and potential competition.

List all of the competing forces that may stop your target audience from adopting the behaviour(s) that you want them to. The nature of competition will differ according to the specific intervention aim. For example, an anti-smoking intervention will have to compete with the considerable power of the tobacco companies.

Source(s)/Reference(s)