Behavioural Mapping

Diagnosing barriers and pathways to change.

From understanding what people do to understanding why they do it and what needs to change.​

Drawing on behavioural science and human-centred design, we at ICMR maps decision journeys and identifies the behavioural, social and environmental factors influencing behaviour. We diagnose barriers and enablers and develop a clear Theory of Change linking the behaviours we want to influence with the outcomes we want to achieve.​

Our approach helps organisations move from broad problems to clearly defined behavioural challenges and identifies where intervention can have the greatest impact.​

How we can help:

• Map how people move through decisions and services using behavioural journey mapping. ​
• Diagnose the behavioural barriers and enablers influencing key decisions and actions. ​
• Identify critical points of friction and opportunities for behavioural intervention. ​
• Develop a Theory of Change (ToC) connecting interventions, behavioural changes and intended outcomes. ​
• Apply behavioural frameworks to answer practical questions: Can they? Do they want to? Is it easy? Will they act now?​

Intervention Strategy & Execution

Designing and testing interventions that work in the real world.

Once the behavioural challenge is understood, we help organisations turn behavioural insights into practical solutions.​

ICMR draws on established behavioural science frameworks, evidence and design principles to develop interventions that address identified barriers and enable desired behaviours. Our approach is tailored to the behavioural challenge and context, rather than applying a one-size-fits-all solution.​

We work with partners to prototype and refine solutions before moving towards formal evaluation and wider implementation.​

How we can help:

• Translate behavioural diagnoses into practical intervention strategies and solutions. ​
• Apply appropriate behavioural frameworks and design principles to intervention development. ​
• Design behaviourally informed products, services, communications, policies and choice environments. ​
• Develop and test prototypes in real-world or simulated settings. ​
• Refine interventions based on early learning and user feedback before formal evaluation.​

Impact Evaluation & Assessment

Good interventions should be tested, not assumed.

ICMR helps organisations determine whether programmes, policies and behavioural interventions are achieving their intended outcomes and, where possible, whether observed changes can be attributed to the intervention itself.​

We design rigorous evaluations using methods appropriate to the intervention and implementation context, including randomised controlled trials (RCTs), quasi-experimental approaches, and pre-and post-intervention assessments. This generates credible evidence on what works, for whom, and under what conditions.​

The findings can support programme improvement, accountability and informed decisions about whether an intervention should be adapted, expanded or scaled.​

How we can help:

• Develop evaluation frameworks and identify appropriate outcomes, indicators and measures. ​
• Measure changes in knowledge, attitudes and behaviours before and after interventions. ​
• Establish causal impact through randomised controlled trials(RCTs) where appropriate. ​
• Apply quasi-experimental approaches such as pre-post evaluationor simple difference, where randomisation is impractical. ​
• Analyse implementation and outcome data to understand what worked, for whom and under what conditions. ​
• Generate evidence to inform programme refinement and future scaling.​

Capacity Building & Institutionalisation

Building the capability to sustain impact.

Long-term impact requires more than a successful project. It requires organisations to develop the people, tools and systems needed to apply evidence themselves.​

ICMR helps organisations strengthen their internal behavioural science, research and evaluation capabilities through practical training, tools, playbooks and knowledge transfer. Rather than creating dependency on external expertise, our approach is designed to build institutional capability that can continue beyond an individual engagement.​

How we can help:

• Build practical behavioural science and evaluation skills through training and hands-on learning. ​
• Develop tools, frameworks and playbooks that teams can apply independently. ​
• Strengthen internal research, behavioural diagnosis and experimentation capabilities. ​
• Transfer knowledge through coaching, mentoring and collaborative implementation. ​
• Support organisations in embedding evidence-based approaches into existing teams, processes and ways of working.​

Evidence into Practice

Turning evidence into action and lasting change.

Evidence creates value when it changes what organisations do.​

ICMR helps organisations translate research and evaluation findings into practical decisions, policies and implementation strategies. We work with partners to determine how successful approaches can be adapted, scaled and integrated into policy or institutional practice, while continuing to learn from implementation.​

This closes the impact loop, ensuring that evidence from one intervention informs not only what happens next, but how future programmes and policies are designed.​

How we can help:

• Translate research and evaluation findings into practical recommendations and implementation strategies. ​
• Identify opportunities to scale and adapt effective interventions across different populations or contexts. ​
• Support the integration of behavioural evidence into policy, programmes and institutional processes. ​
• Facilitate engagement with policymakers, implementers and other stakeholders to support evidence uptake. ​
• Establish mechanisms for continuous learning, allowing programmes to evolve as new evidence emerges.​