Theoretical Foundations of the BDI Methodology

The BDI Methodology draws on existing research from across the behavioural sciences that has proven effective for resolving real-world problems. The core of the Methodology depends on Research Parameters, empirical constructs from existing literature in the following fields:

Psychology

Psychological theories regarding group processes, behaviour change, attitudinal change and engagement with different cultures provide structure and foundation for the Methodology. The Methodology includes relevant psychological variables that can be used to “diagnose” how audiences receive information, as well as psychological models that provide an evidence-based approach to behavioural and attitudinal change. Finally, psychological theories provide the framework for understanding how information is processed and delivered to maximise acceptance and uptake.

Operations Research & Systems Analysis

It is often not possible to devote the time or resources needed to provide a comprehensive portrait of a social system using field research alone. Instead, a new generation of systems modelling techniques have proven powerful in helping decision-makers to understand the interconnections and key leverage points in complex social systems. Specialised models based on System Dynamics Modelling, Cognitive Mapping, Multi-Criteria Decision Analysis and Bayesian Belief Networks are used for problem structuring and outcome evaluation within the BDI Methodology.

Marketing & Communication

Modern marketing theory has made significant advances in the understanding of consumer attitude formation and behaviour. However there are significant differences between advertising, primarily a one-to-one communication approach, and social change, which depends on group change processes. It is important to understand both approaches, and their divergences, as many of the shortcomings in social behaviour change campaigns can be traced to a conflation between approaches.

Economics

Economics provides a demonstrable and rigorous framework for understanding how incentives drive behaviour. Recent work in behavioural economics has broadened the field’s real-world foundation, producing models which can be both more accurate and more parsimonious. However, with its emphasis on individual choice-making, it is critical to consider insights from economics in the context of other pertinent fields.