Behavioural Insight, Research & Design
Understanding behaviours, motivations, & barriers, to create lasting change.
We help you to understand why people do what they do, and provide actionable insights that can be applied in practice to inform solutions. We help our clients turn behavioural insights, into behaviour change. At ICE, we combine the latest research techniques and behavioural science with human-centred design to turn deep understanding into practical action. Our work reveals the real drivers behind behaviour and translates them into insight-led solutions that improve lives, strengthen systems, and inspire positive change.
Our ICE Approach
Insight & Understand
We explore the motivations, mindsets and barriers behind behaviour. Using behavioural research, ethnography and lived-experience engagement, we uncover what truly shapes people’s actions and decisions in context.
Co-Design & Create
Through human-centred design, we work with communities, partners and professionals to turn insight into ideas, interventions and services that fit real lives. Together, we co-create solutions that are relevant, inclusive and deliver measurable impact.
Embed & Activate
We help you test, learn and refine. By embedding behavioural principles and design thinking into practice, policy and service delivery, insight becomes a catalyst for continuous learning and sustainable change.
Qualitative & Quantitative Behavioural Research
Effective solutions start with understanding people. Using qualitative and quantitative research methods, from focus groups, interviews, and place-based events to digital tools and AI-driven analytics, we uncover the why behind human behaviour.
Whether addressing obesity, smoking, or low vaccine uptake, or supporting health systems and organisations under pressure, we explore cultural norms, deep-rooted beliefs, daily challenges, and unmet needs to inform the design of people-centred, behaviourally informed solutions that create lasting impact.
Community Consultation & Co-design for Behaviour Change
We meet people where they are, in food banks, places of worship, healthcare settings, and community hubs, to make our research, engagement, and behaviour change programmes genuinely accessible, inclusive, and community-led.
We believe that real change happens when services listen to and work alongside the people they support. Too often, the voices of disadvantaged or underrepresented communities go unheard, and we’re committed to changing that.
Through community outreach, consultation, and co-design, we bridge the gap between communities and decision-makers, ensuring that everyone has a voice in shaping the solutions that affect their lives. Together, we co-create strategies and interventions that drive equity, empowerment, and lasting behaviour change.
Human-Centred Design
Insight creates impact when it is translated into solutions that work in real lives and real systems. Our human-centred design approach turns behavioural insight into practical, people-centred interventions that are usable, inclusive and sustainable.
Working alongside communities, frontline teams and system leaders, we co-create solutions with people rather than designing for them. Using tools such as journey mapping, problem framing, rapid prototyping and concept testing, we explore lived experience, identify friction points and shape ideas that respond to real needs and constraints.
Our design thinking ensures solutions are desirable for people, feasible for organisations and viable at scale, supporting lasting behaviour change and meaningful improvement.
Evaluation, Testing & Piloting Behavioural Interventions
We design and deliver evaluation, testing, and piloting programmes that identify what works, what doesn’t, and how to create meaningful, measurable improvement. Using an insight-led, behavioural design approach, we apply the latest behavioural science principles to ensure every intervention is grounded in real human behaviour.
Our process combines behavioural insight, logic model development, and theories of change to guide strategy and decision-making. From small-scale pilots to full implementation, we test, evaluate, and refine interventions to maximise their impact, scalability, and sustainability.
Behavioural Insight, Research & Design FAQs
We use a mix of qualitative and quantitative methods, from interviews and focus groups to digital tools and AI-driven analytics, to uncover what drives behaviour and turn that into practical, people-centred solutions.
We work in trusted community settings and co-design with local people, then test, evaluate and refine interventions using behavioural principles, logic models and theories of change to show what works and how to scale it.
