Practitioner engagement with communication and behavioural science research

Considerable research has yielded valuable knowledge regarding the psychology of climate change mitigation behaviour, and campaign media effects, however effective campaign application of this knowledge rests with practitioners. The synthesis of research from these complex fields into guidance material for practitioners typically results in generalised advice that fails to highlight differences in the factors influencing different behaviours across various audiences. This study, therefore, examined practitioners’ perceptions of, and engagement with, campaign guidance material and other sources of research knowledge, as well as practitioners’ campaign design and evaluation processes. Interviews were conducted with Melbourne-based practitioners from ten organisations drawn from local and state governments, local community groups, and state and national nongovernment organisations. A series of issues were identified, both within the research itself and associated with organisational and practitioner characteristics, that limited research access and application. Several coping mechanisms were also identified that assisted practitioners to overcome some limiting factors.