What can go wrong if I do not analyse the problem?

You might have a pre-set target group and a predefined instrument (like an information campaign) that a funding body expects you to use. "If the only tool you have is a hammer, every problem looks like a nail".

This might not help to change behaviour because:

  • the targeted behaviour might not be clear ("save energy" vs. "switch off computer when not in use")
  • the targeted behaviour may not be controlled by your selected target group (i.e., you are targeting office employees but it is actually the IT department that decides when computers can be switched off)
  • lack of information may be only one of the barriers, and perhaps not the main one (environmental factors, like other people in the office, equipment designs or office work practices may be key in influencing behaviour)