From diagnosis to design: the power of the Behaviour Change Wheel

The Behaviour Change Wheel (BCW) is often misunderstood as a prescriptive framework that dictates specific interventions to solve behavioural problems. However, its primary function is to diagnose and describe the complex factors that influence behaviour change. Understanding these nuances can help us unlock the BCW's full potential as a systematic, descriptive tool for analysing and designing interventions.

The core function and integration of the COM-B model

At its core, the BCW is designed to characterize behaviour change interventions by identifying the factors that must be considered to influence behaviour effectively. It integrates the COM-B model, which emphasizes Capability, Opportunity, and Motivation as the core drivers of behaviour. These three factors help practitioners systematically analyse what drives a specific behaviour and what needs to be changed for the intervention to be successful.

The BCW serves both diagnostic and prescriptive functions simultaneously. The COM-B model, central to the BCW, diagnoses the determinants of behaviour by focusing on Capability, Opportunity, and Motivation. Once this diagnostic phase is complete, the BCW guides the selection of appropriate interventions based on these insights.

Using the COM-B model within the BCW, the initial focus should always be on analysing and characterizing the behaviour within its context—before intervention design begins. It is a flexible framework that helps identify the mechanisms behind behaviour change, offering guidance on potential intervention strategies based on a comprehensive understanding of the context.

Flexibility in intervention design

Through this process, the BCW illuminates why a particular behavior is or is not happening and maps out where interventions may be needed. These could involve increasing capability (through education), expanding opportunity (through environmental or social changes), or enhancing motivation (through incentives or habit formation).

The BCW does not prescribe solutions in a rigid, one-size-fits-all manner. Instead, it offers a flexible structure for designing interventions tailored to the context of the behaviour. For example, improving psychological capability through education may be effective in one scenario, while environmental restructuring or incentives might be more appropriate in another.

The BCW allows users to explore a wide range of intervention functions—such as education, incentivization, persuasion, or training—and choose the most appropriate based on the behaviour being analysed. Rather than dictating a fixed set of interventions, it helps tailor solutions based on the specifics of the behaviour and the surrounding context.

Avoiding common misinterpretations and pitfalls

Another common misinterpretation of the BCW is viewing it as a rigid framework with fixed solutions for all behavioural problems. This perspective risks stifling the framework’s true value—its flexibility and adaptability to different settings. The BCW is best understood as a guide that highlights the range of possible intervention functions and policy categories, but not in a prescriptive way.

To use the BCW effectively, it is crucial to avoid several pitfalls:

1. Overlooking contextual adaptation: Applying the BCW without fully understanding the target population and its unique context may result in interventions that are irrelevant or ineffective.

2. Dismissing the BCW as too simplistic: Some may dismiss the BCW because they believe it cannot handle the complexity of real-world behavior change challenges. However, this view overlooks the BCW’s capacity to accommodate complexity by mapping out multiple pathways for intervention.

3. Neglecting the broader change process: The BCW is not only a tool for designing interventions but also a framework for understanding the full behaviour change process—from diagnosis to design to evaluation.

4. Poorly tailored interventions: Using the BCW prescriptively might lead to interventions that do not suit the population or context at hand.

In short…

Behaviour Change Wheel is not a prescriptive framework but a flexible, diagnostic tool that provides the foundation for understanding and addressing behaviour change systematically. By fully appreciating its role in analysing the factors influencing behaviour and its capacity to guide intervention design, we can use it to create more contextually relevant and effective behaviour change interventions.

When used correctly, the BCW, becomes a powerful tool for addressing both simple and complex behavioural challenges.