{"id":2812,"date":"2026-03-06T09:16:36","date_gmt":"2026-03-06T08:16:36","guid":{"rendered":"https:\/\/gr8.eu\/actueel\/behaviour-as-a-kpi-for-effective-communication-how-do-you-define-a-behavioural-goal\/"},"modified":"2026-03-26T12:00:00","modified_gmt":"2026-03-26T11:00:00","slug":"behaviour-as-a-kpi-for-effective-communication-how-do-you-define-a-behavioural-goal","status":"publish","type":"post","link":"https:\/\/gr8.eu\/en\/actueel\/behaviour-as-a-kpi-for-effective-communication-how-do-you-define-a-behavioural-goal\/","title":{"rendered":"Behaviour as a KPI for effective communication: how do you define a behavioural goal?"},"content":{"rendered":"

Communication plans often get stuck on terms like \u201cengagement\u201d or \u201cawareness.\u201d Metrics that are certainly measurable online and therefore seem like solid KPIs. The problem? There is no action in them.<\/p>\n

Without a clear behavioural goal, there is no effective communication. You can dress up a campaign as beautifully as you like, but if you don\u2019t know exactly what your audience should do differently tomorrow, you will never be able to measure success clearly.<\/p>\n

It\u2019s time to let go of abstract ambitions and focus on observable behaviour. Because only when you know what someone should concretely do does your strategy gain real direction. But how do you define a concrete behavioural goal?<\/p>\n

The formula for behaviour<\/strong><\/h2>\n

Behaviour may sound like an abstract ambition as well, but it becomes concrete when we look at the Fogg Behaviour Model. BJ Fogg, an American behavioural scientist, argues that people do not simply start displaying a certain behaviour. They only do so when three conditions are met: Motivation, Ability and Prompt.<\/p>\n

In short: B (Behaviour) = MAP (Motivation + Ability + Prompt).<\/strong><\/p>\n

Only when these three elements come together at the same moment can the desired behaviour occur.<\/p>\n

Motivation<\/strong><\/h3>\n

Why should your audience display the behaviour you want them to show? In other words: what\u2019s in it for them?<\/p>\n

Fogg identifies three key motivators that drive people into action:<\/p>\n

    \n
  • Feeling<\/strong> (pleasure or pain, the pains and gains of your audience)<\/li>\n
  • Anticipation<\/strong> (hope or fear)<\/li>\n
  • Social factors<\/strong> (the desire to belong to a group)<\/li>\n<\/ul>\n

    Pleasure, hope and acceptance can motivate people to display certain behaviour, while pain, fear or rejection can discourage it.<\/p>\n

    Ability<\/strong><\/h3>\n

    How easy do you make the desired behaviour for your audience? According to Fogg, six factors influence the ability<\/strong> of your audience to act:<\/p>\n

      \n
    • Time<\/li>\n
    • Money<\/li>\n
    • Physical effort<\/li>\n
    • Mental effort<\/li>\n
    • Deviating from the norm<\/li>\n
    • Deviating from one\u2019s routine<\/li>\n<\/ul>\n

      In short: if the desired behaviour costs too much money, time or energy (both mental and physical), your audience is unlikely to act, no matter how strong the motivation may be.<\/p>\n

      Prompt<\/strong><\/h3>\n

      This may be a confusing term in the age of AI, but by Prompt<\/strong> Fogg means the trigger for behaviour. In other words, the cue that initiates action. Without a prompt, the behaviour simply does not occur.<\/p>\n

      According to Fogg, there are three types of prompts:<\/p>\n

        \n
      • The \u201cFacilitator\u201d<\/strong> \u2013 makes the task easier (when motivation is high but ability is low). Think of a simple ordering process.<\/li>\n
      • The \u201cSpark\u201d<\/strong> \u2013 a motivating message (when motivation is low but ability is high). For example, a video that shows the benefits of your product or service in a way that resonates.<\/li>\n
      • The \u201cSignal\u201d<\/strong> \u2013 a simple reminder (when both motivation and ability are high). Think of push notifications or reminders that prompt the desired behaviour.<\/li>\n<\/ul>\n

        Which levers are you pulling?<\/h2>\n

        If you are clear about what your audience should do differently and understand how the MAP<\/strong> works, you can break down why the behaviour is not happening yet. And therefore which levers you, as a communication professional, can actually pull.<\/p>\n

        Is the barrier to performing the behaviour too high (Ability<\/strong>)? Is it unclear what the audience stands to gain (Motivation<\/strong>)? Or is the right trigger at the right moment simply missing (Prompt<\/strong>)?<\/p>\n

        These insights make it far easier to understand how communication can drive real results. Stop hoping for \u201cmore visibility\u201d and start designing behaviour.<\/p>\n

        \u200bCurious what that could look like for your brand? We would be happy to think along with you.<\/a><\/p>\n