What is behavioral feasibility

  • Is the audience likely to adopt the behavior? Is the current behavior seen as a problem? How engrained or “rewarding” are the current or competing behaviors?

  • How costly is it (time, effort, resources) for the audience segment to perform the behavior?

  • How complex is the behavior (does it involve few or several elements)?

  • How frequently must the behavior be performed?

  • How compatible is the proposed behavior with the audience’s current practices (is the behavior socially approved)?

  • Are there major barriers to engaging in the desired behavior? What information, skills, resources and/or access must the audience segment acquire to overcome the barriers and make the desired behavior change?

  • Are there at least some members of the segment (“doers”) who manage to do the desired behavior? Do they have unusual characteristics?