Behavioural determinant and outcome indicators
The next two levels of campaign indicators are behavioural determinants and SBCC outcome indicators. The behavioural determinants are designed to measure knowledge, skills, beliefs, social norms, habits, emotions and other factors, which determine whether the audience has the capability, opportunity and motivation to change their behaviour (SBCC outcomes). They are measured together and can be a meaningful and methodologically robust way to determine campaign efficacy.
In this section, use the behavioural determinants, key learning questions and sample indicators to develop your list of indicators that can be used to measure how well the campaign shifted the audience’s knowledge, beliefs, habits, emotions and more, as related to your IYCF behaviour. As behavioural determinants are connected to capability, opportunity and motivation, also evaluate the SBCC outcomes. Select and develop the indicators and tools that are relevant for your campaign based on your learning, monitoring and evaluation priorities.
During the development phase, the creative agency designed campaign activities to address multiple behavioural determinants across the COM-B levels of capability, opportunity and motivation. Now develop indicators to measure the behavioural determinants to evaluate whether the campaign was successful in shifting the audience’s knowledge, perceptions, skills, beliefs, etc.
The first tool includes an overview of the COM-B SBCC outcomes, behavioural determinants and key learning questions to summarise what you are hoping to evaluate from each behavioural determinant. For example, an important aspect of capability is knowledge. To help you determine what kind of indicators may be useful in measuring knowledge, use the key learning question: ‘Does the audience know about your selected IYCF behaviour?’ to guide how you consider indicator statements or questions. Additional tools are included with a sample indicator statements that you can consider including for your M&E processes.
Behavioural determinant and outcome indicators often rely on Likert scales to quantify measures of beliefs, attitudes, and perceptions. When used, Likert scale values range from 1-5; from 1 = strongly disagree through to 5 = strongly agree.
Use the key learning questions for each of the COM-B behavioural determinants resource.