NEWS19 March 2010

Populus forms behaviour change team

News People UK

UK— Research and polling agency Populus has set up a team focusing on behaviour change, to be headed by Alison Broom.

The firm said the team has been formed in response to growing demand among policymakers for expertise in behaviour change.

Broom is a former director of corporate affairs at MyTravel Group and worked as an advisor to former Conservative cabinet minister Michael Portillo from 1991-97.

More recently she completed an MSc in health psychology at University College London, focusing particularly on behaviour change.

Michael Simmonds, founder and managing director of Populus, said: “Behaviour change studies that provide evidence-based recommendations are quickly becoming an essential source for policy and communications strategy development. This is a natural extension of our social, political and stakeholder research.”

Broom said that pressure on budgets, and the public’s growing desire for a new kind of relationship with government, had “brought behaviour change technicues to the forefront of the agenda in both local and central government”.