Donna van Bueren joined TNS (then Donovan Research) in 1999 as a specialist Social Marketing Strategist. In January 2001 Donna moved to Canberra to set up TNS Social Research, Canberra. After four years establishing that office Donna returned to WA in 2005 where she is now the National Client Director for Social and Government research. One of Donna’s roles at TNS is to develop and coordinate the company’s Social Marketing and Behaviour Change research program.
Donna is a founding member (2009) of the TNS Behaviour Change Institute, which collaborates with leading international academics on best practice research and development in behaviour change. In Australia, Donna has been responsible for the development, training and implementation of TNS’s best practice thinking and research offer to clients wishing to embark on a behaviour change or social marketing research project or communication campaign. Part of Donna’s job is to keep up to date on current thinking and implementation of social marketing and behaviour change best practice around the world. Donna is a highly skilled qualitative and quantitative research consultant with 18 years experience in research for behavioural change programs in the areas of public health (obesity, alcohol, tobacco, physical activity), early child development, drug and alcohol use, families and disability, the perpetration of domestic violence, and taxation.
Donna has particular expertise in providing strategic advice on message strategy to effectively position communication campaigns. Recently at TNS Donna has led national and state wide research programs for Government and NGO clients such as the Australian Government Department of Health, the Australian National Preventive Health Agency (ANPHA), the Australian Research Alliance for Children and Young People (ARACY), the Australian Government Department of Employment, Our Watch, and a range of State health and social services agencies, cancer prevention organisations and Heart Foundations in Western Australia, New South Wales, and the ACT, as well as giving significant contributions to research knowledge for Food Standards Australia and New Zealand (FSANZ). Additionally Donna has led projects on the communications of government “One Punch” legislation, which involved interviewing the families of victims of one punch deaths in WA. Donna’s expertise at TNS includes providing leadership in designing innovative and customised research methods for complex behaviour change objectives, particularly the development and implementation of mixed methods qualitative research to explore System 1 (automatic) and System 2 (reflective) influences on behaviour.
As well as the Social Marketing & Behaviour Change portfolio, Donna’s areas of specialisation include: • Social and Health Research, particularly on sensitive topics • Social Policy and Program development and evaluation • Strategic Planning for Social Communication Strategies and Campaigns • Evaluation of Advertising and Communication Campaigns Donna has a Bachelors Degree in Applied Science, a Post-Graduate Diploma in Health Sciences (Health Promotion) and a Masters of Public Health from Curtin University.
Donna has been a full member of the Australian Market and Social Research Society since 1999 and served as the Chairperson of the ACT Division of the Australian Market and Social Research Society (2001-2004). Donna has also been awarded the AMSRS’s Qualified Practising Market Researcher accreditation.
Co-Presenters: Roger Farley
In 2015, the WA Road Safety Commission embarked on a new research program which would transform how they approached and executed the ‘education and persuasion’ arms of their behaviour change program, and integrated this messaging with the legislate, design and enforcement strategies for the State. From the outset, there was a need to re-assess and reapply segmentation in a new way, and to fully recognise, research and find new insights from a comprehensive investigation of System 1 and System 2 influences on driver behaviour.
For the first time, a state-wide segmentation (n=1600) was conducted within driver behaviours (speeding, drink driving, mobile distractions, restraints) not just across driver behaviour. This led to the identification of priority segments for each of the four driving behaviours, and an across-government agreement that campaigns would no longer be targeted at “all WA drivers” but at specific segments, using targeted messaging and channels that would resonate with different segments. For the first time, a positive “reinforcement” campaign would be delivered to “good” drivers, and hard to engage “defiant drivers” would become a flagship audience for a new campaign. The ability to target and nuance messaging and channel was shaped by a follow up fit for purpose program of deep dive qualitative research, which employed peer-led ethnography immersions, conducted over three weeks, with priority segments such as “creep over speeders”, “situational speeders” as well as “defiant speeders”. This method allowed the research to get closer to the moment, and to understand with greater insight the “moments that matter” and to match attitudes towards and motivations for speeding with driving behaviour, and demographics.
This paper, co-presented between Kantar Public and Road Safety Commission (RSC) tells a broad-brush story of the journey of the RSC as it has transformed how it approaches Road Safety campaigns in WA. It covers the story of how the organisation went from the theory of behaviour change and a theoretical model, to research design, creative development and how this transformed into the new media campaigns launched in 2016.