Guido van Koningsbruggen focuses on understanding the motivations behind people's behaviour. By examining these motivations, Guido aims to inform the design of communication campaigns that promote behaviour change, such as CSR campaigns.
Guido primarily uses surveys and experiments guided by the Reasoned Action Approach to identify the key drivers of behaviour, with current projects focusing on sustainable consumer behaviour. These insights help others — companies and communication agencies among them — tailor their campaign content.
