Substance has undertaken a range of projects to understand behaviour and inform behavioural change. This includes four projects for the RNLI to profile coastal audiences, identify and segment them by their ‘risk behaviours’ and inform RNLI coastal safety product and safety campaign development. These are:

• Yacht Sailors in Ireland Audience Profiling, 2015
• Yacht Sailors (UK) Audience Profiling, 2014-15
• Leisure Divers Audience Profiling, 2013-14 (and additional focus group research 2014)
• Coastal Angler Audience Profiling, 2013 (and focus group research, 2013)

These projects have involved online, face-to-face and phone surveys with thousands of participants; in depth interviews; and focus groups. Audiences were statistically segmented (k-mean/ Anova / correlation) and supplemented with qualitative material to illustrate high to low risk groups. Both technical and summary, infographic reports were produced alongside slide presentations to facilitate easy interpretation by a range of users.