Chris Harvey
Chris Harvey is Founder of Activate Research, focused in understand, predict, and influence target audience behaviour through practical behavioural science.
April 21 @ 4:20 pm – 4:40 pm
This live webinar is part of The Next Generation Insights Summit – April 2026:
Chris Harvey shows why beliefs, not attitudes, drive behaviour change, with a practical framework to sharpen research and strategy.
Complete the form to register for this free virtual event
Most research measures attitudes. But attitudes don’t change behaviour – beliefs do.
In this practical 20-minute session, we’ll clarify the often-blurred distinction between beliefs (what people think) and attitudes (what they feel) – and why confusing the two leads to missed opportunities for behaviour change.
You’ll be introduced to a simple but powerful framework for understanding three types of belief: Descriptive, Evaluative, and Prescriptive beliefs.
Using concrete examples, we’ll explore:
- How different belief types signal very different levels of behavioural commitment
- How this lens strengthens consumer behaviour, campaign evaluation, brand tracking and innovation work
- Where researchers most commonly go wrong when exploring and interpreting beliefs
You’ll leave with:
- Practical guidance for writing belief statements
- Sharper judgment when interpreting consumer beliefs
- A clear diagnostic framework for behaviour change
This session is designed for both agency and in-house researchers who want to move beyond surface-level attitudinal measurement and make more confident calls about what needs to shift to change behaviour.