Why Process Matters in Behavior Change – And How PAWS Makes It Work

In the world of behavior change, it’s easy to romanticize the insight—the “aha” moment that makes everything click. But anyone who’s done this work for more than a minute knows: insights don’t emerge from thin air. They come from process. Rigor. Craft.

At Evolve, we’ve spent years developing and refining our approach to research that drives action. And now, we’re proud to share the process that’s been at the heart of our most successful work: The PAWS Model.

It’s our proprietary framework for behavior change research—designed to deliver clarity, confidence, and ultimately, change.

Why a Process Like PAWS Matters

Research is often undervalued because it’s misunderstood. Stakeholders expect magic—and when it feels confusing, disconnected, or overly academic, it’s dismissed.

But a process like PAWS grounds the work. It demystifies it. It gives our clients something to hold onto, understand, and—most importantly—trust.

We believe that process doesn’t limit creativity—it protects it. It ensures that even in messy, uncertain, human-centered work, we deliver insights that are:

• Actionable
• Evidence-based
• Aligned with business and behavioral goals

So what’s inside PAWS? Let’s break it down.

The PAWS Model: Our Four-Step Framework for Behavior Change

1. Pinpoint

Everything starts with clarity. Before we gather a single piece of data, we ask:

• What decision is our client trying to make?
• What behavior are they trying to influence?
• What does success actually look like?

We work closely with stakeholders to define objectives, identify behavioral barriers, and align on what we’re solving for. We call this our Deep Dig, and it guides every step forward.

2. Activate

This is where we bring the research to life. Based on our Deep Dig work, we:

• Select the most appropriate methodologies (quant, qual, ethnography, hybrid)
• Design research tools grounded in behavioral science
• Manage recruitment, fieldwork, data collection, and logistics

In this phase, we’re not just “gathering data.” We’re activating a system for learning about real human behavior in real contexts.

3. Weave

Insights rarely live in one place. They live in the threads—the connections—between what people say, what they do, and what’s happening around them.

We weave those threads into a compelling narrative:

• Synthesizing quantitative and qualitative findings
• Identifying key behavioral patterns, motivators, and barriers
• Mapping personas, journeys, and opportunities

The result is an insight story that helps teams not just understand their audience, but feel connected to them.

4. Strategize

This is where we turn knowledge into impact.

We translate insight into clear, behaviorally driven strategies:

• Campaign recommendations
• Message frameworks
• Intervention models
• Creative briefs

The work doesn’t end at the research deck. It ends when our clients have what they need to take confident action.

Why Clients Love PAWS

Clients don’t just want answers. They want to feel:

• Confident in the path forward
• Equipped to explain the “why” to their internal teams
• Trusted and in control when working with stakeholders

PAWS helps us deliver all of that. It brings structure and credibility without sacrificing creativity. And it ensures that we do what Evolve is built to do: Decode behavior. Deliver clarity. Produce actionable recommendations.

Want to learn more about the PAWS Model or how we can apply it to your next project? Let’s talk.