Behavioural Insights Action research
to support improved Routine Immunization
Uttar Pradesh and Meghalaya, India


Dec 2022 – ongoing

Project Domain

Maternal and child health/ Immunisation


Uttar Pradesh and Meghalaya

About the Project

This project aims to achieve 100% full immunization coverage in India, particularly among marginalized and hard-to-reach populations like tribal groups. It builds upon the success of existing immunization programs by addressing remaining gaps through Human-Centered Design (HCD).

While national coverage has improved significantly, substantial variations exist at the state and district level. This project focuses on Uttar Pradesh (Bahraich & Firozabad) and Meghalaya (Ribhoi & West Jaintia Hills) to bridge this gap and ensure "no one is left behind."

Our Approach: Behavioural Science for Improved Uptake

This project leverages behavioural science to understand the factors influencing vaccine confidence and uptake among tribal communities. We utilize two key frameworks:

  • Capability, Opportunity, and Motivation – Behavioral (COM-B) model: This model posits that behavior is determined by three main factors:
    • Capability: The individual's ability to perform the behavior, including knowledge, skills, and physical capacity.
    • Opportunity: The environmental factors that influence behavior, such as resource availability, social support, and regulations.
    • Motivation: The individual's desire to perform the behavior, including beliefs about consequences, emotions, and social norms.

The COM-B model helps us identify where challenges lie within these factors for vaccine uptake.

  • Theoretical Domains Framework (TDF): This framework provides a comprehensive taxonomy of 14 psychological domains that influence behavior, further broken down into 82 constructs

By combining the COM-B model and the TDF, we gain a deep understanding of the psychological and social factors influencing vaccine uptake among tribal communities allowing us to design targeted interventions that address specific barriers and promote positive behavior change.

What We Do: Human-Centered Design for Effective Interventions

We employed a three-pronged approach:

  • Identify Barriers and Enablers: We conduct in-depth research to identify both the challenges and motivators related to vaccination within these communities. This includes understanding individual and social influences on vaccine decisions.
  • Design Solutions with Communities: Using HCD workshops, we co-create interventions with community members. This ensures the solutions are culturally appropriate, address specific needs, and resonate with the target population.
  • Test and Refine: We rigorously evaluate the effectiveness of these interventions through controlled experiments. This allows us to refine and scale-up the most successful approaches for wider impact.

By focusing on Human-Centered design, this project focuses on development of interventions that are not only effective but also sustainable and user-friendly for tribal communities.

Behavior Insights Process

Research Human Centered Research

A Mixed-Methods Behavioural Insights Study to Improve Routine Immunization Uptake in Uttar Pradesh and Meghalaya, India

Workshop Human centred design workshop

Human Centred Design (HCD) workshop

Intervention Design for Improved Routine Immunization

Study to Test the Effectiveness, Feasibility, and Acceptability of a Designed Intervention for Improved Routine Immunization Uptake