Editable Google Slide (CC-BY-4.0)
This is the ultimate behavior change brief, a distilled version of everything that have been used for years in the planner’s work (from the personal experience).
Example: we want advertisers to produce real value for consumers instead of shouting at them about one more thing they don’t need. Advertisers may decide to produce value instead of creating useless ads, if they see this activity generating better ROI.
(C) and (D) are important.
For (C) – understanding what our Target Audience currently does (instead of doing what we want them to do) gives critical insight into what we are competing against. In today’s world we are very likely to find ourselves competing for the audience’s time, attention and money outside the category.
As for (D) – understanding (or having a working hypothesis of) the drivers or circumstances that can trigger behavior change is vital. In fact if the hypothesis is right – your job is half done, since you know what you need to accomplish with your communications (or whatever else you may choose as your behavior-changing weapon).
An excellent planner will give you all: (A), (B), (C) and a few options for (D).
An average planner will give you just (A) and (B). But that’s good enough. You can start exploring from there.
A useless planner will only give you some non-essential information about (A) and a lot of other largely useless data.
This is only personal opinion and it doesn’t represent any company’s opinion.