This dataset has two parts. Part 1 contains 12 transcribed interviews and the codes that emerged from the data and were used in the subsequent data analysis. Part 2 consists of the de-identified datasets obtained from the online survey, called "Behaviour Prioritization Survey - Effectiveness Dataset downloaded on January 30, 2019_17.26" and "Behaviour Prioritization Survey - Probability & Penetration Dataset downloaded on January 22, 2019_22.05". There is also an SPSS output file called "Output" and an Excel sheet titled "Behaviour Prioritization Matrix", with the inputted formula.