Diffusion theorists have also identified key attributes of interventions or innovations that influence how quickly new ideas or behaviours are adopted  and account for most of the variation between innovations that are adopted quickly and those that are not . For example, individuals need a sense that there is a ‘relative advantage’ to the new ideas or behaviours: a perceived personal, physical, social or economic benefit. Next, research has found people often carry out a small trial first to test out the relative advantages of a new behaviour or smaller change towards it before deciding to adopt (‘trialability’). It also needs to be compatible with their life, their perceived or ‘felt needs’ and existing sociocultural values (‘compatibility’). And, the perceived ‘complexity’ of applying new ideas and behaviours can influence how willing individuals are to try them. New behaviours are also more likely to be diffused if they are easily observed by others (‘observability’). Witnessing the positive experience and changes in others encourages individuals to try new behaviours/innovations themselves.