Contenu connexe
Similaire à Alex Gyani - Applying Behavioural Insights to Public Policy
Similaire à Alex Gyani - Applying Behavioural Insights to Public Policy (20)
Alex Gyani - Applying Behavioural Insights to Public Policy
- 2. © Behavioural Insights ltd
Behavioural insights
draws on research into
behavioural economics
and psychology to
influence choices
Knowing how humans
really behave can help
design and implement
better policies and
services.
- 3. INTERVENTION
© Behavioural Insights ltd
Unique approach to tackling policy problems
CONTROL
Define your
outcome
Understand
the context
Build your
intervention
Test. Learn.
Adapt.
- 4. © Behavioural Insights ltd
BI offers new evidence and frameworks for
influencing behaviour
1. Regulation
2. Incentives
3. Information
- 6. © Behavioural Insights ltd
We ran a trial on the ‘Tax Return Initiative’ with
HM Revenue & Customs
Webpage
Direct to form
- 7. © Behavioural Insights ltd
Removing small frictions seems to make a
disproportionate difference
19.2%
23.4%
Webpage Direct to Form
- 9. © Behavioural Insights ltd
DVLA letters to persistent non-payers of car
tax
UNTAXED VEHICLE WARNING
Our latest information shows
you have not taxed your vehicle.
1 2 3
UNCLASSIFIED
PAY YOUR TAX OR LOSE YOUR [MAKE OF CAR]
You have been caught driving your [make of
car] untaxed.
Image captured on traffic
camera of untaxed car stapled
on the front of the letter
- 13. © Behavioural Insights ltd
Social norms to increase tax payment rates
within 23 days (1 month)
33.6% 35.1% 35.9% 37.2% 39.0%
Control (8,558) UK Norm
(8,300)
Local Norm
(8,403)
Debt Norm
(8,779)
Local + Debt
Norm (8,643)
- 17. 1. Control 2. Norm
3. Norm & Picture 4. Norm & Logo
© Behavioural Insights ltd
- 18. 5. Three Die 6. Nine Lives
7. Reciprocity 8. Action
© Behavioural Insights ltd
- 19. © Behavioural Insights ltd
Proportion joining the organ donor register
after a simple online prompt
2.3%
2.8% 2.9% 2.9% 2.9% 3.1% 3.2%
2.2%
Control Take
Action
1000s Heart Lives 3 Die Would
you
People
- 24. © Behavioural Insights ltd
Significant increase in use of Private Health
Insurance
• 131 registered nurses
• Treating 2450 acute
patients
• 30 staff specialists
• 545 hip replacements
25%
20%
15%
10%
5%
0%
% PHI 2012-13
% PHI 2013-14
- 27. © Behavioural Insights ltd
What can the
scientific
methodology
bring to
marketing?
Claude Hopkins
(1866–1932)
- 29. © Behavioural Insights ltd
RCTs &
Systematic
Reviews of RCTs
Cohort Studies & Case
Control Studies
Case series, Case Reports
Editorials, Expert opinion
- 31. © Behavioural Insights ltd
We need to understand
consumers, citizens and
customers.
Behavioural science offers
some techniques for
policy and marketing.
Replication is important:
we don’t always know
what works.