1. Applying Behavioural Insights to
Public Policy
Alex Gyani
© Behavioural Insights ltd

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

5. EASY
ATTRACTIVE TIMELY
© Behavioural Insights ltd
SOCIAL

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

8. EASY
ATTRACTIVE TIMELY
© Behavioural Insights ltd
SOCIAL

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

10. © Behavioural Insights ltd
DVLA letter trial: Results
40.4% 42.4%
48.8%
Original New New + image

11. EASY
ATTRACTIVE TIMELY
© Behavioural Insights ltd
SOCIAL

12. © Behavioural Insights ltd
We made small changes to HMRC letters

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)

14. © Behavioural Insights ltd
With HMRC,
our tax trials
brought
forward
£200million
in 12
months.

15. EASY
ATTRACTIVE TIMELY
© Behavioural Insights ltd
SOCIAL

16. © Behavioural Insights ltd
We prompted people to join the NHS Organ
Donor Register Online

17. 1. Control 2. Norm
3. Norm & Picture 4. Norm & Logo
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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

20. © Behavioural Insights ltd
Our organ
donation trial
will add
96,000 organ
donor
registrations
each year.

21. EASY
ATTRACTIVE TIMELY
© Behavioural Insights ltd
SOCIAL

22. © Behavioural Insights ltd

23. © Behavioural Insights ltd
Behavioural Insights in NSW

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

25. © Behavioural Insights ltd

26. © Behavioural Insights ltd

27. © Behavioural Insights ltd
What can the
scientific
methodology
bring to
marketing?
Claude Hopkins
(1866–1932)

28. © Behavioural Insights ltd
Why use the scientific method?

29. © Behavioural Insights ltd
RCTs &
Systematic
Reviews of RCTs
Cohort Studies & Case
Control Studies
Case series, Case Reports
Editorials, Expert opinion

30. © Behavioural Insights ltd
We continue to publish our work and results
so others can use

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.

32. Alex Gyani
© Behavioural Insights ltd