Contenu connexe Similaire à Oliver Hauser on the Behavioural Insights Team, a talk at the Berkman Center at Harvard (20) 2. © Behavioural Insights ltd
Roadmap
1. What is/are Behavioural Insights?
2. Who I am & the Behavioural Insights Team?
3. EAST principles
4. Examples of Behavioural Insights in practice
4. 1. Was Mahatma Gandhi older or younger than
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100 years old when
he died?
2. How old was
Mahatma Gandhi
when he died?
5. 3. Was Albert Einstein older or younger than 50
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years old when
he died?
4. How old was
Albert Einstein
when he died?
6. 5. You want to buy a toaster that costs $100. You are told
that the same toaster is being sold for $50, but it is a 20
minute drive away.
Would you travel to get the discounted toaster?
6. You want to buy a television that costs $3,000. You are
told that the same television is being sold for $2,950,
but it is a 20 minute drive away.
Would you travel to get the discounted television?
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7. © Behavioural Insights ltd
About the team
Originated in No. 10
Downing Street /
Cabinet Office
Now a social
purpose company
with Cabinet Office
and Nesta
Policy Areas and
Research Team:
balance between
policy specialists
and academics
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Academic Advisory Panel
Richard Thaler
Chicago Booth
Business School
Nick Chater
Warwick Business
School
Theresa Marteau
University of
Cambridge
Gus O’Donnell
Former Cab Sec,
Economist
Dan Goldstein
London Business
School
Maurice Biriotti
CEO
of SHM
Peter John
University College
London
Peter Tufano
Oxford Saïd
Business School
George
Loewenstein
Carnegie Mellon
10. © Behavioural Insights ltd
Research Fellowship
• Research Fellow at the Behavioural Insights Team
• Expertise: Prosociality & charitable giving
• Ph.D. student at Harvard University, USA
• Research as a tool for innovation:
• Helps the team & client to stay at the forefront
• Use robust methodology to evaluate outcomes: ‘what works’
• “Fail often to succeed sooner” (IDEO): test small & robustly, then scale
• Publishing research in peer-reviewed journals (e.g. Hauser et al.
Nature 2014)
12. © Behavioural Insights ltd
We ran a trial on the ‘Tax Return Initiative’ with
HM Revenue & Customs
Webpage
Direct to form
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Removing small frictions seems to make a
disproportionate difference
19.2%
23.4%
Webpage Direct to Form
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Proportion donating a day’s salary to charity
5% 7%
11% 12%
17%
Control Group Celebrity Sweets Personal email Sweets +
Personal
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Social norms to increase tax payment rates
within 23 days (1 month)
33.6% 35.1% 35.9% 37.2% 39.0%
Control UK Norm Local Norm Debt Norm Local + Debt
Norm
24. 1. Control 2. Norm
3. Norm & Picture 4. Norm & Logo
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25. 5. Loss Frame 6. Gain Frame
7. Reciprocity 8. Call to Action
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26. Name Message Image
1. Control
2. Norm Every day thousands of people who see
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this page decide to register.
3. Norm & Picture Every day thousands of people who see
this page decide to register.
Group of people
4. Norm & Logo Every day thousands of people who see
this page decide to register.
NHS Logo
5. Three Die Three people die each day because there
are not enough organ donors.
6. Nine Lives You could save or transform up to nine
lives as an organ donor.
7. Reciprocity If you needed an organ transplant would
you have one? If so, please help others.
8. Action If you support organ donation, please turn
you support into action.
27. © 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 Action Social Norm Norm &
Logo
Nine Lives Three Die Reciprocity Norm &
Picture
