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Alex Gyani - Applying Behavioural Insights to Public Policy
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 © 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
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
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