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Alex Gyani - Applying Behavioural Insights to Public Policy

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  • 1. Applying Behavioural Insights toPublic PolicyAlex Gyani Behavioural Insights ltd

2. Behavioural Insights ltdBehavioural insightsdraws on research intobehavioural economicsand psychology toinfluence choicesKnowing how humansreally behave can helpdesign and implementbetter policies andservices. 3. INTERVENTION Behavioural Insights ltdUnique approach to tackling policy problemsCONTROLDefine youroutcomeUnderstandthe contextBuild yourinterventionTest. Learn.Adapt. 4. Behavioural Insights ltdBI offers new evidence and frameworks forinfluencing behaviour1. Regulation2. Incentives3. Information 5. EASYATTRACTIVE TIMELY Behavioural Insights ltdSOCIAL 6. Behavioural Insights ltdWe ran a trial on the Tax Return Initiative withHM Revenue & CustomsWebpageDirect to form 7. Behavioural Insights ltdRemoving small frictions seems to make adisproportionate difference19.2%23.4%Webpage Direct to Form 8. EASYATTRACTIVE TIMELY Behavioural Insights ltdSOCIAL 9. Behavioural Insights ltdDVLA letters to persistent non-payers of cartaxUNTAXED VEHICLE WARNINGOur latest information showsyou have not taxed your vehicle.1 2 3UNCLASSIFIEDPAY YOUR TAX OR LOSE YOUR [MAKE OF CAR]You have been caught driving your [make ofcar] untaxed.Image captured on trafficcamera of untaxed car stapledon the front of the letter 10. Behavioural Insights ltdDVLA letter trial: Results40.4% 42.4%48.8%Original New New + image 11. EASYATTRACTIVE TIMELY Behavioural Insights ltdSOCIAL 12. Behavioural Insights ltdWe made small changes to HMRC letters 13. Behavioural Insights ltdSocial norms to increase tax payment rateswithin 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 + DebtNorm (8,643) 14. Behavioural Insights ltdWith HMRC,our tax trialsbroughtforward200millionin 12months. 15. EASYATTRACTIVE TIMELY Behavioural Insights ltdSOCIAL 16. Behavioural Insights ltdWe prompted people to join the NHS OrganDonor Register Online 17. 1. Control 2. Norm3. Norm & Picture 4. Norm & Logo Behavioural Insights ltd 18. 5. Three Die 6. Nine Lives7. Reciprocity 8. Action Behavioural Insights ltd 19. Behavioural Insights ltdProportion joining the organ donor registerafter a simple online prompt2.3%2.8% 2.9% 2.9% 2.9% 3.1% 3.2%2.2%Control TakeAction1000s Heart Lives 3 Die WouldyouPeople 20. Behavioural Insights ltdOur organdonation trialwill add96,000 organdonorregistrationseach year. 21. EASYATTRACTIVE TIMELY Behavioural Insights ltdSOCIAL 22. Behavioural Insights ltd 23. Behavioural Insights ltdBehavioural Insights in NSW 24. Behavioural Insights ltdSignificant increase in use of Private HealthInsurance 131 registered nurses Treating 2450 acutepatients 30 staff specialists 545 hip replacements25%20%15%10%5%0%% PHI 2012-13% PHI 2013-14 25. Behavioural Insights ltd 26. Behavioural Insights ltd 27. Behavioural Insights ltdWhat can thescientificmethodologybring tomarketing?Claude Hopkins(18661932) 28. Behavioural Insights ltdWhy use the scientific method? 29. Behavioural Insights ltdRCTs &SystematicReviews of RCTsCohort Studies & CaseControl StudiesCase series, Case ReportsEditorials, Expert opinion 30. Behavioural Insights ltdWe continue to publish our work and resultsso others can use 31. Behavioural Insights ltdWe need to understandconsumers, citizens andcustomers.Behavioural science offerssome techniques forpolicy and marketing.Replication is important:we dont always knowwhat works. 32. Alex Gyani Behavioural Insights ltd