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  • © Behavioural Insights ltd

    Applying Behavioural Insights to

    Public Policy Dr Alex Gyani

  • © Behavioural Insights ltd

    Applying Behavioural Insights to Insurance

    1. What are Behavioural Insights?

    1. Where can they be used in

    regulation and the insurance

    industry?

    2. How does the scientific method help

    us make better public policy?

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    Knowing how humans

    really behave can help

    design and implement

    better policies and

    services.

    What are Behavioural Insights?

  • © Behavioural Insights ltd

    We made small changes to HMRC letters

  • © 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)

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    With HMRC, our

    tax trials

    brought forward

    £200million in

    12 months.

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    10% 15% 18%

    27%

    Control + Claimant Name + Advisor Name + Reciprocity

    The power of reciprocity and personalisation in

    getting Jobseekers to turn up to appointments

    Total number of SMSs sent = 1,224

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    NSW Enforcement Order Trial

    Current Trial intervention

    Simplification – layout, language, messages

    Salience – actions, personalisation, consequences

    and payment

    Priming – escalating tone: language, colour

  • © Behavioural Insights ltd

    NSW Enforcement Order Trial

  • © Behavioural Insights ltd

    NSW Enforcement Order Trial

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    SOCIAL

    TIMELY ATTRACTIVE

    EASY

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    Why does BI add something new?

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    Where are the key areas that Behavioural Insights help

    make better policy?

    1. Information DOES NOT always lead to behaviour change.

    2. Behavioural Insights give you an understanding of how to best present

    information.

    3. It takes us out of the Policy Ivory Tower.

    4. It injects some humility into policy making and focusses us on what works.

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    Knowledge KAP Model

    1. Traditional models overweight information and

    intention

    Attitude to

    behaviour

    Behavioural

    Intention

    Perceived

    behavioural

    control

    Behaviour Social

    Norms Behavioural

    Intention

    Threat

    Coping

    efficacy

    Response

    efficacy

    Severity Susceptibility

    Self

    efficacy

    Theory of planned

    behaviour

    Protection

    motivation

    theory

    Attitudes

    Sheeran & Webb 2006 ‘Does Changing Behavioral Intentions Engender

    Behavior Change? A Meta-Analysis of the Experimental Evidence’

    Psychological Bulletin 132:2, 249-268

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    Transparency does have benefits

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    2. How can consumer better understand interest and risk?

    No reduction in

    lending

    6% reduction in first month,

    sustained for the five months it

    was measured

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    3. Plastic sleeves and JCP:

    A lesson in understanding the context

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    1. Cut down process 2. Commitments

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    We proved the concept

    51% 60%

    Control Treatment Treatment Adjusted

    4% Benefit

    history

    difference

    5%

    Treatment

    effect

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    BIT Coach

    JCP Trainer

    JCP Trainer

    JCP Trainer

    JCP Trainer

    We developed a

    training model in the

    North East

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    BIT Coach

    JCP Trainer

    JCP Trainer

    JCP Trainer

    JCP Trainer

    JCP Trainer

    JCP Trainer

    JCP Trainer

    And also in

    Singapore!

    And rolled it out

    nationally to 25,000

    workers

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    We replicated the same findings in NSW in a Worker’s

    Comp Context

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88

    Days to Return to Full Capacity

    Treatment

    Control

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    4. Will your intuition guess which message increased

    organ donation registrations?

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    1. Control 2. Norm

    3. Norm & Picture 4. Norm & Logo

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    5. Three Die 6. Nine Lives

    7. Reciprocity 8. Action

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    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

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    RCTs &

    Systematic

    Reviews of RCTs

    Comparison study without randomisation

    Before and after study

    Editorials, Expert opinion

    Anecdotal evidence

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    ‘What Works’ centres

    NICE

    Education Endowment

    Foundation

    Early Intervention Foundation Local Economic Growth

    Crime reduction Better Aging

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    Conclusions

    Behavioural Insights are

    guidelines that can help you build

    better policy and better products.

    BI injects some humility into policy

    making.

    We don’t know always know what

    works.

  • © Behavioural Insights ltd

    [email protected]

    Dr Alex Gyani

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