Applying Behavioural Insights to Public Policy · Applying Behavioural Insights to Public Policy...
Transcript of Applying Behavioural Insights to Public Policy · Applying Behavioural Insights to Public Policy...
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Applying Behavioural Insights to
Public Policy Dr Alex Gyani
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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?
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We made small changes to HMRC letters
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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 (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
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NSW Enforcement Order Trial
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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.