alex gyani - applying behavioural insights to public policy
TRANSCRIPT
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Applying Behavioural Insights to Public Policy
Alex Gyani
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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.
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Unique approach to tackling policy problems
CONTROL
INTERVENTION
Define your outcome
Understand the context
Build your intervention
Test. Learn. Adapt.
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BI offers new evidence and frameworks for influencing behaviour
1. Regulation
2. Incentives
3. Information
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SOCIAL
TIMELY ATTRACTIVE
EASY
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We ran a trial on the ‘Tax Return Initiative’ with HM Revenue & Customs
Direct to form
Webpage
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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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SOCIAL
TIMELY ATTRACTIVE
EASY
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DVLA letters to persistent non-payers of car tax
UNCLASSIFIED
1 2 3
UNTAXED VEHICLE WARNING Our latest information shows you have not taxed your vehicle.
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
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DVLA letter trial: Results
40.4% 42.4% 48.8%
Original New New + image
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SOCIAL
TIMELY ATTRACTIVE
EASY
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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 + DebtNorm (8,643)
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With HMRC, our tax trials brought forward £200million in 12 months.
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SOCIAL
TIMELY ATTRACTIVE
EASY
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We prompted people to join the NHS Organ Donor Register Online
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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 TakeAction
1000s Heart Lives 3 Die Wouldyou
People
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Our organ donation trial will add 96,000 organ donor registrations each year.
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SOCIAL
TIMELY ATTRACTIVE
EASY
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Behavioural Insights in NSW
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Significant increase in use of Private Health Insurance
• 131 registered nurses • Treating 2450 acute
patients • 30 staff specialists • 545 hip replacements
0%
5%
10%
15%
20%
25%
% PHI 2012-13% PHI 2013-14
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What can the scientific methodology bring to marketing?
Claude Hopkins (1866–1932)
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Why use the scientific method?
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RCTs &
Systematic Reviews of RCTs
Cohort Studies & Case Control Studies
Case series, Case Reports
Editorials, Expert opinion
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We continue to publish our work and results so others can use
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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.
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Alex Gyani