applying behavioural insights - learning and work...
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© Behavioural Insights ltd
Innovation Zone:
Transforming services
through behavioural science
Dr Tiina Likki
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1. Was Mahatma Gandhi older or younger than
100 years old when
he died?
2. How old was
Mahatma Gandhi
when he died?
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3. Was Albert Einstein older or younger than 50
years old when
he died?
4. How old was
Albert Einstein
when he died?
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What are Behavioural Insights?
Behavioural Insights
Psychology
Social anthropology
Behavioural economics
Public Policy
Understanding how people behave in practice so
that we can design policy and services better
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We were set up in 2010 with a remit to apply
insights from behavioural science to policy
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First
example:
increasing
organ
donation
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© Behavioural Insights ltd
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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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Name Message Image
1. Control
2. Norm Every day thousands of people who see
this page decide to register.
3. Norm & Picture Every day thousands of people who see
this page decide to register.
Group of people
4. Norm & Logo Every day thousands of people who see
this page decide to register.
NHS Logo
5. Three Die Three people die each day because there
are not enough organ donors.
6. Nine Lives You could save or transform up to nine
lives as an organ donor.
7. Reciprocity If you needed an organ transplant would
you have one? If so, please help others.
8. Action If you support organ donation, please turn
you support into 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 Action Social Norm Norm &Logo
Nine Lives Three Die Reciprocity Norm &Picture
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Employment trials
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Bedford Jobcentre
Attendance at recruitment events
10%15%
18%
27%
Control + ClaimantName
+ AdvisorName
+ Reciprocity
% of job seekers turning up to the Jobcentre
Total number of SMSs sent = 1,224
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Loughton Jobcentre trial
New JSA claims
Ethnography over 2 months showed:
• Initial focus on benefits
• Duplication of effort
• Focus on minimum & past
• Loss of motivation
Our interventions were threefold:
1. A new ‘start-up’ process
2. Routine use of ‘implementation intentions’ at all subsequent
jobcentre appointments
3. Optional positive psychology tools
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Loughton trial – implementation intentions
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Loughton trial – positive psychology
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Loughton trial – preliminary results
57% 56% 58% 61%53%
69% 66% 65%
April May June July August
Control
Treatment
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Loughton trial – how the randomisation failed
Data for first 1,571 of trial participants Ctrl Treat All
Observations 783 788 1,571
Age (mean years) 32 33* 32
Male 55% 57% 56%
Disabled 9% 11% 10%
Ethnic Minority (non-white inc unknown) 16% 18% 17%
Low Qualified 26% 10%** 18%
Lone Parent (%) 12% 6%** 9%
Benefit history (mean days claiming last two years) 178 141 160
JSA history 98 98 96
Non-JSA benefit history 81 46 63
Benefit spell history (mean spells) 2.1 2.0 2.1
JSA spell history 1.9 1.9 1.9
Non-JSA spell history 0.2 0.2** 0.2
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Loughton trial – final results
51%60%
Control Treatment** Treatment Adjusted**
4% Benefit
history
difference
5%
Treatment
effect
N = 1,571 over six months; **significant at p>0.05, (5.3 pp,
p<0.01 CI 1.3%-9.2%
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Doncaster Booklet Trial – Work Programme
returners
• 2-week brief intervention with little to no staff involvement
• The ‘Getting Going Handbook’: 34-page booklet
• Designed to develop a range of skills:
• Time management/Implementation intentions
• Identifying strengths and building confidence
• Presenting work history
• Skills health check
• Presenting why your skills match the job
• CV and cover letter writing
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Doncaster results: off flow
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Control Treatment
Proportion Flowing Off
5.0 %
9.2 %
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Doncaster results: finding work
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Control Treatment
Proportion Finding Work
2.5 %
4.8 %
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© Behavioural Insights ltd
Tiina Likkiwww.behaviouralinsights.co.uk