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© Behavioural Insights ltd
David Halpern
CEO, BITNational Advisor on What Workswww.behaviouralinsights.co.uk
© Behavioural Insights ltd
“Our government will find intelligent ways to encourage, support and enable people to make better choices for themselves.”
© Behavioural Insights ltd
David CameronPrime Minister
Lord O’DonnellChair of Academic Advisory
Panel Sir Jeremy HeywoodCabinet Secretary and
Head of Steering Board
Behavioural Insights Team
Dr. David Halpern (Director)Owain Service (DD)
Dr. Rory Gallagher (International)
Academic Advisory PanelRichard Thaler (Chicago)Peter Tufano (Oxford)Theresa Marteau (Cambridge)Peter John (UCL) Maurice Birlotti (UCL)Nick Chater (Warwick)Dan Goldstein (LBS)
© Behavioural Insights ltd
Changing the world a nudge at a time…
© Behavioural Insights ltd
SOCIAL
TIMELYATTRACTIVE
EASY
© Behavioural Insights ltd
Suicide – a mysterious reduction…
Hawton, 2007; Kreitman, 1976
© Behavioural Insights ltd
Increasing the number of people with a workplace pension
Before auto-enrolment After auto-enrolment
61%83%
44%
77%
Large employers
© Behavioural Insights ltd
Control + Claimant Name
+ Advisor Name
+ Reciprocity
10%15% 18%
27%
Attract! – getting people back to work
Highest performing text (‘+Reciprocity’)
% of job seekers turning up to the Jobcentre
Total number of SMSs sent = 1,224
© Behavioural Insights ltd
Social - increasing tax payment rates within 23 days (1 month)
Control (8,558)
UK Norm (8,300)
Local Norm (8,403)
Debt Norm (8,779)
Local + Debt Norm (8,643)
33.6% 35.1% 35.9% 37.2% 39.0%
© Behavioural Insights ltd
Timely - increasing diversity in the Police
Non-BME BME
111.9
105.9
112.1110.5
ControlTreatment
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Engagement and productivity
© Behavioural Insights ltd
Carol Dweck
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Example: reducing quit rates of adult learners
• Important• I can succeed• Practice matters• Plan ahead• I belong
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Increased attendance rates
Control Treatment
59%64%
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Reduced dropouts
Control Treatment
25%16%
• Msgs cost 3.5p each
• Largely automated
• Across the year less than £5
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Implementation intention - % off benefits at 13 weeks
Control Treatment Treatment Adjusted
51% 60%
4% Benefit history difference
5% Treatment effect
Now across the UK – and NSW
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People helping people – harnessing reciprocity and the ‘economy of regard’
The visiting
hours are between 2pm to
5pm
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Grant, Norton, Gino…
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Informing choices may change the character of work itself
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Where next?
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“David Cameron’s Vanity Project”
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Press coverage
© Behavioural Insights ltd
Australia
Singapore
Peru
USAIsrael
UK Government
MoldovaUkraine
Belarus
Montenegro
Guatemala
Canada
Oman
UAE
Germany
FinlandNetherlands
Pakistan
India
Mexico
Colombia
Jamaica
© Behavioural Insights ltd
Tax compliance in Latin America: Guatemala case study
Control Original BIT letter BIT + National Pride
BIT + Social Norms
BIT + Deliberate Choice
$6.67 $6.82
$14.19 $16.16$20.64
$24.62
© Behavioural Insights ltd
Public gain (16,807) Public loss (17,159)1.6% 1.5%
12.1%
19.1%
Loss-frame
People with large debts react differentlySegmentation: which messages work for who…
Owe £30,000+
© Behavioural Insights ltd
Productivity, trust, and better informed firms
© Behavioural Insights ltd
Behavioural insights have proven highly impactful on several levels
PoliciesMidata; regulation; public health; php
ProcessesLetters; texts; scripts; web design etc
RCTs ‘What Works’ centres
© Behavioural Insights ltd