Alex Gyani - Applying Behavioural Insights to Public Policy

© Behavioural Insights ltd

Applying Behavioural Insights to Public Policy

Alex Gyani


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.


Unique approach to tackling policy problems

CONTROL

INTERVENTION

Define your outcome

Understand the context

Build your intervention

Test. Learn. Adapt.


BI offers new evidence and frameworks for influencing behaviour

1. Regulation

2. Incentives

3. Information


SOCIAL

TIMELY ATTRACTIVE

EASY


We ran a trial on the ‘Tax Return Initiative’ with HM Revenue & Customs

Direct to form

Webpage


Removing small frictions seems to make a disproportionate difference

19.2% 23.4%

Webpage Direct to Form


SOCIAL

TIMELY ATTRACTIVE

EASY


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


DVLA letter trial: Results

40.4% 42.4% 48.8%

Original New New + image


SOCIAL

TIMELY ATTRACTIVE

EASY


We made small changes to HMRC letters


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)


With HMRC, our tax trials brought forward £200million in 12 months.


SOCIAL

TIMELY ATTRACTIVE

EASY


We prompted people to join the NHS Organ Donor Register Online


1. Control 2. Norm

3. Norm & Picture 4. Norm & Logo


5. Three Die 6. Nine Lives

7. Reciprocity 8. Action


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


Our organ donation trial will add 96,000 organ donor registrations each year.


SOCIAL

TIMELY ATTRACTIVE

EASY



Behavioural Insights in NSW


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




What can the scientific methodology bring to marketing?

Claude Hopkins (1866–1932)


Why use the scientific method?


RCTs &

Systematic Reviews of RCTs

Cohort Studies & Case Control Studies

Case series, Case Reports

Editorials, Expert opinion


We continue to publish our work and results so others can use


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.


Alex Gyani

Documents

Alex Gyani - Applying Behavioural Insights to Public Policy