Applying Behavioural Insights - Learning and Work Institutestats.learningandwork.org.uk/events_presentations... · © Behavioural Insights ltd Loughton trial –how the randomisation

© Behavioural Insights ltd

Innovation Zone:

Transforming services

through behavioural science

Dr Tiina Likki

[email protected]


1. Was Mahatma Gandhi older or younger than

100 years old when

he died?

2. How old was

Mahatma Gandhi

when he died?


3. Was Albert Einstein older or younger than 50

years old when

he died?

4. How old was

Albert Einstein

when he died?


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


We were set up in 2010 with a remit to apply

insights from behavioural science to policy


First

example:

increasing

organ

donation



1. Control 2. Norm

3. Norm & Picture 4. Norm & Logo


5. Three Die 6. Nine Lives

7. Reciprocity 8. Action


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


Group of people

4. Norm & Logo Every day thousands of people who see


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.


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


Employment trials


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


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


Loughton trial – implementation intentions


Loughton trial – positive psychology


Loughton trial – preliminary results

57% 56% 58% 61%53%

69% 66% 65%

April May June July August

Control

Treatment


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


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%


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


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 %


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 %


Tiina Likkiwww.behaviouralinsights.co.uk

Documents

Applying Behavioural Insights - Learning and Work Institutestats.learningandwork.org.uk/events_presentations... · © Behavioural Insights ltd Loughton trial –how the randomisation