2. Strategy in 5
1. Define the behaviouralgoal.
2. Paint a vivid picture of your target group.
3. Formulate the keyinsight.
4. Present the idea.
5. Sell the idea. Tell me whyitwillwork.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
3. 1. Define the behavioural goal
Thoughtstarters
− What behaviour exactly do you want to change?
− Is it a new behaviour? Trial?
− Do you want to increase or stop existing behaviour?
− Is it a slight change in behaviour or major turn around?
− Is it for once, daily, for ever, …
− Make sure you get focus here!
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
4. 2. Paint a vivid picture of your target group
Thoughtstarters:
− Who are they?
− What role do they play in relation to this subject?
− What is on their mind?
− What is their (expected) attitude towards the subject and the desired
behaviour?
− Make them as real as possible!
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
5. 3. Formulate the keyinsight.
Thoughtstarters:
− What keeps them from doing it now?
− What do they get out of the present behaviour?
− What triggers the behaviour?
− Is there a behavioural pattern? Are there any habits you can work
with?
− Be as concrete as possible!
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
6. 4. Present the idea!
Thoughtstarters:
− What is the essence of the solution?
− How is it going to work?
− Can you show it?
− Does it look and feel smart?
− Make it inspiring and emotionally convincing
− It can be anything, not just communication
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
7. 4. Sell the idea!
Thoughtstarters:
− Why will it work?
− What behavioural rational is there? Use of habits, automation, social
pressure, commitment, loss aversion, …
− Make it rationally compelling!
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
8. My Checklist
− Coherence and Cognitive ease:
− is there an inevitable logic between the 5 steps?
− Behavioural mechanism
− Does it tap into an effective behavioural insight?
− Imaginative and inspiring:
− Is there an original thought, made concrete and triggering?
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
9. For Example: ‘Slowdownapp’
(in short)
1. Define the behavioural goal
− Makepeople stick to the speed limit
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
10. Example in short: ‘Slowdownapp’
2. Paint a vivid picture of your target group
− Young drivers, not open to be ‘responsible’
− Prettyfearless and getcarriedawayeasily
− Speeding is oftenautomatic.
− They live withmusic. Certainly in the car
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
11. Example in short: ‘Slowdownapp’
3. Formulate the keyinsight.
− Playingmusicinfluencestheirdriving speed.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
12. Example in short: ‘Slowdownapp’
4. Present the idea, the solution.
− The slow down app.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
13. Example in short: ‘Slowdownapp’
5. Sell the idea, Tell me whyitwillwork.
− Itworksautomatically.
− Itusesearlycommitment
− Itbuildsonanexistinghabit/conditionedbehaviour
− It’s for free
− It’s kind of cool.
− It has high talkability: viral.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
15. Case 1 Wasting Food
− Dutch households throw away 8% of their food. That is: not counting
the peels and bones. We’re talking of food that is still edible: left-
overs, groceries we bought but don’t use, and so on. What a waste!
The Challenge:
− How could you help the Dutch Government to reduce the amount of
edible food Dutch households throw in the bin, on a daily basis.
Note:
− Don’t bother about the restaurants, catering and hotels
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
16. Case 1 Wasting Food (additional information)
− Per person we waste over 40 kilo of food per year, that’s 135 Euro per
person, or: more than 300 Euro per household.
− Besides a waste of money it’s also a waste of energy. The energy it
took to get the food on your plate.
− Mostly it concerns: milk and dairy-products, bread and pastry,
vegetables and fruit.
− Reasons? We buy too much, we don’t store it well enough, we don’t
know what to do with left-overs, we think left-overs are not healthy,…
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
18. Case 2 Lazy Money
− Interest rates are low, our financial futures are uncertain. Stock
markets feel like casino’s and banks are after your money to pay
their bonuses. Not the ideal climate to ask people to put more money
into their saving accounts. Or is it? A lot of households do have quite
some money on their current accounts at an interest rate of 0%!
The Challenge:
− Advice your client (a bank) how to make their customers transfer
their balance surplus at their current account to their saving account.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
19. Case 2 Lazy Money (additional information)
− Focus on existing clients (or a smaller segment within).
− On average their current account balance grows with 150 Euro at the
end of every following month, not including the extra holiday money
in May and the ’13th month-salary’.
− The clientbase is around 5 million.
− They are rather conservative in taking risks.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
21. Case 3 Car Maintenance
− Peugeot wants to increase the number of visits to the Peugeot-
garage. It’s strengthens the relationship with the client, it’s good for
the car an it’s an opportunity to make money. But people tend to
postpone maintenance to their car: it ‘s a lot of trouble, the costs you
will feel directly in your wallet, but you’ll never know how much
money youdidsafe. So, we rather wait until it breaks down.
The Challenge:
− How to get (more) Peugeot drivers to the Peugeot-maintenance
service more often?
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
22. Case 3 Car Maintenance (additional info)
− Like other car brands, Peugeot has introduced the Summer- and
Wintercheck. People want to leave well-prepared on their 1000+km
trip on the route Soleil and don’t want to have their holidays spoiled
because of car problems. Furthermore, by positioning this check-up
as part of the holiday preparation it could fall into another ‘mental
account’. It’s up to you if you want to build further on these existing
holiday-checks or come up with something entirely different.
− A typical maintenance service checks the car on 28 points and will
cost you 19 Euro.
− Owners of a 4+ year old Peugeot are the main target group
− There is a database of their addresses.
MasterBehavioural Economics
ErasmusUniversity Rotterdam
19november2012
