More Related Content Similar to Keynote #2 applying behavioural insights to public policy by Rory Gallagher (20) More from ux singapore (20) Keynote #2 applying behavioural insights to public policy by Rory Gallagher5. © Behavioural Insights ltd
Memory test: How did you do?
1. Apple
2. Policeman
3. Cake
4. Helicopter
5. Doctor
6. Cow
7. Golfer
8. France
9. Music Notes
10. Wheat
11. Washing
Machine
13. Money
14. Clock
15. Dog
7. © Behavioural Insights ltd
System 1
Fast thinking/Automatic
intuitive, effortless
2x2
Taking your daily commute
System 2
Slow thinking/Reflective
deliberate, analytic
24x17
Planning a trip overseas
“It turns out that the environmental effects on behavior
are a lot stronger than most people expect”
Daniel Kahneman
We need to think differently about behaviour
10. © Behavioural Insights ltd
Proximity and visibility
3.1
4.6
5.6
7.7
"far" and not
visible
Close and not-
visible
Far and visible Close and Visible
Number of Sweets Consumed
12. © Behavioural Insights ltd
Applying Behavioural Insights in government
Behavioural
Insights
Psychology
Economics
Cognitive
Sciences
Methods
eg ethnography
& RCTs
Understanding how people behave in practice, so
that we can design better policies & services
= Human centric services
13. © Behavioural Insights ltd
Both BehaviouraI Insights and Design Thinking support the
development of more human-centric services
Behavioural
Insights
Design
Thinking &
UX
Human –
centric
services
14. © Behavioural Insights ltd
BI: more nuanced understanding of human behaviour and
additional tools for policymakers
Regulation
Incentives
Information
Behavioural
Insights
15. © Behavioural Insights ltd
“Our government will find intelligent ways to
encourage, support and enable people to
make better choices for themselves.”
19. © Behavioural Insights ltd
Now 80+staff in 5 offices – London, Manchester, Sydney, NY,
and now … Singapore
21. © Behavioural Insights ltd
Guatamala:
Guatamalan tax
administration
UK: (i) The Behavioural
Insights Team (BIT) & (ii)
nudge units in 10 departments
Singapore: (i) Prime
Minister’s Office (ii)
Ministry of Manpower
iii) MHA + transport, HDB,
HPB etc
‘Nudge Units’
around the world
Denmark: The Danish
Nudging Network
Norway:
Greenudge
Finland: Prime
Minister’s Office
Sweden: Swedish
Nudging Network
Netherlands: (i) Ministry of
Economic Affairs & (ii)
Ministry of Infrastructure &
the Environment
Canada:
Policy
Horizons
Canada
Chicago: Chicago
Nudge Unit
US: White House Social and
Behavioral Sciences Team
NYC: (i) BIT
North America
& (ii) ideas42
Commonwealth
Government: BETA
Sydney: (i) BIT
Australia & (ii)
Behavioural
Insights Unit, New
South Wales
European
Commission:
Behavioural Science
and Foresight TeamWorld Bank:
Development Report
and behavioural trials
OECD:
Behavioural
science
coordination
Germany:
Chancellor’s Office
Moldova: UNDP/BIT
collaboration
Jamaica: Finance
Ministry (UNDP/BIT) Rio de Jeneiro:
Mayor’s Office
Mexico:
President’s
Office
Victoria: DPC
NZ?
22. © Behavioural Insights ltd
We have collaborated with a wide range of government
agencies in Singapore
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28. © Behavioural Insights ltd
Easy: Auto-enrolment in pensions
61%
83%
44%
76%
Before auto-enrolment After auto-enrolment
Large
employers
Medium
employers
22 percentage
point increase
32 percentage
point increase
29. © Behavioural Insights ltd
5.4 million people
automatically enrolled so far
…
…once fully rolled out:
8-9 million people
£11 billion additional savings
Easy: Auto-enrolment in pensions
31. © Behavioural Insights ltd
Easy: The new reminders did not increase payment rates
0 10 20 30 40 50 60 70 80 90 100 110 120
No. of days after letter sent
1st Reminder 2nd Reminder
33. © Behavioural Insights ltd
Easy: This was effective even in older age groups
46%
23%
15%
6% 6% 5%
71%
53%
35%
26%
21% 20%
25-34 35-44 45-54 55-64 65-74 >75
37. © Behavioural Insights ltd
Attractive: Changing prices of soft drinks in vending machines
49.1%
44.1%
Standard pricing 20% red drink price increase
40. © Behavioural Insights ltd
Innovative use of data: reducing anti-microbial resistance by
targeting over-prescribing GPs
100
110
120
130
140
150
160
July August September October November December January February March
Antibioticitemsdispensedper1000weightedpopulation
(3,300GPs)
Control Treatment
43. © Behavioural Insights ltd
Two different conversations between a parent and child
What
homework do
you have this
weekend?
Not much,
couple of
small things.
Usual really.
Conversation 1 (no text condition) Conversation 2 (text condition)
So you have a
Maths test on
Friday. How
much revision
will you need
to do?
44. © Behavioural Insights ltd
The impact of pre-informing parents about upcoming tests
• Texting parents about a Maths
test improved grades by the
equivalent of 1 month of
schooling
• Effect for bottom ability
quartile was twice as big
• The intervention created
demand for its repetition:
treatment group pupils more
likely to say ‘text my parents
next time’
46. © Behavioural Insights ltd
We started in
Loughton JCP and co-
designed
interventions with front
line staff
Combining EAST: Loughton JCP trial
47. © Behavioural Insights ltd
Increase in job seeker being off benefits at 13 weeks
51%
60%
Control Treatment Treatment Adjusted
4% Benefit
history
difference
5%
Treatment
effect
48. © Behavioural Insights ltd
BIT
Coach
JCP
Trainer
JCP
Trainer
JCP
Trainer
JCP
Trainer
JCP
Trainer
JCP
Trainer
JCP
TrainerDeveloped a training
model in NE England.
And rolled it out
nationally to 25,000
workers
Successfully replicated and
adapted in both Singapore and
Australia
Rolled out across the UK
50. © Behavioural Insights ltd
With similarly impressive results
32%
49%
Control Intervention
This translates to about 4,000 more job seekers
per year finding jobs within 3 months
52. © Behavioural Insights ltd
Data and personalisation
37.8
32.9
34.6
37.8
42.4
39.3
42.5
39.3
40
36.8
31.9
25.7
39.4
34.2
35.9
39.9
44.1
47
39.4
35.4 35.5
39.4
45.9
56.3
Bottom
quartile
2nd quartile 3rd quartile Top quartile Top 5% Top 1%
Control Minority norm
Gain-framed public services Loss-framed public services
Minority norm effective Minority norm
backfires
55. © Behavioural Insights ltd
Stronger together
Re-framing problems
Qual & quant data
User & systems focus
Test, learn, adapt
Behavioural
Insights
Design
Thinking &
UX
Human –
centric
services