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Oliver Hauser on the Behavioural Insights Team, a talk at the Berkman Center at Harvard
- 1. Applying Behavioural Insights Oliver Hauser © Behavioural Insights ltd
- 2. © Behavioural Insights ltd Roadmap 1. What is/are Behavioural Insights? 2. Who I am & the Behavioural Insights Team? 3. EAST principles 4. Examples of Behavioural Insights in practice
- 3. © Behavioural Insights ltd
- 4. 1. Was Mahatma Gandhi older or younger than © Behavioural Insights ltd 100 years old when he died? 2. How old was Mahatma Gandhi when he died?
- 5. 3. Was Albert Einstein older or younger than 50 © Behavioural Insights ltd years old when he died? 4. How old was Albert Einstein when he died?
- 6. 5. You want to buy a toaster that costs $100. You are told that the same toaster is being sold for $50, but it is a 20 minute drive away. Would you travel to get the discounted toaster? 6. You want to buy a television that costs $3,000. You are told that the same television is being sold for $2,950, but it is a 20 minute drive away. Would you travel to get the discounted television? © Behavioural Insights ltd
- 7. © Behavioural Insights ltd About the team Originated in No. 10 Downing Street / Cabinet Office Now a social purpose company with Cabinet Office and Nesta Policy Areas and Research Team: balance between policy specialists and academics
- 8. © Behavioural Insights ltd Press coverage
- 9. © Behavioural Insights ltd Academic Advisory Panel Richard Thaler Chicago Booth Business School Nick Chater Warwick Business School Theresa Marteau University of Cambridge Gus O’Donnell Former Cab Sec, Economist Dan Goldstein London Business School Maurice Biriotti CEO of SHM Peter John University College London Peter Tufano Oxford Saïd Business School George Loewenstein Carnegie Mellon
- 10. © Behavioural Insights ltd Research Fellowship • Research Fellow at the Behavioural Insights Team • Expertise: Prosociality & charitable giving • Ph.D. student at Harvard University, USA • Research as a tool for innovation: • Helps the team & client to stay at the forefront • Use robust methodology to evaluate outcomes: ‘what works’ • “Fail often to succeed sooner” (IDEO): test small & robustly, then scale • Publishing research in peer-reviewed journals (e.g. Hauser et al. Nature 2014)
- 11. EASY ATTRACTIVE TIMELY © Behavioural Insights ltd SOCIAL
- 12. © Behavioural Insights ltd We ran a trial on the ‘Tax Return Initiative’ with HM Revenue & Customs Webpage Direct to form
- 13. © Behavioural Insights ltd Removing small frictions seems to make a disproportionate difference 19.2% 23.4% Webpage Direct to Form
- 14. Control Treatment © Behavioural Insights ltd
- 15. EASY ATTRACTIVE TIMELY © Behavioural Insights ltd SOCIAL
- 16. © Behavioural Insights ltd Charitable investment bankers
- 17. © Behavioural Insights ltd Proportion donating a day’s salary to charity 5% 7% 11% 12% 17% Control Group Celebrity Sweets Personal email Sweets + Personal
- 18. © Behavioural Insights ltd Our trial raised £500,000 in one day.
- 19. EASY ATTRACTIVE TIMELY © Behavioural Insights ltd SOCIAL
- 20. © Behavioural Insights ltd Nine out of ten people pay their tax on time.
- 21. © Behavioural Insights ltd Social norms to increase tax payment rates within 23 days (1 month) 33.6% 35.1% 35.9% 37.2% 39.0% Control UK Norm Local Norm Debt Norm Local + Debt Norm
- 22. EASY ATTRACTIVE TIMELY © Behavioural Insights ltd SOCIAL
- 23. © Behavioural Insights ltd
- 24. 1. Control 2. Norm 3. Norm & Picture 4. Norm & Logo © Behavioural Insights ltd
- 25. 5. Loss Frame 6. Gain Frame 7. Reciprocity 8. Call to Action © Behavioural Insights ltd
- 26. Name Message Image 1. Control 2. Norm Every day thousands of people who see © Behavioural Insights ltd this page decide to register. 3. Norm & Picture Every day thousands of people who see this page decide to register. Group of people 4. Norm & Logo Every day thousands of people who see this page decide to register. 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.
- 27. © Behavioural Insights ltd 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
- 28. Randomised controlled trials Behavioural insights ATTRACTIVE TIMELY SOCIAL © Behavioural Insights ltd EASY
- 29. Oliver Hauser www.behaviouralinsights.co.uk © Behavioural Insights ltd