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HOW BEHAVIORAL INSIGHTS CAN IMPROVE WICUsing Behavioral Science in Your Everyday Work
April 23, 2018
Dani Grodsky & Antonia Violante - ideas42
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AGENDA
• What is ideas42 and behavioral science?
• The context of chronic scarcity
• Case Study: Our work in California
• Next steps for behavioral science and WIC
• Q&A
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AGENDA
• What is ideas42 and behavioral science?
• The context of chronic scarcity
• Case Study: Our work in California
• Next steps for behavioral science and WIC
• Q&A
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We use theories of behavioral science and psychology to design solutions to some of the
world’s most persistent social problems.
What is ?
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WE WORK WITH A WIDE RANGE OF PARTNERS
Non-profits Governments Foundations Business
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LET’S START WITH A GAME…
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YOU HAVE ONE JOB…
Say out loud the color of the shape you see on the screen.
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BLUE
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STANDARD DECISION MAKING MODEL
Decision Action OutcomeDo I want outcome X? What action must I
take?Outcome X occurs or not.
A
B
Yes
No
Yes
No
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BEHAVIORAL DECISION MAKING MODEL
Decision Action OutcomeDo I want outcome X? What action must I
take?
Yes
No
I don’t know
How difficult is it?
Will it take long?
Am I in the mood?
What’s everyone else doing?
Can I just do it tomorrow?
Was I already “good” today? ?
?
?
Outcome X occurs or not.
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WHO ARE WE, REALLY?
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WHO ARE WE, REALLY?
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AGENDA
• What is ideas42 and behavioral science?
• The context of chronic scarcity
• Case Study: Our work in California
• Next steps for behavioral science and WIC
• Q&A
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They have no patience
They are a bad driver
They don’t care about the safety others
They have a pregnant woman going into labor in the back seat
IMAGINE…
As you come to a stop at a red light, you see a car on the other
side of the street go right through the light. What might you think
about this person?
Fundamental Attribution Error
✓
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WHAT’S THE MOST EFFECTIVE WAY TO HELP?
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© 2018 ideas42 20© 2017 ideas42
Our unofficial motto:
Context Matters
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CONTEXT HAS MULTIPLE MEANINGS
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KEY INSIGHT: LIVING IN POVERTY = LIVING IN CHRONIC SCARCITY
When we’re short on a resource…
…we tend to tunnel on our most urgent task.
Can be helpful in the short term!
But dangerous when chronic.
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THE TUNNEL
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MEASURING SCARCITY’S IMPACT ON THE BRAIN
Mani, A., Mullainathan, S., Shafir, E., and Zhao, J. (2013) Poverty Impedes Cognitive Function. Science, 341 (6149)
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MEASURING SCARCITY’S IMPACT ON THE BRAIN
0
0.1
0.2
0.3
0.4
0.5
Rich Poor
Easy (cheap)
Hard(Expensive)
RAVEN’S MATRICES
High Income Low Income
$300
$3,000
Mani, A., Mullainathan, S., Shafir, E., and Zhao, J. (2013) Poverty Impedes Cognitive Function. Science, 341 (6149)
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POVERTY ≠ PERSONAL FAILING
POVERTY ≠ CULTURAL PATHOLOGY
POVERTY = CHRONIC SCARCITY
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HOW TO ALLEVIATE THE CONTEXT OF SCARCITY
3 design principles and
15 recommendationsfor reducing the bandwidth
tax and addressing the context of poverty
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THE THREE DESIGN PRINCIPLES
Cut the Costs
Create Slack
Reframe and Empower
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WIC NATURALLY SUPPORTS FAMILIES LIVING IN CHRONIC SCARCITY…
WIC provides invaluable support by:
• Reducing the burden of selecting and buying health food
• Providing free expert nutrition and breastfeeding support
• Giving information about and referrals to other local services
Families living with many scarce resources need to:
• Figure out which foods are good for a growing child
• Find the money to purchase these healthy items
• Discover (and potential pay for) a trusted source for nutrition and breastfeeding information
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Carlson, S., Neuberger, Z., Rosenbaum, D. (2015) WIC Participation and Costs are Stable. Center on Budget and Policy Priorities.
Jacknowitz, A., Tiehen, L. (2010) WIC Participation Patterns: An Investigation of Delayed Entry and Early Exit. ERS Report Summary.
BUT MANY ELIGIBLE FAMILIES STILL MISS OUT ON ALL THE BENEFITS WIC HAS TO OFFER
• Fewer than 65% of eligible families access the program
• Many families exit WIC while they are still eligible
• Participants don’t use all the resources WIC offers (like breastfeeding support)
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AGENDA
• What is ideas42 and behavioral science?
• The context of chronic scarcity
• Case Study: Our work in California
• Next steps for behavioral science and WIC
• Q&A
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• 3 WIC agencies in San Jose, CA
• Over 60 interviews with staff, current and past participants
• Expert interviews with over a dozen people in government, academia, nutrition and community outreach
• Site visit observations
PHASE 1: UNDERSTANDING WIC THROUGH THE LENS OF BEHAVIORAL SCIENCE
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• 3 WIC agencies in San Jose, CA
• Over 60 interviews with staff, current and past participants
• Expert interviews with over a dozen people in government, academia, nutrition and community outreach
• Site visit observations
PHASE 1: UNDERSTANDING WIC THROUGH THE LENS OF BEHAVIORAL SCIENCE
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PHASE 1: RECOMMENDING 40+ DESIGN IDEAS
Create Slack
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Retention past first birthday
Breastfeeding continuation
Appointment attendance
PHASE 2: APPLYING BEHAVIORAL SCIENCE TO PRIORITY ISSUES
Northern California:
Santa Clara County WIC
Southern California:
Watts Healthcare Corporation WIC
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Retention past first birthday
Breastfeeding continuation
Appointment attendance
PHASE 2: APPLYING BEHAVIORAL SCIENCE TO PRIORITY ISSUES
Northern California:
Santa Clara County WIC
Southern California:
Watts Healthcare Corporation WIC
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PHASE 3: HOW WILL WE KNOW IF THESE MAKE A DIFFERENCE?
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AGENDA
• What is ideas42 and behavioral science?
• The context of chronic scarcity
• Case Study: Our work in California
• Next steps for behavioral science and WIC
• Q&A
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NEXT STEPS FOR BEHAVIORAL SCIENCE AND WIC
The WIC Shopping Experience
• Adoption and use of EBT
• Easier and more consistent purchase of WIC eligible items
Making Education Stick
• Environment and tools most conducive to learning
• Adoption and use of online or mobile education
Addressing Individual Risk
• Effective and personalized support for those at high risk of early drop out
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BEHAVIORAL SCIENCE RESOURCES
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Questions
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Contact Information:
Dani Grodsky – [email protected]
Antonia Violante- [email protected]