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TRANSCRIPT
Nudging for good: applying
behavioural insights to culture
change
Dr Tiina Likki - [email protected]
Career Development Roundtable, St Gallen
Monday 9 December 2019
What we will cover today
1. Introduction to behavioural insights
2. How behavioural scientists think about culture change
3. Introduction to EAST - our behaviour change framework
4. Examples of BIT’s work
5. How behavioural science can help you
6. Q&A
Discuss with the person next to you
1. What are you hoping to get
out of this session?
2. What are the 2-3 key
challenges you’re trying to
tackle in your organisation?
Introduction to behavioural insights
Would you travel to save money?
You want to buy a drone that costs 3,000 euros. You are told that the same drone is being sold for 2,950 euros, but it is a 20-minute walk away.
Put your hand up if you would travel to get the discounted
drone?
You want to buy a toaster that costs 100 euros. You are told that the same toaster is being sold for 50 euros, but it is a 20-minute walk away.
Put your hand up if you would travel to get the discounted toaster?
What profession is Ben most likely to be employed
in?
Ben is:
▪ Male
▪ 33 years old
▪ Australian
▪ Hard working
▪ Enjoys outdoor activities
▪ Works well
independently
▪ Morning person
Manufacturing
Health and
Social Care
Waste management
We need to think differently about behaviour
7
Daniel
Kahneman,
Nobel Laureate
System 1
Fast thinking/Automatic
intuitive, effortless
2x2
Taking your daily
commute
System 2
Slow thinking/Reflective
deliberate, analytic
24x17
Planning a trip overseas
© The Behavioural Insights Team 7
What are behavioural insights?
Behavioural insights are empirical findings
about human behaviour
that can be used to make public policy more effective
Tested and shown
to be effective
Not attitudes or
beliefs
Applicable for improving
policies and services, as
well as organisations
Behavioural science is all around us (and
has been for some time)
9
The Behavioural Insights Team
© Behavioural Insights ltd
• We are a global social purpose company that was born
inside the UK government to apply behavioral insights
• We have more than 180 dedicated behavioral science
professionals, with offices in London, NYC, Sydney, New
Zealand, Singapore, and Manchester
• We have run over 500 behavioral insights projects
• We have trained over 10,000 practitioners and civil
servants in behavioral insights
• We work directly with public and private sector organisations,
governments, and international organisations to achieve
social value.
BIT combines behavioural science with rigorous evaluation
© The Behavioural Insights Team
Behavioural Science Rigorous Evaluation
The study of how humans
make choices and behave
in real-world contexts
Investigating the
connection between
treatment and outcomes
Behavioural science and culture
change
How behavioural scientists think about culture
change
Mindsets
Behaviours
Culture
Intention
- action
gap
“It’s often simpler to
change environments than
to change mindsets.”
Prof. Iris Bohnet,
Harvard Kennedy
School
Leibbrandt, A., & List, J. A. (2014). Do women avoid salary negotiations? Evidence from a large-scale natural field
experiment. Management Science, 61(9), 2016-2024.
Salary is ‘negotiable’
22% of men negotiate
23.9% of women negotiate
No information
10.6% of men negotiate
8.2% of women negotiate
Our framework for applying
behavioural insights
Applying behavioural insights
EAST
Framework
www.bi.team
Easy
Timely
Social
Attractive
EAST: Make it Easy
Make it easy
Set intelligent
defaults
Reduce the
hassle
Simplify
messages
Easy
Timely
Social
Attractive
EAST: Make it attractive
Make it attractive
Attract
attention
Personalise
experience
Provide rewards &
incentives
EAST: Make it social
Easy
Timely
Social
Attractive
Make it social
Highlight helpful
social norms
Leverage key
messengers and
networks
Use reciprocity
effects
EAST: Make it timely
Easy
Timely
Social
Attractive
Make it timely
Consider the
immediate costs and
benefits
Help people plan
their response to
events
Prompt people when
they are likely to be
most receptive
Examples of our work using
behavioural insights to change
workplace behaviour
How can we break
the habit of over
prescribing
antibiotics?
Information on prescription rates hard to access
“Warning: Large file
size (over 1GB). Each
monthly data set is
large (over 4 million
rows)”
We sent letters directly to GPs with social norm information
Antibiotics: https://www.bi.team/blogs/1516/
“The great majority (80%)
of practices in
Birmingham & the Black
Country prescribe fewer
antibiotics per head than
yours.”
Behavioral insights harnessed
Personalise
information, specific
to their GP practice
Highlight helpful
social norms
Leverage key
messengers and
networks
The letter reduced antibiotic prescribing rates
n=1,581
100
110
120
130
140
150
160
September(pre)
October November December January February March April (post)
Antibio
tic ite
ms d
ispensed p
er
1000 w
eig
hte
d
popula
tion
Month
Control Treatment
The difference disappeared when the control group
also received a letter
100
110
120
130
140
150
160
September(pre)
October November December January February March April (post)
Antibio
tic ite
ms d
ispensed p
er
1000 w
eig
hte
d
popula
tion
Month
Control Treatment
n=1,581
The usual approach to antibiotic stewardship…
How can we break
the habit of 9-5
working?
Changing practices: defaults, messengers and competition
Update default
times in calendars
Influence the
influencers
Create some healthy
competition
Behavioral insights harnessed
Personalised
feedback on
performance
Set intelligent
defaults (in
calendars)
Leverage key
messengers &
networks through
managers & inter-team
competition
7.1-percentage-point decrease in the number of peakarrivals and departures.
How to increase
the availability of
flexible jobs?
Prompted choice
A random half of our sample received prompted choice
Behavioral insights harnessed
Reduce the
hassle
Prompt people when
they are likely to be
most receptive
Job adverts in the treatment group
Impact of prompted choice on the share of job adverts
offering flexible working
Impact of flexible working in job adverts on number of
applicants
Increasing
physical activity in
the workplace
Team name.
Two top performing
individuals.
Distance from first, and
competitor.
Rank and steps.
Decreasing inactivity
Behavioral insights harnessed
Personalise
information, specific
to the team
Leverage inter-team
competition
8,842 steps9,536 steps
N=4,448
*p < 0.05,
** p < 0.01,
*** p < 0.001
Generic
leaderboard
Personalised
feedback
Those who
received the
personalised
feedback
took 694
steps a day
more than
those who
received the
generic
leaderboard
feedback
(8 per cent
increase).
Effect of performance feedback on daily steps
N=4,448
p < 0.05,
** p < 0.01, *** p < 0.001
The
personalised
feedback
had the
least effect
on those
who had
been most
active
during the
October
challenge
The personalised
feedback had the
greatest effect
on those who had
been the least
active during the
October challenge
Greatest effect on the least active
How can behavioural insights
can help you?
BIT projects use our TESTS methodology
Target
Explore
Solution
Trial
Scale
Define the problem and determine the measurable target
outcomes
Map relevant behaviours and the wider context
Consider and design the intervention(s)
Design and launch trial, evaluate, learn and adapt
Increase adoption of effective interventions
© The Behavioural Insights Team
Target: Defining the problem
● How to reduce stress and burnout among staff?
● How to increase the proportion of women in senior roles?
● How to reduce bias in hiring and selection?
Make it specific and measurable:
who, what, where, when?
Explore: deeply understand behaviours
Data
science
People
surveys
Process
reviews
Observati
on
Focus
groups,
interviewLiterature
Solution: Apply EAST
EASY
Set intelligent defaults
Reduce the hassle
Simplify messages
ATTRACTIVE
Attract attention
Personalise experience
Provide rewards and
incentives
SOCIAL
Highlight helpful norms
Leverage key messengers
and networks
Use reciprocity effects
ATTRACTIVE
Consider immediate costs and
benefits
Help people plan their response
Prompt when likely to be most
receptive
Solution: Changing workplace culture
Unfreeze Change Refreeze
Disrupt existing habits Make the change EAST Embed and sustain the
change● Disrupt to get change started
(can include healthy competition)
● Connecting staff with the 'why'
(Buddying with frontline staff;
Exposing staff to beneficiaries)
● Make the change as easy as
possible (use EAST)
● Provide role models
● Give autonomy, mastery and
belonging
● Provide feedback
● Make sure the right leadership
and structures are in place
● Say thanks
The Behavioral Insights Team© Behavioural Insights ltd
The importance of
evaluation
“Many past visitors have removed petrified wood from the Park, changing the natural state of the
Petrified Forest.”
Social norms are an effective behavioural lever, right?
“Please don’t remove
the petrified wood from
the Park in order to
preserve the natural
state of the Petrified
Forest.”
The amount of wood taken from the forest was
reduced with the second sign
2.9%
7.9%
1.7%
Control Descriptive Norm Simple request
10.30 – 11.45:
Gender equality and
beyond - using behavioural
science and evidence-
based practices to improve
diversity and inclusion
Tomorrow: Behavioural insights and D&I
Effective actions
Promising
actions
Actions with
mixed results
