applying behavioural insights to policy · theresa marteau (cambridge) peter john (ucl) nick chater...
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Behavioural Insights
Team
Applying behavioural
science to policy
Michael Sanders
Research Fellow
Behavioural Insights Team
DFID presentation, June 12, 2012
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2 Sources:
Since 2008 …
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3 Sources:
And in government…
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4 Sources:
MINDSPACE
Messenger
Incentives
Norms
Defaults
Salience
Priming
Affect
Commitment
Ego
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5 Sources: 5
Norms – reducing energy use
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6 Sources: 6
Defaults – registering as an organ donor
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7 Sources:
Signed at
beginning of form
Signed at
end of form
A study in the US
found that moving
signature boxes to
the beginning of
application forms
primed customers to
increase self-
reported miles
driven by 10%.
Priming – signing up front & honesty
Shu et al. (2011). When to sign on the dotted line? HBS Working Paper
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8 Sources:
Behavioural Insights Team
Coalition Agreement, 2010
“Our government will be a much
smarter one... finding intelligent
ways to encourage, support and
enable people to make better
choices for themselves.”
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The Behavioural Insights Team
BIT
David Halpern
(Director)
+ 7
Advisory Panel
Gus O’Donnell (Chair)
Richard Thaler (Chicago)
Peter Tufano (Oxford)
Theresa Marteau
(Cambridge)
Peter John (UCL)
Nick Chater (Warwick)
Dan Goldstein (LBS)
Steering Board
Sir Jeremy Heywood (Chair)
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UNCLASSIFIED 10
Media - wary early on
“David Cameron’s
Vanity Project”
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Media has become supportive
UNCLASSIFIED
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A beginning, middle and an end...
Here is my fantasy. We
sack the Behavioural
Insights Team.
The first good trials in
UK politics for many
years may be about to
come out of the
wackiest and most
voguish corner of
government.
What’s more, they’ve all
been run by a small
group of very smart
people running out of the
Cabinet Office, who
have quietly set up what
is effectively a
randomised trials unit in
government.
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13 Sources:
What do we do?
Evidence Policy
• Applying behavioural science to policy design
Policy trials: test. learn. adapt
• Testing what works in the field
• Often in partnership with business & local govt
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14 Sources:
Testing it out in the field
INTERVENTION
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15 Sources:
Testing it out in the field
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16 Sources:
Testing it out in the field
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17 Sources:
Speeding up tax repayment rates
BIT, 2011
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18 Sources:
Boosting repayment rates of court fines
BIT, 2011
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19 Sources:
Improving DVLA relicensing rates among
persistent offenders
BIT, 2012
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20 Sources:
Installation of loft insulation relative to control
BIT, 2012
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21 Sources:
Test, Learn, Adapt
BIT, 2012
•Published last week
• Collaboration with Ben
Goldacre and Professor
David Torgerson
• Nine key steps to setting
up a low cost, rigorous field
trial
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22 Sources:
Find out more about our work
BIT, 2011