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Small nudges with seismic ripple effects
The evolution of behavioural science
From pink walls to pig abattoirs: what you will learn
How should you read this book?
Chapter 1: Year of the Rabbit, London
“Why should I care about behavioural science?”
Bringing the experiments to life
Do it yourself: a toolkit for bringing behavioural science to life
#2 Bring your proof point to life
#3 Minimise deception to avoid losing trust
Chapter 2: Babies of the Borough, Greenwich, London
Creativity thrives when worlds collide
The London Riots and Babies of the Borough
A reduction in antisocial behaviour and crimes
Do it yourself: a toolkit for encouraging serendipitous collisions
#4 Step out of the echo chamber
#5 Collaborate with people who aren’t like you
#6 It’s risky, but try the crazy idea
What next for Babies of the Borough?
Chapter 3: Reducing Pickpocketing by PutPocketing, England
‘Do to think’, rather than ‘think to do’
Unintended consequences on behaviour
The opposite of pickpocketing: PutPocketing
Justifying the idea in behavioural terms
Testing a prototype for PutPockets in the real world
Do it yourself: a toolkit for bringing behavioural science ideas to fruition
#7 Store ideas and inspiration in your bottom drawer
#8 Simplify before you justify
#9 Run an experiment before involving external stakeholders
Chapter 4: Selling SIM Cards, South Africa
How do we get people to pick up more SIM cards?
A workshop to tackle the problem using behavioural science
The MINDSPACE framework
Identifying the strongest ideas
A simple change which increased SIM sales by 16%
Do it yourself: a toolkit for running a workshop to solve behavioural problems
#10 The primacy effect: start the workshop on the right foot
#11 Ambiguity aversion: give people structure for the day
#12 The recency effect: end the workshop with a positive conclusion
Chapter 5: Still or Sparkling, Paris and London
P-hacking versus growth hacking
One shot to showcase behavioural science
A quiz to reveal universal psychological biases
Increasing sparkling water sales with behavioural science
A growth hacking mindset: augmenting interventions on the fly
Do it yourself: a toolkit for convincing behavioural science naysayers, growth hacking interventions and nailing presentations
#13 Experience behavioural science on both personal and professional levels
#14 Adopt an iterative test and learn approach with your interventions
#15 Big presentation? Practice (and seeming like a prat) makes perfect
Chapter 6: Clothes Washing Habits, Thailand
Washing clothes by hand in Thailand
A fabric conditioner which saves water, time and energy
Changing clothes washing behaviour
The behavioural diagnosis
The effort heuristic
A technical bucket to increase perceived effort and efficacy
Creating the bucket
Insurmountable hurdles
Do it yourself: a toolkit for building an ecosystem of capabilities
#16 Forge connections with doers
#17 Build an ecosystem of relationships
#18 Unearth insights from specific contexts
Chapter 7: Tackling Obesity, Mexico
Changing the behaviour of an entire country
Behavioural science expertise to support a nationwide campaign
Hermosa Esperanza: an interactive TV show
Behavioural nutrition
‘Evoluplates’ to reduce default portion sizes
Three-dimensional story plates to distract children from eating vegetables
An arm-wrestling juicer to make fruit feel macho
Engaging viewers online
Big results
The behaviour change movement lives on
Do it yourself: a toolkit to drive behaviour change at scale
#19 Think big
#20 Think small
#21 Tie together the big and the small with a behavioural model
Chapter 8: From Initial Pilot to Business Growth, Scotland
The P-R-O-O-F-I-N-G ladder
P is for Pilot
R is for Recognition
O is for Operationalise
O is for Organisational-ise
F is for Future state
I is for In-house
N is for Normalise
G is for Growth
Do it yourself: a toolkit to start embedding behavioural science at scale
#22 The first rung on the ladder is critical, so prioritise getting your first proof point
#23 Climb one rung at a time
#24 Reaching the top of the ladder
Chapter 9: Reducing Criminal Reoffending, UK
Reducing criminal reoffending
Using behavioural science to improve the service user experience
Better letters
Better conversations
Empowering Ingeus to apply behavioural science themselves, through training
A better experience for customers and employees
Do it yourself: a toolkit to train your organisation in behavioural science
#25 First, soak up the free resources
#26 Then, scour open market courses
#27 Ultimately, hire a behavioural science expert
Chapter 10: Saving More Money, UK
Turning transactional calls into relational calls
Helping customers to take advantage of their ISA allowance
Why wait for a long-term outcome when you could easily measure an output?
The challenges of measuring outcomes versus outputs
A successful outcome
Do it yourself: a toolkit to help you measure the right thing
#28 Challenge your inner cognitive miser – measure the true outcome
#29 Keep the outcome simple – how much does it cost?
#30 Expect an emotional rollercoaster
Chapter 11: Designing Ethical Nudges, Scotland
From phone calls to screens: the evolution of customer service
Inherently biased choice architecture
Rebalancing the choice architecture
Treading the fine line between moral corruption and moral correctness
Do it yourself: a toolkit to design mutually beneficial and ethical nudges
#31 Does it align with your personal ethics?
#32 Does it align with your company ethics?
#33 Does it align with the wider market’s ethics?
Chapter 12: Transforming a Customer Value Proposition, UK
Tesco’s online shopping proposition
Extend handpicked invitations to the stakeholders you want involved
Involve a senior stakeholder in the organisation
Create social cohesion by articulating a common goal
Solicit a commitment to the session
Create a shared behavioural science epiphany
The more people are exposed to ideas, the more they like them
Using these principles to galvanise a multidisciplinary team
Emails optimised by a multidisciplinary team
Small tweaks, big results
Do it yourself: a toolkit to galvanise multidisciplinary teams using behavioural science
#34 Use scarcity to motivate involvement
#35 Get sponsorship from an authoritative messenger
#36 Solicit commitments to solidify involvement
Chapter 13: Ink Stamps and Clean Hands, Chile
The importance of ‘dirty consulting’
How do you get abattoir workers to wash their hands?
The site visit: a behavioural audit
The workshop: designing the intervention
Executing the idea
Intervention and measurement
Do it yourself: a toolkit for diagnosing, designing and measuring behavioural interventions
#37 Diagnose the problem with a behavioural audit
#38 Solve the problem using behavioural design
#39 Run an experiment to measure the outcome
What happened next for the handstamp?
Chapter 14: Preventing Falls with Pink Walls, London
Using behavioural science to eradicate unsafe behaviours in construction
Understanding the problem with a behavioural audit
Using behavioural insights to design safety nudges
The Cool Canteen: a space designed to reduce testosterone
The GoldCard reward scheme
The Weekly Walkround: spending some time in the shoes of a supervisor
Measuring the impact, whilst avoiding the Hawthorne effect
Step-changing results
Do it yourself: a toolkit for applying behavioural science to your world
#40 Follow points 1–39
Conclusion: It’s over to you
Repeatability, rather than replicability
The future of applied behavioural science
Your toolkit for using behavioural science in business
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
April
