Behavioral Insights Approach
The behavioral insights approach to process improvement is a method that uses behavioral sciences to understand how people make decisions and act on them. The goal is to improve the design of programs and policies by taking into account a deeper understanding of human nature.
Behavioral insights draws from a variety of disciplines, including psychology, neuroscience, and behavioral economics. It's based on the idea that people don't always make decisions that are in their best interests, and that factors like peer pressure, expediency, and marketing can influence their choices. Some examples of behavioral insights interventions include:
- Simplification: Make the process easier rather than difficult
- Personalization: Use messaging that speaks directly to your targeted audience's interest
- Social norm comparison: Demonstrate that most people prefer the desired outcome
- Making default options the desired choice: Promote the process path of least resistance and decision making
- Redesign the format of communications: Make it timely, easy to understand, and actionable
Behavioral insights can be used to: Improve the effectiveness of public policy, humanize public policies, Improve government interaction, achieve positive outcomes, and create a bridge between information and results.
Behavioral insights encourage the use of robust evaluations, such as randomized control trials, to test what works.
Contact the
Organizational Performance Program Manager to learn more about our process improvement program.