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UnderstandingBehavioural Insights
What is Behavioural Insights?
Behavioural Insights (BI) draw from behavioural economics, sciences, and psychology to explore how people make decisions, often influenced by cognitive biases rather than purely rational thought. Pioneered by researchers like Daniel Kahneman, Richard Thaler, and Cass Sunstein, these disciplines reveal that our choices are frequently swayed by various biases.
For instance, common biases include confirmation bias, where we seek information that supports our existing beliefs, and present bias, where we favour immediate rewards over long-term benefits.
A typical example is indulging in a slice of cake after a meal, despite knowing the potential negative effects on health—demonstrating how immediate gratification can override long-term considerations.
Similarly, parents who understand the importance of completing their child’s vaccination schedule may still miss the second vaccine appointment due to busy work schedules, even though they recognise its crucial role in long-term health.
As Kahneman insightfully noted, “We think, each of us, that we’re much more rational than we are. And we think that we make our decisions because we have good reasons to make them. Even when it’s the other way around. We believe in the reasons because we’ve already made the decisions.”
This quote highlights the gap between our perceived rationality and actual decision-making processes.
By leveraging BI, policymakers can better understand why citizens may not always act in their best interest and design interventions that effectively address these biases. For example, placing healthier food options at eye level in a cafeteria can nudge people toward better dietary choices without restricting their freedom. This approach, known as “nudging,” offers a cost-effective and practical strategy for positively influencing behaviour.
To counter common biases, one effective BI intervention is the use of SMS reminders. This method leverages our understanding of present bias to improve adherence to vaccination appointments. Recognising that people often prioritise immediate tasks over future benefits, SMS reminders provide timely prompts, encouraging immediate actions that support long-term health goals.
BI concepts enable policymakers and programme designers to craft more effective interventions. By incorporating these strategies, BI provides practical solutions for enhancing outcomes and aligning policies with real human behaviour.