Mindset. Embrace the unknown
Method. As we begin our behavioural innovation journey, we get comfortable stating things we know and things we don’t know. When we see missing pieces in our puzzle, we can better understand our blindspots.
Conducting field interviews, desk research, literature reviews and in-situ observations are useful research tools to help us fill in the gaps.
Check-in guide. What assumptions, biases and worldviews are we bringing in? Who is missing from this conversation?
Step 0
Start your project
BEHAVIOURAL SCIENCE TOOLS
Canvas. 5Ws for behaviour change
Use cases: Start exploring behavioural science projects
Material: Canvas
Recommended time: 30 min to 1 hour
Participants: Core team
Behaviour - (i) Secure acceptance when targeting behaviours, (ii) Beware not to simplify behaviour too much, (iii) Observe the limits of behaviour change interventions.
Analysis - (i) Seek ethical approvals and competencies where necessary, (ii) Consider what guidelines must be followed when studying behaviour up close, (iii) Only collect data that is necessary and ensure secure handling.
Strategy - (i) Prioritise transparency, (ii) Offer target audiences an option not to participate, (iii) Ensure the intervention serves wellbeing for all, (iii) Ensure audiences are not being held responsible for consequences that they did not consciously select.
Interventions - (i) Be aware that interventions unavoidably intervene in people’s lives, (ii) Consider whether legal permission is required and demonstrate the necessity of the experiment, (iii) Always consult experience, (iv) Ensure justice, fairness and distributional impacts are considered, (v) Take all measures to protect confidentiality and ensure ethical data analysis.
Change - (i) Adhere to principles of proper stakeholder engagement, (ii) Follow principles of transparency and accountability, (iii) Report on what works and what does not, (iv) Monitor long-term and side effects.
Source: Hansen, P. G. (2019). Tools and Ethics for Applied Behavioural Insights: The BASIC Toolkit. Organisation for Economic Cooporation and Development, OECD.
Start with BASIC Ethical Considerations…
What behaviour(s) are we seeking to change? List clear measurable actions for the desired behaviour | Who are our primary and secondary audience(s)? Highlight people this involves directly and indirectly | Why do we believe this will have a positive impact? Describe how this aligns with your overarching vision | When do we need this change to happen? Consider upcoming events or campaigns | Where can we reach our target audience(s)? Explore key points of influence to engage audiences |
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Embrace the unknown What assumptions, mental models and worldviews are we introducing? | ||||
Canvas. 5Ws for behaviour change
Key information to start your behavioural innovation project
Project title:
Core team:
Date:
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