Behavioral sciences teams can influence business strategy, decision-making and service offerings through deep insight into human behavior. Such a team’s ability to understand behaviors helps mitigate failure and decrease industry waste.
Why is falling for fake news so easy despite all the warnings? Why do we carry high-interest debt even when we have the means to pay it off? Why are there so many browser tabs open on your screen right now even though digital clutter is so stressful?
At BCA, we mine insights from behavioural research to illuminate what really motivates human actions. Then, we add rigorous data analysis and a range of creative strategies to develop behavioural and communication solutions that improve decision-making and create better outcomes for customers, employees and citizens.
In May 2018, more than 76,500 Ontario public service employees received emails from their employer encouraging them to use the federal government’s retirement income calculator. The emails were the same, but the subject lines were different. Each one targeted a different way of thinking: emphasizing the simplicity of retirement planning, playing up its immediate benefits or prompting the receiver to consider who they’ll spend their retirement with.
The Journal went on a quest to identify the user actions — an app download, an article share, repeat reading of a particular reporter’s stories — that can turn a new subscriber into a loyal one. Then it turned that knowledge into churn-reducing action.
Imagine that you found a wallet in the street containing a stranger’s contact details but no cash. Would you go out of your way to return it to its owner? Now imagine that the same wallet contained a few crisp banknotes. Would that alter your response? Does it depend on the amount of money? And how do you think other people would react in similar circumstances?