You want to create a new app, but don’t know how to code. What do you do? Instead of teaching yourself Ruby, you’ll probably ask a developer to help you out. Similarly, you wouldn’t create a clothing line without help from a designer, or build a house without consulting a carpenter. But what about managers looking to motivate their employees? When it comes to nudging other people towards a certain action – such as gaining motivation or changing a habit – many of us think we are experts in human behavior, because we have experience in being motivated or changing habits ourselves. But experience isn’t the same as expertise.
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.
There’s a lot of press around algorithms being promoters of inequity or of bias. But we know from the behavioral-science literature that human beings are quite biased. We don’t just look at objective data; we also add our own internal biases. Study after study has demonstrated that when viewing a man and a woman doing a task at the same level of performance, people will make inferences about the woman they don’t make about the man. The mind just adds its own bias. The algorithms, while they may have other problems, tend not to add their own biases. They tend to reflect whatever is in the data.
A major report on food security, published by US-based environmental think tank the World Resources Institute (WRI) last week, offers a dizzying array of scientific evidence on sustainable production. But it also suggests that solutions for changing patterns of consumption need to be drawn from the world of FMCG marketing.
The Chairman of the National Anti-corruption Commission (NACC), Rev. Dr Dieudonné Massi Gams says for Cameroon to attain President Paul Biya's vision of becoming an emergent country by 2035, everyone must put hands on deck in the ongoing efforts to eradicate corruption and behaviour change progressively noticeable in services rendered users in public and semi-public institutions.