The answers to these questions – and so many other perplexities of human behaviour – are the domain of behavioural science.
Once upon a time, we believed human beings were logical creatures, capable of making good decisions and acting in our own best interests.
Today, we know better.
Thanks to breakthroughs in behavioural research, we’ve been able to peer at the inner workings of our decision-making processes – and instead of logic and reason, we’ve found a tangle of biases and cognitive pitfalls that lead to irrational and even harmful behaviours.
We have effective tools at our disposal to steer those behaviours in a more desirable direction.
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.
“If you like the president’s politics, you probably like his voice and his appearance as well.”
– Daniel Kahneman
Thaler coined the term “nudging ” for the theory of ways to influence individual and group behaviour without coercion through the use of positive reinforcement and indirect suggestions in contrast with other ways to achieve compliance, such as enforcement.
For the Scottish government, it had to deal with an increase in hate crimes – last year more than 5,300 cases of hate crime were reported in Scotland. It had to overcome some suspicion around curbing free speech and that any campaign would trivialise the issue.
President Cyril Ramaphosa will launch the Good Green Deeds campaign in the Eastern Cape on Friday. The campaign is aimed at changing behaviour towards littering, illegal dumping, pollution and other activities that are harmful to the environment.
Based on a combination of existing data like your interests and past academic performance, you could get an automated recommendation tailored to outline the best potential pathways for you—providing simpler options for the choices you can make, and leaving you with greater confidence that you will graduate on time.
Data-science driven entertainment companies are often accused of producing movies for the mass-market, which are barely distinguishable from each other. Yet, the example of Roma showed us that a smart approach to data science can lead to a completely different outcome.
Exploring the evolution of intelligent nudges. In a recent post, we explained the emerging field of intelligent nudging. Nudge theory has been popularised through the works of Richard Thaler et al, yet in reality nudge techniques have been a part of human society for hundreds of years.