Combining Design+Data with Behavioral Science Is a Catalyst for Action
As access to data is expanding at an unprecedented pace, Government agencies are developing data analytic capabilities to support data-driven decision-making. However, many agencies have yet to implement a data approach that expands beyond traditional analytics. Combining behavioral science into analytical approaches helps uncover nuances and deliver insights that are a catalyst for action.
Behavioral science is emerging as a key aid for solving challenging Government issues. How can we get more homeowners to voluntarily purchase flood insurance? How can we get more passengers to sign up for fast track processing at airports? How can we help stakeholders make better choices about their food to increase wellness? Many public policy issues require the application of behavioral science to help citizens make better choices.
People don’t always make rational choices or the choices the Government expects. Using analytical results to help test ways to apply behavioral science to problems is an innovative way to take advantage of available data and achieve program goals. Integrating these results into testing, then into monitoring programs, could allow the Government to enhance mission results. The Internal Revenue Service (IRS) is already doing this. In its Behavioral Insights Toolkit, IRS defines its approach for integrating Behavioral Science to solve problems. The IRS recognizes that people face many decisions. By integrating data analytics and behavioral science, the Government can influence decision making in the best interest of the public and promote results.
At Arc Aspicio, we use Design+Data – our method for considering the human side of data and dashboards – to monitor program progress. We start by truly understanding the quality and viability of data before we analyze it. Then, we create visualizations that provide insights into behaviors. This is especially critical in applying behavioral science to avoid unintended behaviors and consequences.
Here are some quick tips on using data analytics in conjunction with behavioral science:
Frame the Problem, Explore the Data – Quantify a specific challenge based on data insights. Evaluate the quality of the available data and its ability to accurately predict behaviors in target populations. Conduct analysis to frame the problem – generally and through the lens of existing or possible future data. Use proven methods to do the exploratory data research
Analyze Behaviors – Additional analysis can help identify behaviors, define behavior barrier categories (Design, Individual, Social), and identify intervention points. Analytics approaches (qualitative and quantitative) combined with stakeholder interviews strengthen insights. Consider R Programming and Tableau to develop analytics to test behavioral science ideas
Design and Apply Interventions – As options for behavioral choices emerge, design and conduct experiments to test potential solutions and determine their influence on behaviors. Control groups can help validate tests. We recommend prototyping for quick, low-cost experimenting
Evaluate Outcomes Visually – This iterative process allows Government decision makers to validate results of tests or actual results, depending on where you are in implementation. Continue to verify that visualizations do not bias decision makers or alter results.
Government organizations don’t need a lot of data to make an impact. Instead, the right data and analysis go a long way in developing, testing, and implementing behavioral insights to drive mission results.
