Remove the guess work! By adopting implicit techniques, pioneered at the University of Washington, we can evaluate the automatic and emotional responses to your nudges
Small nudge can have a powerful impact! We apply a behavioural science framework to help teams develop persuasive messages for your behaviour change strategy
Adapt what works! Our platform computes results in realtime, so you can quickly identify what evidence based strategy will resonate with your target audiences
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Challenge.
Less than 40 per cent of eligible Aucklanders vote in the local body elections. We applied a behaviour change framework to design nudges in the form of messages and rapid tested these messages to find out what motivates different demographics in Auckland to vote in the local elections.
Our Approach.
→ Reviewed behavioural insights research published by Auckland Council*
→ Designed 12 behaviour change messages using the MINDSPACE framework with one control message
→ Conducted message testing online with 433 participants representative of Auckland demographics
Results.
Insight#1. Overall the most motivating message was "You’re entitled to your own opinion. Don’t waste it".
Behaviour Change Strategy - The most persuasive strategy is to get people to feel ownership over their right to vote, which is known as the 'endowment effect'. The losses they may experience as a result of not exercising their rights can motivate people to vote.
Insight#2: For young Aucklanders (18 to 34 year olds) and Māori audiences, the message "Make sure the right people represent you" resonated the most.
Behaviour Change Strategy - To achieve a sustainable democracy, a pivotal strategy is to inspire diverse candidates to stand for the local body elections. Celebrating these candidates can inspire demographics that have lower levels of voter turnout.
Insight#3: For Asian audiences (including Chinese and Indian), "Auckland wants you to have your say", was the most compelling message.
Behaviour Change Strategy - The pride of being called on by the city, referred to as the 'messenger effect', is as a compelling strategy to nudge these audiences to vote.
*Williams, M., Allpress, J. A and Rootham, E (2018). Increasing voter turnout using behavioural insights. Auckland Council technical report, TR2018/006
→ Behavioural science framework for developing nudges into 10 to 15 messages
→ Test behaviour change messages with your target audience (minimum 400 participants recommended)
→ Results accessible on a realtime dashboard for quick data-driven decisions
We'd love to hear from you !
Would you like to schedule a meeting, call or chat over a coffee in Wellington?
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