What makes people join political actions? Iraq War protesters crowd Trafalgar Square in February 2007. Image by DavidMartynHunt.
Experiments—or more technically, Randomised Control Trials—are the most exciting thing on the UK public policy horizon. In 2010, the incoming Coalition Government set up the Behavioural Insights Team in the Cabinet Office to find innovative and cost effective (cheap) ways to change people’s behaviour. Since then the team have run a number of exciting experiments with remarkable success, particularly in terms of encouraging organ donation and timely payment of taxes. With Bad Science author Ben Goldacre, they have now published a Guide to RCTs, and plenty more experiments are planned. This sudden enthusiasm for experiments in the UK government is very exciting. The Behavioural Insights Team is the first of its kind in the world—in the US, there are few experiments at federal level, although there have been a few well publicised ones at local level—and the UK government has always been rather scared of the concept before, there being a number of cultural barriers to the very word ‘experiment’ in British government. Experiments came to the fore in the previous Administration’s Mindscape document. But what made them popular for Public Policy may well have been the 2008 book Nudge by Thaler and Sunstein, which shows that by knowing how people think, it is possible to design choice environments that make it “easier for people to choose what is best for themselves, their families, and their society.” Since then, the political scientist Peter John has published ‘Nudge, Nudge, Think, Think, which has received positive coverage in The Economist: The use of behavioural economics in public policy shows promise and the Financial Times: Nudge, nudge. Think, think. Say no more …; and has been reviewed by the LSE Review of Books: Nudge, Nudge, Think, Think: experimenting with ways to change civic behaviour. But there is one thing missing here. Very few of these experiments use manipulation of information environments on the internet as a way to change people’s behaviour. The Internet…
