4. Nudge
• What is the Nudge:
Nudge: Improving Decisions about Health, Wealth and Happiness
By : university of Chicago economist Richard H. Thaler and Harvard Law School Professor Cass R. Sunstein.
10. An additional solution in policy maker toolboxes
Most Public policy aims to change or tailor our behavior to generate good decision for society
1.The Law ( Smoking in public place is forbidden )
2.Financial Incentive ( Increase Tax on Cigarette price )
3.Information ( Smoking kills )
12. The French government Challenge
• SGMAP ( Secretariat – General )
is a decree for modernization of French government
1. contributing to maintaining the social Model
2. Restoring public finance
3. Making the economy competitive
13. Tax return challenge, a deep experience
• In 2012 ,36 million tax return were filed but only 13 million on these
were filled online
How we can turning insight into efficient nudge ?
• The behavior change challenge : how to encourage taxpayer to use online service
• Co-Creation with users
• The Nudge lab approach ethnographic inside into effective Nudge in four step
14. The Nudge lab approach ethnographic inside into effective Nudge in four step
16. Step 2 : nudge Lab
How to encourage taxpayer to use more online service for their tax
return?
Organize Brain storming session :
• On the Client side : site designer , policy brochure creator , Tax campaign coordinator , …
Particularly in the selection phase for final endorsement
• On the agency side : were professional moderate trained methodology , ethnology who conducted
the research the serve as input and behavioral expert from the agency .
• On the lead user side :
17. • At the early stage : how do you help people consider going online?
• During the process : how do you engage and facilitate online use?
• Finally : how do you keep user online and encourage return?
18. Step 3 : Selection and improvement
• Selection of the nudges to apply according to priority
• Precise description of the condition of execution and determination
of success
• Identification of the nudges that would be the subject of a later pre
test of generalize application of the population as a whole
Half day Workshop :
to evaluate each participant , of each Pre-selected nudge
A discussion allowing all participant to put forward their points of
view
a final selection of nudge to be implemented and of those to be
tested prior to implementation
19. The Nudge Matrix
The different Nudges were
position in the Nudge Matrix ,
this matrix provide a clear and
synthetic vision of the nudge
portfolio.
20. The Nudge Matrix
• the target and the behavior each nudge attempts to change
• the behavioral economics principle on which it relies
• the way to implement it
• the potential risks to avoided
• and the conditions required for the nudge to be successful
22. Nudge Book Example :
• Example : because the current tax form (2013)was implicitly designed
with paper as a difficult , the team revised message and choice
architecture the online return becoming the n'1 option , with salience
reverting to deadline and messages to suggest online as the default
and the extended online filing deadline ( VS paper deadline ) , as the
previous year . a media campaign was also orchestrated to drive
online filing as the default
( although paper remained an option of course)
See FEGURE 10 –Next page
23.
24. Text Sent to those who used online tax returns
• Social norm (last year 13.6 million people filed online tax return)
• choice architecture presentation online as a default option
• call to action with salient link to the impot.gouv.fr website and
environmental preservation (Ego valorization )
• suggest use of social network to gain visibility
• Not forgetting to the thank people for submitting online tax return
28. Important
• Nudge is not a solution of all type of problems
• Nudge will not fix major flaws in the marketing mix such as undue
pricing or un differentiated offers vs competition
