TBA as double finalist for AQR Prosper Riley Smith Award!
23 October 2018
The Behavioural Architects has recently been shortlisted as a double finalist for the AQR Prosper Riley-Smith Qualitative Excellence Award 2018. The award is recognised as the UK’s most prestigious award for qualitative research, recognising qualitative research that shows thinking that is highly creative and original, as well as strategic and with true business application. Needless to say we are extremely proud to be selected as finalists!
The first of our two entries describes our Sydney office’s work in New South Wales (NSW), Australia. Fare evasion on public transport in NSW is a major source of revenue loss for the government. However, little was currently known about why people evade paying their fare. Our qualitative research set out to uncover the true drivers of fare evasion, with the goal to identify opportunities to significantly influence the behaviours of non-compliant passengers.
The major challenge to obtaining these insights was that fare evasion is inherently a socially undesirable act and therefore unlikely to be honestly discussed; simply asking people directly was unlikely to reveal accurate insights. Rather, we needed to develop a creative qualitative research approach, one inspired by behavioural science, to explore and understand behaviour more accurately.
Indeed, our methodology revealed unique behavioural insights regarding fare evasion and enabled the development of multiple interventions across various channels. By addressing the true triggers of fare evasion, our interventions were highly effective in encouraging fare compliance, resulting in a saving of over $5m in revenue loss as compared to the previous year.
2. Empowering The Big Issue Vendors
Our second entry under consideration is our London office’s work for The Big Issue (TBI). This social enterprise was created to help people to earn an income from selling the magazine; to give them structure and purpose in their lives. The aim was for Big Issue sellers to have the identity of magazine vendors and not as beggars. However, increasingly people simply donate money to the vendor, without taking the magazine.
Whilst these people view their donations as altruistic and rational, it defeats TBI’s mission to promote ‘a hand up, not a hand out’. Furthermore, due to present bias, the vendor has all the incentives to accept the money despite not selling a magazine as they focus on the short-term monetary gain.
In-context qualitative research was imperative to uncover the underlying motivations of two parties who were happy with their current behaviour, and use this to develop a strategy to increase the number of people taking a magazine. Our insights led to the development of powerful but practical behavioural nudges, which both challenged and changed this current ‘give but no take’ behaviour. With these nudges our client is now confident that it can re-connect people with the TBI mission of GIVE and TAKE.
We are so proud of all the work our teams have done on these case studies and excited by the insights and results produced. So, now we wait… Wish us luck!
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Its client testimonials show it has made behavioural economics accessible and actionableMRS judges ‘best new agency’ award
TBA have brought behavioural science thinking to some of our challenges in a way that is accessible for colleagues from across the business and has created actionable outputsMartin Bryant, Senior Consumer Insights Manager, KFC UK and Ireland
The Behavioural Architects did a great job of understanding our needs in this multinational project. They used a behavioural-led methodology to deliver clear and actionable outputRuchika Khattar, Global Marketing Innovation Manager, PepsiCo
One of the best articulated deliveries of insight I have seen in 20 years in the research sector.Damian Stevenson, Head of Insight at the Amateur Swimming Association
The behaviour change research has been the lynchpin of our entire new strategy to get more people swimmingNick Caplin, Amateur Swimming Association, Director of Participation
I’ve worked with TBA on a number of studies... all of them have allowed us to get to a depth of insight into basic behaviour that has transcended borders.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
The magic comes from how TBA works with us to get to simple, actionable ideas using the BE principles.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run.Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
We tasked TBA with a challenging brief on a national survey and they exceeded all our expectations throughout the processJennifer Bufton, Sport England
Their enthusiasm and relevant application of this theory alongside highly actionable and impactful insight delivery that really engages our stakeholders.Jacinda Norman, Category Insights Manager, Waitrose
The team at The Behavioural Architects Sydney have played an instrumental role in uncovering the key behavioural challenges for the Bundaberg Rum brand.Clara Lee, Senior Insights Manager, Diageo Australia
By using behavioural principles in analysing research, we’ve been able to go beyond the rational system 2 responses and tap into the deeper, subconscious system 1 responses that are often difficult to articulate.Clara Lee, Senior Insights Manager, Diageo Australia
For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth.Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights teamClara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directlyAlla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour.Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)