Behavioral Science
Behavioral science aims to influence human behavior by recognizing how people make and act on decisions in context and then applying levers to change those behaviors to change outcomes.
Behavioral science insights are based on scientific research on human behavior from different disciplines spanning from economics to neuroscience. The scope of Arc Aspicio’s research, adoption, and application of behavioral science is investigating how to apply insights on human behavior to improve our Government client’s mission outcomes.
We often quickly and instinctively recognize when a process or design is not working well, even if we cannot quite pinpoint what is not working or how to fix it. This is a challenge that often feels daunting and complex while leaving us asking ourselves “where do I begin?” Structured frameworks help organizations break the problem into more manageable pieces, set goals, and identify where to start, where to go next, and how to get there. When designed well, these frameworks turn into a playbook which helps organizations maximize resources, improve quality, and allow for repeatability to address challenges with strong solutions.
Citizens and customers of the government are demanding increased access to more efficient services. Covid-19 has also raised the bar on the need to provide accurate and informative data – in visualizations – to citizens who are becoming savvier about data accuracy and usefulness. Strategic communications are an essential part of raising the bar on customer experience (CX).
Adjusting to a socially distanced work environment is not easy. As time continues to pass, people are looking for ways to connect, brainstorm, and learn something new. To bridge this divide, we deemed May as the “Behavioral Science Month” at Arc Aspicio and rolled out the inaugural, first-of-its-kind Behavioral Science Bowl. As a result, more than 60% of our company jumped into the contest to solve interesting problems and collaborate with others.
While organizations have spent years cataloging how we behave, Behavioral Science helps us understand why we behave and offers a guide for what might inspire change. As a result, this field is rapidly growing as a way that the Government can improve mission outcomes. Techniques like Defaults or Norms in government communications can improve desired outcomes by informing decision-making.
Conversations are key for exchanging thoughts and ideas and creating an opportunity to listen to each other. Though the purpose of discussion is to advance and increase comprehension of an idea, not everyone leaves a conversation with a clear path forward. In fact, people often leave conversations uncertain. In cases like this, a follow-up conversation is required, increasing the time it takes to act and reducing momentum in providing measurable results.
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.
Asking people to interpret statistics and numbers is not the most efficient way to communicate information – after all, scientific studies show that humans are notoriously bad at interpreting them
People are increasingly turning to Behavioral Science to help them make the best decisions. By understanding what influences decisions, we can change how we present information to improve decision-making.
How do organizations encourage behavior change in their customers? Increasingly, they focus on customer experience, and as a consequence employ behavioral science methodologies. At the heart of behavioral science is the consideration of how an organization can make small investments that generate incremental savings/returns while considering both customers and organizational benefits. One example is Transportation Security Administration’s (TSA) Pre✓® and U.C. Customs and Border Protection’s Global Entry programs.
We tell our story to share who we are as a company. This blog is the fourth in a series that highlights how our strategy and culture lead to positive results for our clients and employees.
Dana Asper | Consultant + Designer + Developer | Dana obsesses on all the little things that create an experience. She tweaks, refines, perfects.