Behavioural science

Behavioural Science (BeSci) is a multidisciplinary approach to the study of human behaviour and decision-making, combining the findings and methods from psychology, neuroscience, and other social sciences.

What choices are people making?
How are they behaving? Why?

Behavioural scientists ask these questions and design and test solutions based on that understanding.

The Impact and Innovation Unit (IIU) applies insights from BeSci to inform the design and implementation of priority programs, services, and initiatives across government. From improving Canadians’ financial health, to improving environmental outcomes, to slowing the spread of COVID-19, we are leveraging our expertise to drive better outcomes for all Canadians.

Our approach: The behavioural design process

We are data-driven and evidence-based. Testing is integral to how we work. We conduct high-quality research to understand behaviour, and use a variety of rigorous experimental and quasi-experimental approaches to test - and scale - effective solutions.

Our projects often follow a multi-stage process, which we tailor to fit the needs and contexts of each project and partner.

1 Identify

Consult with departmental leadership to identify priority target outcomes of interest and key behaviours to target
Discuss current approaches and additional opportunities for innovation

2 Understand

Conduct initial research (e.g. literature scans, stakeholder interviews) to inform hypotheses of drivers and barriers to behaviours
Conduct additional mixed-methods research (e.g. interviews, observations, surveys, and analysis of administrative data) to test hypotheses

3 Design

Ideate solutions for confirmed hypotheses, referencing the behavioural science literature
Present prototypes of solutions to partners for feedback
Iterate to refine solutions and prepare priority solutions for testing

4 Test

Prepare plans for experimental or quasi-experimental tests of solutions and analysis of results
Implement solutions in line with testing plan
Collect data
Analyse and present results

5 Scale

Prepare plans for scaling (e.g. for broad dissemination of results, preparing policy memos, and supporting other key stakeholders to adapt and adopt provides solutions)
Support plan execution

From A to Z.How we work

The BeSci team offers a variety of supports and services to our GC partners. Book a meeting and learn more about how the central team or a BeSci Fellow can tailor our services to your organizations.

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Research, behavioural design, and testing

We collaborate closely with our partners to run end-to-end projects that result in scaled, evidence-based interventions to improve public policy, programs, or services.

Example

To increase uptake of the Canada Learning Bond -- an educational savings incentive that helps low-income families save for their children’s post-secondary education -- our team integrated principles from BeSci into promotional letters sent to eligible recipients of the bond. Best-performers were identified in a nationwide randomized controlled trial, and have gone on to inform full-scale mail-outs to help ensure that as many children as possible receive the CLB.

Expert Guidance

If testing is not possible, or our GC partners have a need to integrate behavioural insights into the design of a new policy or program on a short time horizon, we can offer recommendations and guidance on the basis of reviews of rapid, relevant literature reviews, rapid behavioural analyses, and our expertise and experience.

Example

To maximize the uptake of pardons for cannabis possession after legalization - particularly among disadvantaged groups - our team helped inform the design of a behaviourally-informed application process to reduce the administrative and financial burdens on the applicants.

BeSci Capacity Building

Organizations leveraging the Impact Canada Fellowship program have benefited from the unique and specialized skillsets of individuals with experience in behavioural science. We also help departments grow their ability to apply BeSci to policy priorities by offering strategic advice, resources, and workshops and other learning opportunities.

Example

The IIU founded the Behavioural Insights Community of Practice within the Government of Canada in 2016. Today, its 500+ members regularly connect online and in-person to share and learn about best practices, research methodologies, and experimentation results.