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Building a Force for Good: 5 Key Lessons for Setting Up a Behavioural Science Body (#Teams)

The increasing acknowledgment of behavioural science’s potential to tackle societal and organisational issues has led to the establishment of behavioural science capacities within governments, non-governmental organisations, and major corporations. These entities aim to systematically apply behavioural insights to improve outcomes, from public health and environmental sustainability to economic development and social inclusion. Establishing a behavioural science body requires careful consideration and strategic planning.

Behavioural Public Policy bodies (those focussed on public policy) have grown from 201 in 2018 to 631 in 2024. This is an impressive achievement for the application of behavioural science in public policy. A closer inspection shows that not all of these bodies are thriving and some are finding it difficult to operate and in some instances are at risk of closure for a number of reasons. From an analysis of Behavioural Public Bodies globally, there are  five  key lessons to building a sustainable behavioural capacity inside all organisations.

Key Lesson 1: Be Problem Driven and Focus on Impact

The attraction of applying innovative behavioural principles or techniques can sometimes overshadow the fundamental purpose: contributing to solving real-world problems. A successful behavioural science body should be focused on identifying relevant challenges where behavioural insights can provide a unique and valuable perspective.

The focus should be on addressing the problem rather than starting with a specific behavioural tool. Understanding the context, identifying behaviours to target and understanding the existing barriers to desired outcomes is crucial.

Then once the problem is defined, focus on impact. A problem-driven, impact-focused approach ensures the success and relevance of the behavioural science body.

Key Lesson 2: Develop an Ecosystem to Support Your Work

A behavioural science organization cannot prosper in isolation. It necessitates a supportive ecosystem to thrive and achieve its full potential. This ecosystem comprises several essential components:

  • Internal Buy-in and Leadership Support: Endorsement from organisational leadership is important for having a mandate, securing resources, navigating bureaucratic hurdles, and embedding behavioural insights into mainstream operations. But other champions at senior, operational and junior levels can also advocate for the body’s work and ensure its integration into operations as well as strategic decision-making.
  • Cross-Disciplinary Collaboration: Behavioural science is fundamentally interdisciplinary. Establishing robust relationships with professionals in pertinent fields such as public health, economics, engineering, and policy analysis is crucial for comprehending the intricacies of the issues being addressed and devising effective solutions.
  • External Partnerships: Collaborating with academic institutions, research organisations, and other behavioural science units offers access to advanced knowledge, methodologies, and talent. Additionally, such partnerships can enhance the organisation’s credibility and extend its influence.
  • Data Infrastructure and Access: Effective behavioural interventions rely on reliable data collection, management, and analysis. Access to relevant datasets and expert interpretation are essential for identifying patterns, designing targeted interventions, and evaluating outcomes.
  • Ethical Oversight: Establishing an ethical framework and consulting experienced experts ensures responsible conduct and respects individuals’ rights and well-being. This is important to manage reputational risks and operate in an appropriate manner.

Creating this supportive ecosystem involves proactive outreach, clear communication of value, and fostering mutually beneficial relationships.

Key Lesson 3: Design for Scale

Pilot projects and small-scale interventions serve as important mechanisms for testing and refining ideas. However, the primary objective for numerous behavioural science organisations is to attain widespread impact. Consequently, it is essential to design with scalability in mind from the very beginning. This involves considering:

  • Scalability of Interventions: Is it possible to implement the intervention effectively and cost-efficiently on a larger scale or within a broader system? Are there any inherent limitations to its scalability?
  • Sustainability: What strategies can be implemented to sustain the intervention over the long term without necessitating continuous intensive resources from the behavioural science body? Is it possible to integrate it into existing processes or systems?
  • Cost-Effectiveness: What is the cost of the intervention when scaled? Showing feasibility of the work is important for obtaining sustained funding and support.
  • Adaptability: Is the intervention capable of being adjusted to various contexts and populations while preserving its effectiveness? Can the intervention be adapted as the situation evolves?

Designing for scale involves using technology, training local partners, and creating methodologies and resources with pathways to wider implementation. Considering scalability early in the design process can increase the potential for widespread and sustained impact.

Key Lesson 4: Create a Narrative

Data and statistics are essential for demonstrating the effectiveness of behavioural interventions. However, in order to truly engage stakeholders, policymakers, and the public, it is imperative for a behavioural science body to construct a compelling narrative. This can entail:

  • Storytelling: Presenting the effects of the problems being addressed and the outcomes resulting from the body’s interventions through relatable stories.
  • Clear and Accessible Communication: Explaining behavioural science concepts and findings in a manner that is easily understandable by non-experts.
  • Visualisations: Communicating data effectively through charts, graphs, and visual aids that are easily understood. This may also involve cartoons or videos.
  • Building a Brand: Establishing a clear and consistent identity for the behavioural science body that communicates its mission, values, and influence.

A compelling narrative has the capacity to generate support, secure funding, influence policy decisions, and ultimately enhance the organisation’s reach and effectiveness. It bridges the gap between cold numbers and concrete human experiences – which are always more memorable.

Key Lesson 5: Formalize Your Body and Standard Operating Procedures

As the behavioural science body evolves, it is essential to formalise its organisational structure and establish well-defined standard operating procedures (SOPs). This approach fosters efficient and consistent operations, ensures quality control, and promotes knowledge sharing. This includes:

  • Define Roles and Responsibilities: Clearly outlining the roles and responsibilities of the team and its members. This will help to ensure accountability and an efficient workflow when working with partners.
  • Establish Project Management Processes: Building a  standardised framework and procedures for project initiation, approval, design, implementation, monitoring, evaluation and dissemination are necessary.
  • Develop Data Management Protocols: Establishing clear guidelines for data collection, storage, analysis, and security. This often requires being compliant with legal and regulatory requirements as a minimum. But reputational risks necessitate a high level of data management standards.
  • Create a Knowledge Hub: Implementing management systems for documenting experiences, methodologies, findings, and lessons learned to build institutional knowledge and facilitate continuous learning and innovation.
  • Ensure Quality Assurance: Develop processes for challenging, reviewing and ensuring the quality and rigor of the body’s work.

Formalisation provides a solid foundation for sustainable growth, ensures consistency in the application of behavioural science principles, and enhances the credibility and professionalism of the body.

Final Thoughts

Establishing a behavioural science body requires careful consideration and effort. From our experience the lessons above are some reflections on how behavioural bodies can effectively utilise their work on the insights of human behaviour to achieve their goals. That is to ultimately make a positive difference to the people they are set up to serve.

*Source and Further Reading:

Naru, F. (2024). Behavioral public policy bodies: New developments & lessons. Behavioral Science & Policy, 10(1), 1-17. https://doi.org/10.1177/23794607241285614