#10 The primacy effect: start the workshop on the right foot
#11 Ambiguity aversion: give people structure for the day
#12 The recency effect: end the workshop with a positive conclusion
Chapter 5: Still or Sparkling, Paris and London
P-hacking versus growth hacking
One shot to showcase behavioural science
A quiz to reveal universal psychological biases
Increasing sparkling water sales with behavioural science
A growth hacking mindset: augmenting interventions on the fly
Do it yourself: a toolkit for convincing behavioural science naysayers, growth hacking interventions and nailing presentations
#13 Experience behavioural science on both personal and professional levels
#14 Adopt an iterative test and learn approach with your interventions
#15 Big presentation? Practice (and seeming like a prat) makes perfect
Chapter 6: Clothes Washing Habits, Thailand
Washing clothes by hand in Thailand
A fabric conditioner which saves water, time and energy
Changing clothes washing behaviour
The behavioural diagnosis
The effort heuristic
A technical bucket to increase perceived effort and efficacy
Creating the bucket
Insurmountable hurdles
Do it yourself: a toolkit for building an ecosystem of capabilities
#16 Forge connections with doers
#17 Build an ecosystem of relationships
#18 Unearth insights from specific contexts
Chapter 7: Tackling Obesity, Mexico
Changing the behaviour of an entire country
Behavioural science expertise to support a nationwide campaign
Hermosa Esperanza: an interactive TV show
Behavioural nutrition
‘Evoluplates’ to reduce default portion sizes
Three-dimensional story plates to distract children from eating vegetables
An arm-wrestling juicer to make fruit feel macho
Engaging viewers online
Big results
The behaviour change movement lives on
Do it yourself: a toolkit to drive behaviour change at scale
#19 Think big
#20 Think small
#21 Tie together the big and the small with a behavioural model
Chapter 8: From Initial Pilot to Business Growth, Scotland
The P-R-O-O-F-I-N-G ladder
P is for Pilot
R is for Recognition
O is for Operationalise
O is for Organisational-ise
F is for Future state
I is for In-house
N is for Normalise
G is for Growth
Do it yourself: a toolkit to start embedding behavioural science at scale
#22 The first rung on the ladder is critical, so prioritise getting your first proof point
#23 Climb one rung at a time
#24 Reaching the top of the ladder
Chapter 9: Reducing Criminal Reoffending, UK
Reducing criminal reoffending
Using behavioural science to improve the service user experience
Better letters
Better conversations
Empowering Ingeus to apply behavioural science themselves, through training
A better experience for customers and employees
Do it yourself: a toolkit to train your organisation in behavioural science
#25 First, soak up the free resources
#26 Then, scour open market courses
#27 Ultimately, hire a behavioural science expert
Chapter 10: Saving More Money, UK
Turning transactional calls into relational calls
Helping customers to take advantage of their ISA allowance
Why wait for a long-term outcome when you could easily measure an output?
The challenges of measuring outcomes versus outputs
A successful outcome
Do it yourself: a toolkit to help you measure the right thing
#28 Challenge your inner cognitive miser – measure the true outcome
