Evidence-based Behaviour Change

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social housing   

We added one sentence to a letter and increased rent payments by 9%


Over the last 2 years we have been working with Social Housing providers across the UK to explore how the application of behavioural insights could increase revenue and reduce costs.

In line with our commitment to evidence-based practice, we encourage the use of randomised controlled trials (RCTs) wherever possible. This case study showcases an RCT that resulted in a 9% increase in rent payments, simply by adding on extra sentence to a letter.

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We simplified a letter and increased customer engagement by 24%


Over the last 2 years we have been working with Social Housing providers across the UK to explore how the application of behavioural insights could increase revenue and reduce costs.

In line with our commitment to evidence-based practice, we encourage the use of randomised controlled trials (RCTs) wherever possible. This case study showcases an RCT that triggered a 24% increase in customer engagement, just by simplifying the layout of a letter and reducing cognitive friction.

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Income Collection & Rent Arrears


The ‘Nudging your way to reduced rent arrears’ project was the first time that Behavioural Insights methodology had been applied and tested within the social housing sector.

Leveraging a collaboration with housing expert, Anna O’Halloran and 10 social housing providers across the UK, the scope was considerable and the ambitions were high. The project was designedto test how BI could be effective in changing the behaviour of social housing tenants. The project started in March 2015 and was driven by the impending challenges represented bywelfare reform generally and Universal Credit in particular.


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