Behavioural Design for Social Good

ABOUT

Some of today’s most pressing social challenges – from public health to climate change, from workforce development to misinformation – can only be met by effective, population level behaviour change.

The increased popularity of design thinking and behavioural insights within government, as well as within private and non-profit organisations, is welcome – yet adoption of these disciplines remains siloed, and the practice of prototyping and experimentation far from routine.

Behavioural Design is an approach to innovation and problem-solving that brings together behavioural science and design to systematically and empirically understand and shape how people think, feel and behave.

It integrates a robust understanding of how people behave and make decisions, and draws on a wide toolbox of methods to prototype and test – be it through small-scale qualitative user feedback sessions to quantitative experiments at scale to rigorously evaluate features / interventions at scale – thereby minimising risk of failure and backlash, and maximising chances of success before roll-out.

Understanding the power of behavioural design

• Discover what behavioural design is, its core principles, and how it offers a more powerful approach to tackling society’s biggest challenges than design or behavioural science alone.

Prototyping and experimentation

• Learn how to apply behavioural principles to shape prototypes and the user experience
• Gain a basic understanding of different research and experimental design methods to validate and test interventions.

Driving change: Bringing behavioural design back to your organisation / community 

• Explore opportunities to embed behavioural design, prototyping and testing in your projects and processes.

Programme benefits 

• Discover how to use behavioural design and a range of different prototyping and testing approaches to drive positive social impact.
• Practise applying behavioural principles to enhance the uptake and impact of services, products, programmes and communications.

Who this session is for

• Individuals in the public, private and third sectors who want to understand how behavioural design can be used to create positive social impact.

SPEAKER

Rob McPhedran
APAC Head of Behavioural & Communications, Kantar Public

Rob is a seasoned social researcher and behavioural scientist, having worked in Australia, Singapore and the UK on public sector communications, behavioural insights and programme evaluation studies for more than a decade. He has extensive experience conducting lab and field trials, and his work has been featured at conferences (e.g. convened by Behavioural Public Policy and the Royal Society) and published in peer-reviewed journals (e.g. Economics Letters, Nature’s Scientific Reports and BMC Public Health).

Denise Ong
Behaviour Change & Experience Design Lead, Kantar Public

Denise leads an interdisciplinary team at Kantar Public Singapore that applies behavioural insights and human-centred design to drive social and organisational change, design and transform public services, spaces & experiences, and build citizen engagement. As a public health graduate and global nomad, she has provided consultancy, research and mentoring to a range of public and third sector organisations, including the Department of Health England and the Hong Kong Department of Health, and has extensive experience of designing and delivering capability building programmes in behavioural design for diverse audiences, from senior policymakers to youths with disabilities.

ORGANISER

Kantar Public

Kantar Public is a world leading independent specialist research, evidence and advisory business providing services to government and the public realm, across all aspects of public policy. Following its divestment from Kantar, the business will be rebranded later in 2023.

With offices across Europe, APAC and in the US, our specialist consultants and researchers are supported by our unique global data ecosystem providing gold standard data. We combine expertise in human understanding with advanced technologies and data science, to provide the evidence and advisory services for successful decision-making in government and organisations working for the public realm. We share global best practice through local expertise.

For more information, please visit kantarpublic.com

CONTACT

Name: Chor Kiat Hor
Email Address: ChorKiat.Hor@kantar.com

Top Image: Kantar Public