Alice is a registered psychologist and holds a professional doctorate in Psychology. Since joining The Behavioural Architects in early 2016, Alice has worked on a number of strategic behaviour change projects with both commercial and government clients, applying Behavioural Economics and Behavioural Science to promote positive behaviour change.
Alice has significant experience in designing strategies based on Behavioural Insights, and working with organisations to turn these into go-to-market products and services, in addition to working closely with clients to guide creative design.
Stopping fare evaders in their tracks: Nudging people to pay their fares on public transport in NSW.
We are all human, and as humans we crave to be liked and included by other people, seeking praise, attention, and admiration, while vehemently shielding ourselves from judgement and social exclusion. Research participants are no different.
As much as we tell our participants that we are interested in their REAL behaviour, and advise them not to change their behaviour for the purpose of this project, there is no doubt that all participants do in fact adjust their behaviour and skew their reporting to behaviours they believe are desirable to the researchers (even if only a little bit!).
So, what happens when the behaviour we’re interested in is inherently a socially undesirable act? What about a socially undesirable act that has legal financial penalties attached? This was the challenge facing our government client, looking to reduce fare evasion on public transport in NSW, Australia, in particular trains and buses.