Selling SIM Cards, South Africa
In Chapter 4 we saw how you can start to apply behavioural science in different cultures. We spent some time in PEP stores to understand the local context, and you can watch this to learn more about what they sell.
Before starting to design a behavioural change intervention, it’s important to immerse yourself in the local culture.
Understand the Context
More and more work is being done in local markets and in Africa, The Busara Center for Behavioural Economics is at the forefront of this work.
Frameworks for Behavioural Design
To bring ideas to life you need to build a diverse team (as we saw in Chapter 2), teach them the basic principles, and tackle the problem collaboratively. Various behavioural frameworks can help to solve different challenges.
The MINDSPACE framework is helpful for brainstorming small ideas using a systematic method, and allows you to bring these together in an idea 'mash up'.
Here is an early video from Professor Paul Dolan, one of the authors of MINDSPACE.
SCARF - The framework is particularly helpful when dealing with organisational challenges and change management.
EAST - this framework can help to explain behavioural ideas and interventions to people on the beginning of their behavioural journey.
