Behavioural Insights Projects
Discover projects applying behavioural science to policy from around the world. Add your own projects, whether completed or still ongoing, to contribute knowledge on BI applications across different countries, policy areas, and topics of interest.

Number of BI projects:
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Legend: Projects status
- Pre-registered project
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BI Project
Five large cities in Noord-Brabant and the provincial authorities investigated how to improve cycling safety through behavioural interventions. They placed signs and markings along cycle routes in 's-Hertogenbosch, Breda, Eindhoven, Helmond and Tilburg. Half of the interventions had an effect; the number of dangerous situations decreased.
Why this experiment was conducted: redesigning road layouts is not always possible
Six locations in towns and cities in Noord-Brabant were identified as…
The Ministry of Justice and Security developed a behavioural intervention aimed at inspiring individuals to adopt safe cyber practices: 'Valse email? Meld het via de meldknop' (Fake email? Report it using the report button). Thanks to this behavioural intervention, employees are ten times more likely to report suspicious emails internally. Moreover, click rates on links in suspicious emails have significantly decreased.
Why this experiment was conducted: One in five SMEs have been victims of…
BI Project
Filing tax returns correctly and on time: Is there value in expressing thanks to citizens and…
Are people more likely to file their tax returns correctly if they receive a thank-you in advance or afterwards? Analyses show that thank-you messages have no effect on compliance behaviour.
Why this experiment was conducted: positive alternative sought
To encourage citizens' tax compliance (i.e., paying their taxes on time and correctly), it is occasional practice to emphasise the risk of checks and fines in case of non-compliance. One drawback of this deterrent method is that it can damage…
BI Project
Reporting a change in income to Benefits Unit: How to ensure that more people comply with their…
'Returning to employment? Don't forget about your benefits!' When individuals receiving benefits return to employment having been registered as unemployed, it is important that they report the change in their income to the Benefits Unit on time, to avoid repayment demands. Why do individuals not comply with this notification requirement? And what interventions could improve compliance? A revised letter from the UWV Employee Insurance Agency and an additional page on the Benefits Unit website…
BI Project
Safer road behaviour on N36 provincial road: how can a campaign targeting road users prevent…
Rijkswaterstaat conducted a behavioural campaign aimed at urging drivers on the N36 provincial road in Overijssel to keep a safe distance, to be calm and relaxed while driving and to pay attention to the road. The campaign achieved a reduction in distractions, less irritation and an overall improved driving experience.
Why this experiment was conducted: many serious accidents on N36
The spotlight has been on the N36 between Hardenberg/Ommen and Almelo/ Wierden for some time due to the frequent,…
BI Project
Promising circular business models: what options for a sustainable purchase are acceptable to…
A circular business model promotes reuse of products and materials. A case in point is a model where consumers return their jeans to the manufacturer after use. Which circular business model characteristics are consumers willing to accept right now, and what do they refuse? Acceptance of these models seems to increase if companies offer effective or appealing option combinations, such as monthly payment schedules and discounted returns.
Why this experiment was conducted: to promote the circular…
Why this experiment was conducted: scepticism about second-hand clothes
The clothing industry is a major polluter, and the second-hand market is an important alternative to new clothes. While more and more Dutch consumers are turning to pre-owned clothing, a large group remains sceptical. According to a target group study conducted in 2020, they wonder whether they will be able to find a suitable second-hand item, and whether it is hygienic. The best way to overcome this scepticism is to create…
BI Project
Using savings to clear debit balances: What is the impact of pre-entering a repayment amount and…
Saving while being overdrawn costs consumers money. The interest they have to pay is far more than the interest they receive. An experiment tested two interventions aimed at encouraging consumers to use their savings to clear any overdraft, by pre-entering a repayment amount and giving explicit information about costs. These interventions lead to better choices amongst many, although not yet all, consumers.
Why this experiment was conducted: saving while being overdrawn costs
Dutch citizens…
BI Project
Effective position of call-to-action: Is the response rate higher if the call-to-action appears the…
How can response rates to questionnaires be increased? In the first quarter of 2023, some of the participants in a CBS survey received a letter in which the call-to-action appeared as far as possible at the top of the letter. The other participants received standard letters. The analyses showed that the standard letters produced a significantly higher response rate than the letters in which the call-to-action was placed at the top.
Why this experiment was conducted: high response rate is…
BI Project
Text messaging to spur vaccination take-up: which type of communication is most effective?
In early 2022, various kinds of text messages were sent to over 100,000 residents of Brabant-Zuidoost who had not yet received a booster jab from the GGD. The results show that the most effective variant − in the 6 days after receiving the text message − led to a 3.2% increase in the number of vaccinations administered. This was the text message saying 'Jouw boosterprik ligt voor je klaar' (You can now book your booster vaccination) plus a randomly allocated date, time and location.
Why…