Real World Behavioural Science – Details, episodes & analysis

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We are really excited to bring you this episode with Dr Kurt Nelson and Tim Houlihan of the Behavioral Grooves podcast fame!

Apologies for the lateness of the show, but this one is a great one! Hearing about themany guests that have been interviewed on the Behavioral Grooves podcast, as well as delving into the excellent 'They Thought We Were Ridiculous' series, was so much fun and really enlightening. You can find it here: Ridiculous-podcast.com

We hope you enjoy the show and look forward to hearing from you for new ideas for the show and who you want to hear interviewed in the future.

You can reach Tim and Kurt on Linked In and check out their websites: Lanterngroup.com
behavioralgrooves.com
behaviorshift.shop

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Casey opens this podcast by explaining that she designs for behaviour change in the lab of messy everyday life. It’s right up our street!

Casey Hughes is a digital health leader and applied behavioural scientist with 15 years of experience designing novel behaviour change interventions for the prevention and management of chronic disease.

Working at the crossroads of behavioural medicine, public health, and digital technology, Casey has led the ground-up design of numerous health apps, coaching programs, and large-scale behaviour change interventions at leading organisations such as Stanford, Apple, and Anthem, inc. Most recently, Casey led the design of a neuroscience-based habit formation app as SVP of Behavioural Science at Fresh Tri, inc.

Casey’s work has helped hundreds of thousands of people enhance their mental wellbeing, achieve sustainable weight loss, and reverse chronic illness.

This is an action-packed conversation where Casey makes some brilliant points and brings them to life with great examples too…

We cover:

Adaptive interventions and the role of AI and technology in behaviour change

Designing for failure instead of success

Why we should all have a toolbox of behaviour change models

The importance of sociology in behaviour change

Why ego needs to be left aside in place of humility, in behavioural science

…And a bit of chat about Steve Jobs!

This podcast is delivered as ever on behalf of the BSPHN (Behavioural Science in Public Health Network), hosted with my colleage and friend Dr Tiago Moutela. 

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Professor Angel Chater is a Chartered Psychologist, Associate Fellow of The British Psychological Society and a Health & Sport & Exercise Psychologist with the Health & Care Professionals Council. She is a Professor in Health Psychology and Behaviour Change at the University of Bedfordshire, where she leads the centre in health, wellbeing and behaviour change. She is also an Honorary Senior Lecturer in Health Psychology and Behavioural Medicine at UCL and past Chair of the British Psychological Society Division of Health Psychology and passionate about the scientific application of health psychology to public health and its role in intervention design.  

Professor Falko Sniehotta is Director of the NIHR Policy Research Unit for Behavioural Science, past President of the European Health Psychology Society, associate editor of The Health Psychology Review and member of the editorial board of Psychology & Heath and British Journal of Health Psychology. His work is recognised through honorary fellowships at the Academy of Social Science, the European Health Psychology Society, the American Psychological Association and the UK Behavioural Science in Public Health Network. His international research programme aims at developing and testing interventions to change behaviours relevant to health and healthcare. 

A multidisciplinary opportunity…

Professor Sniehotta explains the implied idea that behavioural science and medicine are both multidisciplinary areas, not necessary distinctly different, and how the terms have been adapted through the years away from the medical to understanding in the way of behaviour. Both he and Professor Chater discuss the exciting opportunities that come from collaboration across the disciplines, how 'coming out of the ivory towers' of Universities can extend science in this way and make real positive change. 

Changing the conversation…

Professor Chater explains times in her career where behaviour change work has had a direct, positive impact on people and populations from both a lobbying perspective and a research perspective, with the the Active Herts programme as a successful example of how behaviour change research helped develop a programme to encourage physical activity.  

Examples of ‘Bench to Bedside’ translation…

From this Professor Sniehotta adds about his ‘bench to bedside’ work with Professor Roy Taylor, Professor of Medicine and Metabolism at Newcastle University, to understand how to deliver an intervention that is powerful enough to achieve substantial weight loss in people living with Type-II Diabetes and how to implement this in primary care practices which has been a great success.  

Teaching the foundations of behavioural science at schools…

Stu and Angel debate the benefits that could arise as adults if we had learnt the foundations of behavioural science and health psychology as children at school. Could this limit those engaging in negative behaviours when they’re older? Could this tear down more barriers to leading healthier, happier lifestyles as adults?

Falko expands on this by adding that to make real changes there are often three issues; funding, the narrative and the methods.

Contact
Professor Angel Chater: Twitter / Linkedin

Professor Falko Sniehotta: Twitter /

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Maddy Arden is Professor of Health Psychology and Director of the Centre for Behavioural Science and Applied Psychology (CeBSAP) at Sheffield Hallam University.  She is a Chartered Psychologist, a full member of the DHP, and a Registered Health Psychologist (HCPC). Maddy is co-editor of the British Journal of Health Psychology and director of the Behavioural Science Consortium, which provides expertise to government on the application of behavioural science to public policy issues and is co-chair of the Yorkshire and Humber Behavioural Science hub.

Greg Fell is the Director of Public Health in Sheffield. He graduated from Nottingham University with a Degree in Biochemistry and Physiology in 1993 and since then has had various roles including a Social Researcher in a maternity ward as well as a number of roles in Health Promotion and Public Health. Since 2016, Greg has worked as the Director of Public Health for Sheffield. 

Behavioural Science in the fight against Covid-19

Professor Arden talks about how everything she does is underpinned by the theories of Health Psychology and Behavioural Science and how these can be put into practice in the real world. She explains how using these theories and frameworks, in relation to Covid-19, was helpful early on to predict what might be useful and what might happen.

Underestimating the complexity of behavioural science 

She goes on to discuss how many can often underestimate the complexity of behavioural science and how she’s fed up of people using the phrase ‘common sense’, questioning what exactly we mean by it and how we need to consider that people can sometimes make decisions without a conscious rationale. In reference to this, she adds that there needs to be an awareness of the different factors influencing behaviour and more insightful conversations around this.  

Thinking outside of ‘common sense’…

Greg Fell explains how he works to convince people to think outside of their own ‘common sense’. Sticking to weight, Greg discusses decision making and how we all make rational and irrational choices, in the 'here and now', not thinking about what might happen in the future. How we’re products of our environment and how this can influence the choices we make, with reference to the recent junk food advertising ban and the work he has done in the past regarding smoking cessation.  Both go on to debate the similarities and differences between smoking cessation and weight loss barriers strategies. 

Takeaway Thoughts

Professor Maddy Arden summarises the need to create awareness of how broadly behavioural science can be used and highlight the basic knowledge to know how widely it can be applied. 

Greg adds that behavioural science has positively begun to be applied across the Council and in agreement with Maddy, states how important it is to point out that the behavioural science ‘toolbox’ is out there, it exists and it can be used practically to solve problems. 

Contact
Professor Madelynne Arden
Twitter / Linkedin

Greg Fell
Twitter / Linkedin

Links:
www.bsphn.org.uk 

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Professor Sharyn Rundle-Thiele is a social marketer and behavioural scientist. She is the Founding Director of Social Marketing at Griffith University, Queensland, Australia, which is the largest university-based group of social marketers in the world. 

She is Founding Co-Editor of the Journal of Social Marketing, has led projects that have changed behaviours for 10,000’s of people in areas including health, the environment and for complex social issues, has published more than 150 books and been awarded The Philip Kotler Social Marketing Distinguished Service Award.

Differences between marketing & social marketing
Sharyn begins this episode by explaining how marketing can be applied across commercial and social outcomes, but also applied to ideas and social issues. She grew into the decision to move away from being a commercial marketer to a social one which has led her to be even more creative in order to change behaviours for the long term.

How to sell more wine, to more people, more often
Starting her career marketing consumer goods, Sharyn liked the art of what she was doing but wanted to learn more, so went back to University to do a Masters and then on to do a PhD. Her PhD became famously, how to sell more wine to more people more often!

Having enjoyed the educational setting of her time at University, Sharyn went on to to teach social marketing focusing predominantly on social, health and environmental issues and founded the Journal of Social Marketing to create more space for researches to publish work.

Social marketing is much more than social media
Sharyn goes on to explain that a natural misconception is that social marketing relates simply to social media.  It is instead the idea of marketing in a social space. There is a branding issue behind what social marketing is, and is not.

She discusses how when you're working in the space of social change and your programme isn't get the uptake, its because you're selling the wrong thing. And we need to take a step back, and look at selling people something that they really want. That's where the real work begins.

Coca Cola sell lifestyle, not product
In reference to selling a lifestyle rather than just a product, Sharyn talks about how Coca Cola have done an effective job of building the associations in our minds that Coca Cola is family, fun and good times, giving links that go way beyond a beverage quenching a thirst.

In relation to the health industry, she talks about whether messaging focuses too much on the health issue and we're getting the whole 'sell' wrong, needing to review what will really move and motivate people in order to stop missing the mark.

Recent projects
Sharyn moves on to highlight some of her projects; a social marketing pilot campaign to keep leaves out of waterways to improve water quality, the Leave it campaign working to reduce koala and dog interactions given that dog attacks are the third most common cause of death amongst Koalas and the Blurred Minds project, changing the way adolescents feel about alcohol.

Takeaway Advice
Drawing on her marketing experience, Sharyn talks about the magic combination of listening well and giving people what they want. And keep doing it until you get it right.

Data is great, but it's only looking backwards. It's the intuition and learning how to find what should happen next that is key. 

Behaviour change means you can't do what you've always done. It takes courage.

Contact
Twitter

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Professor Richard Wiseman has been described as ‘…one of the most interesting and innovative experimental psychologists in the world today.’  His books have sold over 3 million copies and he presents keynote talks to organisations across the world, including The Swiss Economic Forum, Google and Amazon.

He holds Britain’s only Professorship in the Public Understanding of Psychology at the University of Hertfordshire and is one of the most followed psychologists on Twitter.

Street Magician to Psychology Professor
Richard starts the podcast by talking about becoming completely hooked on magic at a young age. Whilst working in Covent Garden as a street magician,  Richard happened upon a magic book which described the similarities between magicians and psychologists. So began his interest in psychology.

After completing his undergraduate degree at University College London (UCL), he went to Edinburgh University to work on a PhD looking at psychics and mediums as the team wanted someone with a background in the psychology of deception and magic. Upon completing that, Richard accepted a Lectureship at the University of Hertfordshire where he is now a professor.

Public Understanding of Psychology
Through work for radio and the BBC around identifying truth and lies, Richard talks about meeting two people that hugely impacted his career; Roger Highfield, who was the Science Editor at The Telegraph at the time and now is heavily involved in the Science Museum, and also Simon Singh, author of Fermat's Last Theorem.

Putting ideas to paper
Richard shares what he learnt from some time working in advertising, how to reframe and the importance of authenticity as a writer. In line with this, he talks about his book, The Luck Factor, looking at the psychology of luck. From this, he identified that small interventions can have big impact, which evolved into 59 seconds; think a little, change a lot.

Behavioural Science
Richard discusses how all the talks he gives are essentially about getting people to change, through simple interventions or 'opening the door' in a fun way. From these concepts, he wrote 'Rip it Up' about lifestyle change and during Covid-19, helped design a game where the more you kept away from people, the more lives you saved called 'Can you save the World?'.

Richard talks about 'being expansive', working with Derren Brown who takes the audience on a journey from what seems a small idea through to what becomes a massive conclusion enthralling an entire audience.

Takeaway Advice
Richard leaves us with advice to find your passionate, be authentic and have a big vision. Don't be constrained by what others have done in the past and fundamentally, if you have a great idea, it will sell itself. 
 
Contact
Twitter @RichardWiseman

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Susan Michie is Professor of Health Psychology and Director of UCL's Health Psychology Research Group. She is also chartered clinical & health psychologist, and elected Fellow of the Academy of Social Sciences, the European Health Psychology Society (EHPS) and the British Psychological Society (BPS). 

Early Life & Career
Susan starts the episode by talking about the huge shoes she felt she had to fill from a young age, with a father who was instrumental in setting up modern AI and computer science in the UK. During this time, the Lighthill report was produced saying that there was no future in computers - check out a YouTube video on the report's debate! Susan’s mother was also the first woman foreign secretary of the Royal Society, so her upbringing had a large emphasis on science.

Susan details her journey through University, early career, and the many ways that she  rebelled against the system, staging events at Oxford University and beyond to challenge outdated policies and thinking. As a clinical psychologist, she worked in social services family centres with families and children who were at risk.  She also worked at the Royal Free Hospital, London where she joined the Psychology Unit as a Senior Research Fellow in Clinical Health Psychology, working with Professor Marie Johnston. 

Eventually Susan branched into other areas, such as public and professional attitudes towards genetic testing and informed choice and decision making about prenatal screening. She explains that her career journey has had many branches as she does not stay within the academic four-walls, even knocking on doors to talk with people. 

CBC & COM-B
Susan talks about her work in UCL's Centre for Behaviour Change (CBC) which brings together disciplines and translates behavioural science for practical use. The CBC  provide CBC training, a Summer school, conferences & events, and an MSc in behaviour change.

She shares how the COM-B model of behaviour was developed by working in the Department of Health, where she saw how none of the many behavioural frameworks were 100% fit for purpose. Systematic reviews revealed that a simple model was needed to understand behaviour, and inspiration was taken from the American Judicial System – does someone have the Capability, the Opportunity and the Motivation to commit a crime.

As her work on the application of behavioural theories continues, Susan shares how she is looking to continue linking work across disciplines and seek methods for better analysis of the huge amounts of data being produced about behaviour change.

Susan leaves us with advice for those starting out or entering field: try and do what you are really interested in, are curious about and enjoy doing, when you can. Building networks is  hugely important so don't be shy to start conversations or write to people. 9 times out of 10 it might go nowhere, but 1 in 10, it can take you to interesting places.

Contact
Twitter @SusanMichie
CBC profile

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This is a special episode with the Current Chair, Past Chair, and Past-Past Chair and Treasurer of the BSPHN!  Having had the BSPHN's annual conference in February, this is the perfect time to get some of the founding committee members together.

We begin by understanding how each member of the committee found their way to creating the BSPHN and how the collaboration between health psychology, behavioural science and public health is becoming more and more integral.

The group discussed the recent virtual BSPHN conference, which centred on behavioural practice within the Covid pandemic. There has also been great interdisciplinary and rapid insight work during the pandemic, which highlights how crucial this is for future work to solve big public health issues. It may also have removed some of the barriers between academia and implementation as the proof of success is clear to see.
They also celebrated some of the opportunities of the online format - allowing live chat and conversation between people during presentations so discussions could be had which isn't as possible during a presentation in a room.

Is the BSPHN for you?
The group talk about why they think can benefit: health psychologists, behavioural scientists, sociologists, those in Public Health looking for insight in applying those things. It is for all levels - trainees, practitioners, policy makers at every level to get skills to use everyday. It's the kind of group they would have wanted when they were starting out or looking to develop or speak to people.

Where is the BSPHN going?
It's a movement for change which is creating a  nurturing relationship between sectors, removing the 'stand-offishness' people might feel in other contexts or groups. They creating supportive pathways and roles between current, sometimes isolated, teams in public health and behavioural insight work.

If you are interested in joining or learning more, check out the BSPHN website.

Hope you enjoy the podcast - please leave a review wherever you listen.

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The BSPHN's Annual Conference is running from 9th - 11th February 2021. Sign up to attend now and get a year's free membership.

Stu is joined by Dan Makoski; an executive that brings an organisation’s deepest purpose to life by weaving technology and strategy together through brilliant design.

Dan is  Chief Design Officer at Lloyds Banking Group, leading a multi-disciplinary human-centred team with the goal of helping Britain prosper through empathetic & pioneering design.

He was Head of Design at Walmart (the Fortune 1), started Project ARA at Google, designed the original Surface at Microsoft, led design research globally at Motorola, and was the first VP of Design at Capital One.

Dan knows seven versions of the running man & in addition to being bald, Dan & Stu (& finance & health), have lots in common.

Dan talks about his experiences of connecting a historically transactional world with real human behaviour. The pair discuss the fact that heavily regulated industries like health, finance & education are risk averse due to their importance,  & therefore suffer from the unintended consequence of lack of creativity & human focus. They also discuss the need to flip our approach to language...

"Banking has operated so far on the presumption that to help people, they need to make people financially literate. What we're explaining is that banking has to learn the language of people."

Dan explains simple approaches to adopt when beginning the process of designing around people, including developing personas, scenarios & interactions to better respond to human behaviour. He explains how through extensive research, Lloyds have moved from a "customer journey" approach to a "life journey" approach to help people connect banking with relatable life moments.

He also shares example of using behavioural economics in practice, including the locus of control, and how, implemented in the design of banking products, it helps people make better financial decisions.

Stu & Dan discuss the similarities between health & financial wellbeing, the "goalposts" of relative progress vs absolute success & the feelings of guilt and shame associated. 

Dan closes with positive messages that industries are moving in the right direction towards a human centred approach & hopes that once the pandemic has gone, the financial honesty & human focus will remain.

• The Social Dilemma
• Dan: website, linkedin, twitter
• Nudgestock presentation - 1:41:54
• Thisismoney.co.uk article
• Fi

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The BSPHN's Annual Conference is running from 9th - 11th February 2021. Sign up to attend now and get a year's free membership.

In this episide, Stu is joined by Adam Ferrier, Founder & Chief Thinker at Thinkerbell, an agency that practices measured magic - bridging marketing science and hard core creativity. Thinkerbell won AdNews' 2019  Creative Agency of the Year. Adam is also author of two books: "The Advertising Effect: How to Change Behaviour" & "Stop Listening to the Customer: Try Hearing Your Brand Instead".

Adam shares how he was always interested in money and people which led him into the world of consumer psychology. His thesis was on what makes people 'cool' and spent time training in the clinical psychology model, but soon found that this alone didn't offer the most effective solutions.

Adam and Stu discuss what makes effective behaviour change campaigns from across sectors; from the effort paradox in IKEA's furniture, to why weight loss control groups lose more weight than the experimental groups. They look at some of the public health campaigns that Adam has worked on in Australia: Man Up, a documentary on how men express themselves to broaden stereotypes; ABC Goes Mental As, a dedicated week of programming for Mental Health; Doing Nothing Does Harm,  an online campaign giving people the option to stop sexist behaviour, which involved people in the campaign as well as mimicked the desired behaviour.

The pair look at what public health can learn from marketing and advertising - creating a category of cause, understanding the irrationality of people's choices and the influence of reality TV. To illustrate this Adam and Stu give examples of Milgram's experiments, asking why you bought the shoes you're wearing, and how picking up dog poo makes you feel when you do, or don't, own a dog. They both also recommend Rory Sutherland's book "Alchemy: The Surprising Power of Ideas That Don't Make Sense" as a starting point for anyone looking to understand and change behaviours. Adam also discusses the need to find a brand category, like the work of OMGyes which fills the niche of education around sexual pleasure.

Adam leaves us with what he is looking at and working on in behavioural science at the moment: s p a c e - where ideas meet influence and DOA - a social cause agency working with business, brands, government and movements to have a positive impact on the world.

Contact & more information:
Adam: Twitter, LinkedIn
Stu: Twitter, LinkedIn, Stu's blogs