In November, BC Behavioural Insights Group (BC BIG) released The First Four Years, a report of the first years of our work. We included case studies of some of the projects we’ve done around the province, including designing better maps to protect mountain caribou, helping British Columbians unemployed due to the pandemic return to work, and improving the management of groundwater in the province.
Over a series of blog posts, we will shine a spotlight on individual projects and invite your questions.
CASE STUDY SUMMARY
We designed clearer notices to seafood producers reminding them to submit their seafood census data. We sent these at appropriate time intervals to make sure they had the information they needed at the right time. The new reminders resulted in a 35% increase in reports submitted on time. Most producers submitted their reports after the intervention.
The Challenge
Each year, seafood producers in British Columbia are asked to report the types and amount of seafood they processed the previous year. Producers may not submit their census on-time (or at all). This could be because the process is too complex or the incentives to do so are not clear. Or it could be that they forget and need a reminder. Knowing how much seafood is harvested helps with provincial decision-making.
The Approach
The project team changed the frequency and content of email reminders.
Companies who received the behaviourally informed letter were significantly more likely to complete and submit their census on time.
The Results
For the 2017 reporting year, we sent 244 producers the standard email. For the 2018 reporting year, we sent those same producers the behaviourally informed email. We then conducted a pre-post test to estimate the change in timely submissions due to the new email. In 2017, 68% of seafood producers submitted their report before any enforcement actions were needed. In 2018, this figure was 93%—an increase of 35 percent. These improved submission rates are important because they:
Reduce staff time spent responding to requests for help
Reduce costs associated with database and data estimates
Reduce the administrative burden for enforcement
Provide a more complete annual seafood census, which is crucial for economic analyses, sector funding decisions, program development, and international fisheries treaty negotiations
Behavioural Insights Used
Prompts
We sent producers emails to remind them about the census 30 days, 5 to 7 days, and 1 to 2 days before the deadline.
Personalization
We included the recipient’s name and key company information in all emails.
Simplification
We removed nonessential text, added a call to action, and formatted emails to focus on critical information.
Incentives
We included the rationale for soliciting this information and the potential consequences for not responding.
Step-by-step Process
We included a flow diagram in the final reminder and subsequent emails to indicate the current point in the process and upcoming enforcement action.
Behaviourally informed emails with timely reminders made a big difference for B.C.'s seafood producers. How have you used timely reminders? Let us know in the comments.