A typology of nudges

We’re working on an assessment tool to use with pubs and bars. The tool is meant to measure how welcoming the venues are to their non-drinking (or “less-drinking”) customers. We have been pondering all the various factors we could include in the tool, and how to classify them.

Having met some people from the Behaviour and Health Research Unit (BHRU) at Cambridge, they pointed me to their paper “Altering micro-environments to change population health behaviour: towards an evidence base for choice architecture interventions” in BMC Public Health. It could just help us get some of our ideas in order too.

The article has a nice typology for “choice architecture interventions in micro-environments”; I’ll just call them nudges from now on. There are nine types of nudges in this scheme:

    • Ambience (aesthetic or atmospheric aspects of the environment)
    • Functional design (design or adapt equipment or function of the environment)
    • Labelling (or endorsement info to product or at point-of-choice)
    • Presentation (sensory properties & visual design)
    • Sizing (product size or quantity)
    • Availability (behavioural options)
    • Proximity (effort required for options)
    • Priming (incidental cues to alter non-conscious behavioural response)
    • Prompting (non-personalised info to promote or raise awareness)

The first five types change the properties of “objects of stimuli”, the next two the placement of them, and the final two both the properties and placement.

I can see how we could use this as a basis for our thinking on the factors we want to measure pubs and bars on. For example, some basics like the choice of non-alcoholic / low-alcohol drinks would be about Availability, display of non-alcoholic drinks could be Presentation, Proximity and also Priming, drinks promotions would be Prompting and Labelling, and staff training could perhaps be about Prompting too?

I can’t instantly think of anything that we couldn’t fit into the typology (although we might need some flexibility of interpretation!). Interestingly, when the Cambridge researchers reviewed the existing literature, they could only find alcohol related nudges of the ambience, design, labelling, priming and prompting types. And not many studies overall, especially compared to research on diet which was the most popular topic for these types of nudges.

On the other hand, we could probably also find at least one metric for every one of the nine types of nudges, but they might not be the most interesting or important ones for this project. But it could still be a useful exercise to go through.

An events event

Eventbrite did a survey of event organisers recently. I like surveys, so filled it in out of curiousity mainly. Ok, we do organise quite a few events with Club Soda so I did have genuine responses to offer to the survey.

The survey results are now out, there was also a big event at the Methodist Central Hall one morning last week to announce them. The report findings aren’t that relevant to me or Club Soda, as the responses and focus is more on much bigger things than what I’m involved in organising. But the panel discussion at the event had some interesting nuggets. Such as that not many people think SEO is among the most important event marketing tools for them, when it really should be, at least according to Eventbrite. Apparently they pay a lot of attention to the way their event pages look like to search engines.

Some other points that we’ve also come across were confirmed. For example that email is still the most important method of communication, and that 50% is a good rule of thumb when you try to estimate the drop-out rate between people signing up for events and those actually turning up (for free events at least, paid-for are not quite that bad of course).

And buzzwords that got mentioned enough times for me to wrote them down were: Content! Experiences! Storytelling! Community! User experience! Similarly, “learning from selfies” is a thing: according to one panelist a good aim for an event organiser is to “create selfie opportunities”.