The step-by-step nudge method


Our method for behavior change is a step-by-step methodology based on the work of Nudge and Behavioral Design Expert, Sille Krukow, Daniel Kahneman, and Cass Sunstein. It combines insights, theories, and tools from cognitive psychology, behavioral economics, and design thinking.

The methodology gives us the opportunity to better understand and analyze behavior and the barriers related to our patterns before defining intervention points to change them.
It leaves us to identify and address false assumptions about behavior and to design cost-efficient solutions within communication, digitalization, and new technology that facilitate impact, hence ensuring that the level of investment follows long-term goals and results on behavior and perception.The Krukow methodology, Kahneman, and Sunstein’s thinking have been used to e.g. measurably lead consumers towards financial and sustainable decision making within shopping and energy consumption and to ensure effective service and product development and employee engagement.

When changing behavior, the first step is to define focus. Which means breaking down strategic objectives into challenges and target behavior. We find that for a lot of companies, strategic effort often does not lead to the desired effect and change and simply goes to waste. Sometimes the reason for that lies in the way of/or the lack of breaking down and translating the strategic objectives into specific and operational behavioral target behavior. To make strategic objectives operational and likely to result in an actual change, we have to be able to first describe the challenges we are facing and the desired change in behavior for each objective.
According to Nudge and Behavioral Design Experts Sille Krukow, Daniel Kahneman, and Cass Sunstein this will allow us to become concrete and aware of our expectations to our organization and everyday operation and make it easy for our organization to understand and behave according to that. If we don’t put in the extra effort of breaking it into target behavior, strategic objectives often become fluffy platitudes, which are hard for the individual to follow. A fluffy strategic objective might for a moment, motivate us but over time it will leave us to fall back to old habits and ways of doing things.

Many companies are in their attempt to find new ways of accelerating change looking for rational explanations and solutions amongst their employees and customers. They use questionnaires, surveys, and focus groups to find answers on what to change to ensure, sustainable, safe, and healthy decision-making on a daily basis. However, this can be an effortful and not necessarily an effective way to drive change. As described in the book by Daniel Kahneman “Thinking fast and slow” 90% of human decision making is based on our surroundings in the moment of choice. This means that behavior is determined by how good or bad our surroundings play together with basic human instincts and subconscious decision-making processes. Our rational minds don’t hold the answer to change but our surroundings and subconscious behavior do. 

So, when we want to accelerate change in behavior our way of looking for answers should be focused on observations and interaction data. According to Nudge and Behavioral Design expert Sille Krukow, Daniel Kahneman, and Cass Sunstein this means that we have to become tourists in our own organization when investigating a behavior-based challenge – we use pictures to document existing surroundings, systems, and procedures combined with observations and interaction data – sign-ins, clicks, registrations to describe behavioral patterns. This will leave us with insights on what actually goes on rather than what we think and say is going on. To see the clip about the step-by-step method to nudging click here
To see the clip about the step-by-step method to nudging click here