UK Government Unveils Behavioural Insights 'Framework'

The UK government's Crown Commercial Service (CCS) has announced a new 'framework' to help public bodies procure the services of behavioural insights firms, including smaller companies.

The framework is available for use by central government departments and other bodies including NHS Trusts, schools, universities, colleges, local authorities and the Police and Fire Services.

The government encourages the use of advances in behavioural insights to tailor public services to citizens, and says the latest agreement is expected to be worth up to £16m over 4 years (although the framework itself is set to run for three before being reviewed). Six suppliers will make up the initial roster, with one pending and five named - these are Ipsos MORI, CFE (Research and Consulting) Ltd, McKinsey & Co. (UK), Kantar Public and the Behavioural Insights Team - the last of which was set up by David Cameron's government and is often referred to as the 'Nudge Unit'.

A previous framework, specifically for market research agencies, was set up in 2009 and included 108 agencies from across the UK.

John Manzoni, Permanent Secretary for the Cabinet Office and Chief Executive of the Civil Service said of the latest launch: 'Behavioural insights have been a part of policy making at the heart of government for a significant amount of time now. This new framework will enable all public sector organisations to access this expertise, helping them to design efficient, effective public services that meet the real needs of citizens'. David Skinner, Crown Commercial Service's Director of Corporate Solutions added: 'We've taken this opportunity to redesign our framework solution offer for Behavioural Insights, opening up the market to a wider range of expertise that can deliver greater outcomes and commercial benefit to our customers'.

The preamble for the framework, RM6004, states that 'A supplier appointed through this framework will be able to inform policy and service design by using behaviour change, with an emphasis on finding innovative ways of encouraging, enabling and supporting people to make better choices for themselves'. Specific uses are listed as follows:

• Policy analysis, development and advice
• Service insight, service design, service delivery and organisational reform
• Design and implementation of trials
• Evaluation and reporting of trials
• Capability building, including the design and delivery of learning activities
• Thought leadership, including strategic work to review and identify untapped opportunities to apply behavioural insights.

The agreement is detailed at www.gov.uk/government/news/government-harnesses-advances-in-behavioural-insights-with-new-framework .