Test tube behaviours refer to implementing a more scientific mindset in business. Scientific in this context refers to being willing to test new things by a process of forming hypotheses based on existing evidence, making a deduction and then testing through observation and experiments. We previously discussed the challenges in building a test tube behaviours mindset. Now we must discuss the methods behind test tube behaviour experiments.
Behavioural science is often linked to Randomised Control Trials (RCTs). David Halpern, CEO of the Behavioural Insights Team describes RCTs as “the gold standard of evidence-based policy” – adding to the notion that experimental thinking has great value.
An RCT-style experiment’s premise is simple: to test the effectiveness of an intervention that has been designed to influence a certain behaviour. This is usually conducted among two identical samples: 1) who are exposed to the intervention – a test cell 2) who are not exposed to it – a control cell.
However, RCT’s routes in medical science give the false impression that behavioural science experiments require an army of PhDs in lab jackets with large funding. This couldn’t be further from the truth. Richard Shotton’s £5 experiment into gender perceptions using dating website Hot or Not evidences this. So, if you don’t need PhDs, lab jackets and large funding to design and execute a test tube behaviour methodology, what do you need?
An evidenced based hypothesis
Chataway describes the need for an evidenced based hypothesis as being simple: you can do as many A/B tests as you like. But if A and B are wrong, the experiments are meaningless. Test tube behaviours are like market research in that they seek to remove ‘guess work’. Therefore, guessing A and B isn’t effective. Furthermore, Chataway emphasizes the value of mixed methods in test tube behaviours – especially when forming hypotheses. Shopper observations, behavioural search data and ethnography can all be vital in forming an evidence base to build hypotheses on.
Sample: representativeness over size
The Behaviour Business details how FANG businesses (Facebook, Amazon, Netflix and Google) successful apply test tube behaviours.These businesses can easily acquire large samples for experiments. For other businesses, acquiring large sample sizes is more problematic and costly. However, Chataway argues that it’s a sample’s representativeness (the extent to which it reflects the broader population it seeks to understand) that matters more. This is because a representative sample makes your experiment more relatable and applicable to the wider world vs. a large sample of the wrong people.
Context and environment are king
The Behaviour Business enforces the value of testing. However, Chataway places great emphasis on the environment/context that testing takes place. This is because our surroundings affect our behaviour and motivations. For example, an experiment could be conducted in two call centres. Each call centre has a control cell, where operatives test the existing script containing an intervention and a test cell, where operatives test a new script containing an intervention. It’s highly plausible that the intervention will succeed in one call centre and not the other. This is because each call center has a different environment/context. And it’s this, not necessarily the intervention’s quality, which determines whether it enacts the desired behaviour changes.
Measure what people do. But still listen to what they say
It’s now accepted that how people behave and how they say they behave are two different things. Like most behavioural scientists, it’s the former – observing and measuring how people behave – that Chataway places emphasis on. However, he doesn’t disregard the value in listening to how people say they behave. This can be a source of insight in itself as the difference between claimed and actual behaviour can be revealing. Understanding this difference can help understand whether behaviour is affected by biases, unconscious motivators or human error. All of which have different implications for businesses.
You are in the business of behaviour. Often businesses simply react to behaviour. However, it’s businesses that shape and establish behaviours that are more successful. Key to being able to do this is being more experimental in your mindset and using experimental methods appropriately. So, read The Behaviour Business, pick up some test tubes, and start to experiment.
For more information on The Behaviour Business go to: www.behaviourbusiness.com. And Richard can be contacted on Twitter at: @rich_chataway
