Using insights from behavioral science to break barriers to post-secundary education
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Transcript of Using insights from behavioral science to break barriers to post-secundary education
Saugato Datta Managing Director, ideas42
Behaviorally Optimizing Higher Education: Improving Student Success through Behavioral Science
ESF Flanders Conference on Social Innovation Brussels, Belgium. October 25-26, 2015
Follow us on Twitter
@ideas42
agenda for session
2
esf flanders conference on social innovation
Day 1: Introduction to Behavioral Science & ideas42 • Why behavioral insights in Post-Secondary Education? • Case Study 1: Increasing On-Time Financial Aid Applications at Arizona
State Key Psychology: Social Norms • Case Study 2: Increasing Uptake of Tutoring Services at West Kentucky
Community and Technical College Key Psychologies: Time Inconsistency and Procrastination
agenda for session
3
esf flanders conference on social innovation
Day 2 • Recap of Cases • How did we get here? Overview of ideas42 RFP Process in Post-
Secondary Education • Discussion: What do we need for innovation?
first, a small quiz
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question 1
A cup and a saucer cost $1.10 in total. The cup costs a dollar more than the saucer. How much does the saucer cost?
cents
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question 2
If it takes 5 machines 5 minutes to make 5 widgets, how long will it take 100 machines to make 100 widgets?
minutes
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question 3
In a pond, there is a patch of lily pads. Every day, the patch doubles in size. If it takes 24 days for the patch to cover the entire pond, how long would it take for the patch to cover half the pond?
days
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quiz answers
• A cup and a saucer cost $1.10 in total. The cup costs a dollar more than the saucer. How much does the saucer cost?
• If it takes 5 machines 5 minutes to make 5 widgets, how long will it take 100 machines to make 100 widgets?
• In a pond, there is a patch of lily pads. Every day, the patch doubles in size. If it takes 24 days for the patch to cover the entire pond, how long would it take for the patch to cover half the pond?
$0.05 $0.10
5 min 100 min
23 days 12 days
incorrect (but illuminating) correct
9
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do these gentlemen want to get fit?
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what do we do?
Use the theories of behavioral science to design solutions to some of the world’s most
persistent social problems.
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With many partners in many different domains…
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In many countries across the world…
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ideas42 projects around the world
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Including internal government ‘nudge units’
Operational/Past: • Chicago Nudge Unit • 4 staff seconded to White House Social and
Behavioral Sciences Team • Western Cape, South Africa
In development: • Advisory role in World Bank’s new Global
Insights Unit (GINI) • NYC and Boston nudge units
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why work in post-secondary education?
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Just 59% of full-time, four-year college students graduate within six years
Source: https://nces.ed.gov/fastfacts/display.asp?id=40
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Just 29% of students in full-time community college students graduate within 1.5x the standard time period
Source: http://nces.ed.gov/programs/coe/indicator_cva.asp
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College is hard. (in ways we overlook)
to understand why, a small (fun) test
BLUE
why do behavioral work in post-secondary education?
Student retention and performance depend on behavioral phenomena: self-control, attention,
cognitive bandwidth, salience, etc….
self control is hard
30 ©2013 ideas42
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what we do what we intend ≠
Typically, when a program seeks to change this
We design it to change this
We actually need to
change this
limited self-control, inattention, status quo bias, etc. mean that…
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which may explain why only 29% of full-time community college students graduate within 1.5x the standard time period
Source: http://nces.ed.gov/programs/coe/indicator_cva.asp
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work in post-secondary education
Using the theories of behavioral science to improve student outcomes in colleges and
universities across the US.
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EXAMPLE – FAFSA FORMS
Traditional perspective: - They don’t want to go to college - They can’t afford it - They don’t understand its value, etc.
Behavioral perspective:
- FAFSA forms are too hard - They make families feel too “unsophisticated” to
go to college
Problem: Students are not applying for financial aid
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Increasing FAFSA Applications with Behavioral Design Spring Semester 2015
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1. In 2011-2013 http://money.cnn.com/2014/03/07/pf/college/fafsa-financial-aid/
Problem: only 18% of students file the FAFSA by ASU’s priority deadline, and many eligible students never file
• Priority filers are guaranteed maximum aid package
• Nationally, priority filers are offered 2x as much aid as those who apply later
• Nationally, at least 2 million students did not receive grants they qualify for because they did not file the FAFSA1
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Diagnosed six primary barriers to file from survey, literature review, and conversations with stakeholders
Students do not understand what information they need to file the FAFSA
Students do not adequately plan to collect the information they’ll need (once they know) Parent information is difficult to obtain and may require significant effort by both student and parent
1
2
3
Priority deadline not salient at the right time
Inaccurate mental model of who receives financial aid
Misperceived social norms of how many students submit the FAFSA
4
5
6
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befo
re p
riorit
y de
adlin
e Intervention 1: students Intervention 2: parents
• Population: 63,000 continuing students • Treatment group: 8 behavioral emails sent to students
- 3 sub-treatments compared BE email, short BE email, and peer BE email
• Control group: 1 standard ASU email sent to students*
• Population: 22,000 continuing students with parent emails on file
• Treatment group: 2 behavioral emails sent to parents • Control group: no communications*
RCT evaluated behavioral communications to students and parents before priority deadline
*Note this is standard protocol for ASU
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Intervention 1: design targeted identified barriers to action for students
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Intervention 1: design targeted identified barriers to action for students
Students do not understand what information they need to file the FAFSA
Students do not adequately plan to collect the information they’ll need (once they know)
Parent information is difficult to obtain and may require significant effort on part of both student and parent
1
2
3 3
2
2
1
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Intervention 1: design targeted identified barriers to action for students
4
Priority deadline not salient at the right time
4
Inaccurate mental model of who receives financial aid
5
Misperceived social norms of how many students submit the FAFSA
6
4
5
6
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Intervention 2: design targeted identified barriers to action for parents
4
1
3
Students do not understand what information they need to file the FAFSA
Students do not adequately plan to collect the information they’ll need (once they know)
Parent information is difficult to obtain and may require significant effort on part of both student and parent
1
2
3
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Intervention 2: design targeted identified barriers to action for parents
4
4
6
5
Priority deadline not salient at the right time
Inaccurate mental model of who receives financial aid
Misperceived social norms of how many students submit the FAFSA
4
5
6
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**indicates significance at the 95% level
Interventions 1 and 2 increased priority FAFSA filers by as much as 72%
29%
40% 44%
50%
0%10%20%30%40%50%60%
Control Student emails only(averaged)
Parent emails only Both student and parentemails
Number of Priority FAFSA Filers by Treatment Condition (Interventions 1 & 2)
** ** ** +38% +52%
+72%
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**Indicates significance at the 95% level
29%
40% 44%
50%
0%10%20%30%40%50%60%
Control Student emails only(averaged)
Parent emails only Both student and parentemails
Number of FAFSA Filers by Treatment Condition (at End of Study Period )
** ** **
Interventions increased priority FAFSA filers by up to 72%
+72%
*No difference in Intervention 1 between behavioral email conditions; all increased relative to control
© 2015 ideas42 46
Insights for future projects
• Email intervention was effective, nearly doubling rate of filing by priority deadline and increasing applications overall
• Parents are a valuable communication channel; merit careful consideration of
when to involve them
• Despite aggressive campaign, 66% of students said they received “the right amount” of emails; only 7% reported getting “too many”
• Project is scalable and cost-effective (vs $90 H&R block experiment)
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IMPLICIT NORMS
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NEGATIVE SOCIAL NORMS
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PERCEPTIONS OF SOCIAL NORMS
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FEATURES OF SOCIAL NORMS
Peer groups reinforce norms
Visibility of behavior is key
Framing matters
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Framing matters
FRAME THE BEHAVIOR
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FRAME THE BEHAVIOR
Framing matters
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Visibility of behavior is key
FOCUS ON THE RIGHT BEHAVIOR
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Visibility of behavior is key
FOCUS ON THE RIGHT BEHAVIOR
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DEFINING THE PEER GROUP
Peer groups reinforce norms
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DEFINING THE PEER GROUP
“A lot of people I know don’t go to college”
“66% of high school seniors go to college”
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GROUP ACTIVITY #1
• Think of a time when you started something new and at first felt like you didn’t fit in (immediately felt that you fit in).
• Take your favorite of the above examples and dig a little deeper into that situation. What were the details (location, mood, surroundings, actions of others) that prevented you from feeling like you fit in (helped you feel you belonged)?
• Discuss with your group. • Can you think of a situation faced by the population your
organization serves where a similar issue might exist?
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Increasing Uptake of On-campus Tutoring at West Kentucky Community and Technical College Dana Guichon, Andrew White, Katy Davis, and Piyush Tantia 2014-2015
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Problem: students do not use academic support services (tutoring) provided by the college
• 35% of students fail at least 1 class per semester • 20% of students withdraw from at least 1 class per
semester
High rates or students failing or withdrawing from classes
Low utilization of academic support services at the Tutoring Center
• 3-4% of enrolled students use tutoring per semester
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Availability of tutoring was not salient to students.
Feedback on coursework provided too late, thus students do not seek academic help at the optimal time.
Students hold misperceptions around tutoring and/or the Tutoring Center.
Steps associated with scheduling a tutoring appointment create hassles.
Faculty play a large role in guiding students toward tutoring, yet few students receive actionable encouragement from professors.
Diagnosis focused on five factors limiting tutoring uptake
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Randomized Trial 1 – Fall 2014
4,455 degree-seeking
students
treatment 4 ideas42
emails
industry standard
1 Starfish template email
control No emails
randomly sorted
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Behaviorally designed treatment emails targeted identified diagnoses
Reduce hassles associated with scheduling a tutoring appointment by providing clear and actionable information
1
2
Correct misperceptions around tutoring
3 Set a deadline so that students seek tutoring at the optimal time
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Intervention led more students to start going to tutoring and doubled the number of tutoring sessions attended
*Significant to the 90% level; **Significant to the 95% level Results look at students that started to go to tutoring on or after 10/14, which was the date the intervention was launched
Proportion of students that started attending tutoring
Number of tutoring sessions attended
1,14%
1,68% 1,82%
0,00%
0,40%
0,80%
1,20%
1,60%
2,00%
33
56
80
0
20
40
60
80
100 **
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Randomized Trial 2 – Spring 2015
261 faculty teaching that semester
treatment 8 ideas42 emails
control no emails
randomly sorted
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Behaviorally designed treatment emails targeted identified diagnoses
Encourage faculty to send referrals at the optimal time in the semester.
1
2
Peer testimonial around the benefit of tutoring for students
3 Reduce hassles associated with making a referral for tutoring
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Intervention tripled the number of faculty sending referrals and doubled the number of referrals sent
*Significant to the 90% level; **Significant to the 95% level
Proportion of faculty that sent referrals
Number of referrals sent
**
6,45%
18,98%
0,00%
4,00%
8,00%
12,00%
16,00%
20,00%
24,00%
Control Treatment
49
106
0
20
40
60
80
100
120
Control Treatment
© 2015 ideas42 68
Source: Faculty responses to emails sent
Faculty appreciated the email campaign
Thank you! I look forward to providing my students with
these resources. As a former WKCTC student I benefitted
tremendously from The Tutoring Center.
Dr. Baker, I appreciate this
idea; a reminder can sometimes do the trick and I will
be more cognizant of tutoring for my
students.
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Randomized Trial 3 – Spring 2015
3,121 degree-seeking
students on financial aid
treatment 9 ideas42 emails
control no emails
randomly sorted
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Behaviorally designed treatment emails targeted identified diagnoses
Reduce hassles associated with scheduling a tutoring appointment.
1
2
Peer testimonial from a student sharing a tutoring success story and correcting misperceptions around what to expect at a tutoring session.
© 2015 ideas42 71
4,99%
6,71%
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
Control Treatment
Treatment students were 34% more likely to attend tutoring and attended 53% more tutoring sessions
*Significant to the 90% level; **Significant to the 95% level Sample included all students taking at least one class for which tutoring was offered and excluded three students who had each attended over 20 tutoring sessions during the semester
Proportion of students that attended tutoring
Number of tutoring sessions attended
* 171
263
0
50
100
150
200
250
300
Control Treatment
*
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Source: Student responses to the emails sent
Students appreciated the email campaign
Just words of encouragement throughout
the semester would be awesome. I work full time
and have a family. Sometimes I get frustrated
and just need words of encouragement.
…your encouragement was extremely
valuable in motivating me to
take action
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Suppose I offer you a choice…
$100 today
$105 next month Or
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Which would you choose?
1. $100 today
2. $105 next month
1 2
50% 50%
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Now suppose I offer you the following choice…
$100 In 6 months
$105 In 7 months Or
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Which would you choose?
1. $100 in 6 months
2. $105 in 7 months
1 2
50% 50%
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CONTEXTUAL TRIGGERS Present-biased preferences often play out when something has immediate costs (often small, but feel big and immediate) and benefits in the future (may be large, but feel small or distant) Benefits
Costs
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PROCRASTINATION
Putting off doing something at the point where you previously predicted you would do it.
Definition
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PROCRASTINATION
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PROCRASTINATION: INSIGHT #1
80
It’s about Deferral • You postpone something you’ve previously
decided to do, and still in principle want to do
Change Mind
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Today
. . . . . .
Reality
PROCRASTINATION
Reality . . . . . Reality
. . . .
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Open-ended processes with
no fixed deadlines
WHEN DO WE PROCRASTINATE?
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Open-ended processes with
no fixed deadlines
Processes with too many
component steps
WHEN DO WE PROCRASTINATE?
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Open-ended processes with
no fixed deadlines
Processes with too many
component steps
Actions whose benefits lie far
ahead but costs are borne now
WHEN DO WE PROCRASTINATE?
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HASSLE FACTORS
Small roadblocks that need to be performed before you complete an action
Definition
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HASSLE FACTORS
86
HASSLE FACTORS: INSIGHT #1 Small hassles can have a big impact because they play into our other problem psychologies. For example, if we never procrastinated, some hassles would be less powerful.
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HASSLE FACTORS: INSIGHT #2 Effect is disproportionate to the size of the hassle. In other words, a small hassle can have an enormous impact.
87
Devoto, F. Duflo, E., Dupas, P., Pariente, W., Pons, V. (2011) “Happiness on Tap: Piped Water Adoption in Urban Morocco.” American Economic Journal: Public Policy, September 2011
Experiment: Households were given help with the administrative steps needed to get a piped water connection.
0
0,2
0,4
0,6
0,8
1
1,2
% signing up for piped water
control treatment
Results of Piped Water Adoption in Morocco
10%
70%
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HASSLE FACTOR TRIGGERS
Processes with many
(sub)steps to complete
Processes with too many kinds of steps to be
taken
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GROUP ACTIVITY #1
Part 1 • Think of times where you had a big deadline that you
failed to meet (were able to meet) • Take your favorite of the above examples and dig a little
deeper into that situation. What were the details (timing, location, mood, presence of others) that prevented you from meeting the goal (helped you reach the goal)?
• Discuss with your group. Part 2 • Discuss with your group a case (ideally among the
population your organization serves) where people fail to meet their goals.
• What has your institution done to help? • What could you do to help in the future?
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+
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rfp: a request for problems, not proposals
Source: http://nces.ed.gov/programs/coe/indicator_cva.asp
647 people across 600 organizations
72 attendees for RFP webinar
70 organizations interested in applying
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RFP APPLICATIONS RECEIVED
56 Applications Received
6
5
7
17
2
2
3
7
1 6 Community Based4-Year InstitutionNational NetworksNon-ProfitsResearch GroupsHigh SchoolsEd TechCommunity CollegesGovernmentMisc.
15 Financial Aid
10 Summer Melt
9 Utilization of Resources
9 Persistence
3 College Savings
10 Other
16 17
23
Pre
para
tion
Tran
sitio
n
Per
sist
ence
&
Com
plet
ion
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APPLICATION RATING PROCESS
7 dimensions:
Overall Feel Client Pool
Organizational Capacity
Leadership Buy-In
Scalability Intervention Promise
Appropriate Project Scope
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NARROWING THE LIST
Eliminated 12 based on pool size and implementation promise
Arrived at final list through rankings and group discussion
Final pool included both strong potential partners and thought leaders in the space
1
2
3
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+
+
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Pay attention to the individual’s inattention You might think that your customer is making an active choice not to use your product. Are you sure s/he considered it?
Inattention
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general lesson: define, diagnose, design … then test
DEFINE DIAGNOSE DESIGN TEST
REDEFINE PROBLEM
FIND ANOTHER BOTTLENECK
DISENTANGLE PRESUMPTIONS
INTERVENTION CONCEPT
CONTEXT RECONNAISSANCE
BEHAVIORAL MAP
HYPOTHESIZED BOTTLENECKS
POLISH INTERVENTION
DETERMINE FEASABILITY
INITIAL EXPERIMENT
DESIGN
ACTIONABLE BOTTLENECKS
SCALABLE INTERVENTION
DEFINED PROBLEM
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Today’s focus is tomorrow’s neglect The pressing needs of today are far more important than what might arise three months from now.
Present Bias
TODAY
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Small hassles can have large effects Small hassles can trigger the “not now” response, and lead to procrastination and inaction.
Hassle Factors
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How can we stimulate innovation?
• What sorts of institutions should be targeted?
• How can we insert the necessary technical expertise
• How do we ensure rigor in measurement?
• How can we make innovation ongoing and iterative?
Saugato Datta Managing Director, ideas42
Behaviorally Optimizing College: Improving Student Success through Behavioral Science
October 25-26, 2015
Follow us on Twitter
@ideas42
© 2015 ideas42 102 © 2015 ideas42 102
Increasing Applications to Work-Study Jobs at Arizona State University Andrew White, Nicki Cohen, Alissa Fishbane, and Piyush Tantia Spring Semester 2015
© 2015 ideas42 103
Problem: few eligible students apply for work-study jobs in ASU’s new SEED jobs program
20%
80%
Low Hiring Rate for SEED jobs
Position filled Position open
11%
89%
Low Application Rate for SEED jobs
Applied Did not apply
Fall 2014 data
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Incorrect mental models, non-salient deadlines, and hassle factors prevent students from applying
Students did not have the correct mental model about work- study jobs Application deadline not salient Hassle factors in the application process prevented action
© 2015 ideas42 105
Randomized controlled trial used one treatment arm
2,335 eligible freshmen
treatment 12 ideas42 emails
control 12 standard emails
randomly sorted
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Shape the right mental model of SEED jobs — emphasize financial and academic benefits in clear language
Make deadline salient and force a moment of choice
Reduce hassle factors with plan-making activity
1
12 emails targeted identified diagnoses
2
3
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More unique applicants and applications Trend towards more hires
**significant at the 95% level 1. Not a significant result. A large portion of applications were never reviewed due to organizational constraints
109 140
-
50
100
150
control treatment
Number of Unique Applicants
+30%
304
475
-
100
200
300
400
500
control treatment
Number of Applications
+60% ** **
Number of Hires1
55 hires
in treatment
50 hires
in control <
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Sinclair Project Summary & Results
September 16, 2015
Using behavioral science to do good
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DEFINE (THE PROBLEM): Ideas42 worked with Sinclair on the problem of late registration
The Problem Too many students register too late in the process. In 2014, a third of continuing, non-audit students registered for classes during the last month of the registration window and over a thousand students registered in the last week. Why It Matters • Sinclair has evidence that late registration correlates with decreased academic
success and retention. • Students who don’t register for classes early get locked out of classes and
sections that they need, which impedes on-time completion and retention. • When students register late it is difficult to project course demand and offer the
courses students will need and want.
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DIAGNOSE: WE IDENTIFIED THE KEY BEHAVIORAL BOTTLENECKS IMPEDING EARLY REGISTRATION
#1: Students are anchored to the perceived deadline as the day to act. This could be the registration deadline or the start of the semester.
#2: Registration isn’t salient for most students, particularly those that are not on campus everyday.
#3: There is little perceived value in registering early. Students don’t realize the consequences for delaying registration.
#4: Students appear to have various mental models (e.g., “don’t register until you’re sure”) which lead them to do something other than register early.
#5: The registration process contains a number of complex choices and hassle factors which lead to procrastination.
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DESIGN: WE CREATED TWO INTERVENTIONS TO ADDRESS THE BOTTLENECKS
Advising Intervention
111
Messaging Intervention
» Students were assigned opt-out “appointments” with academic advisors via email and text message. In the appointments, advisors encouraged them to update their My Academic Plan (MAP) and register for Fall courses.
» Daytime appointments took place during regular advising walk-in hours. Students with an appointment were able to skip the normal line.
» Evening appointments were conducted over the phone. Advisors called students directly at the prescribed time.
» ideas42 sent students in the treatment group a series of emails and text messages
» Students were sent 1-2 messages a week over the course of 12 weeks, 19 messages in total.
» Messages were sent in email-text pairs.
© 2015 ideas42 112
Diagnosis Design: THE INTERVENTIONs WERE TARGETED AT THE DIAGNOSED BEHAVIORAL BOTTLENECKS
112
Advising Intervention
Messaging Intervention
#1: Anchoring to
Deadline
#2: Salience of Registration
#3: Little
Perceived Value
#4: Different
Mental Models
#5: Hassle Factors
© 2015 ideas42 113
TEST: WE evaluated THE INTERVENTIONS USING A randomized control trial
113
Control Treatment
Con
trol
6,355 students did not receive
either intervention
6,390 students received the Messaging intervention
alone
Trea
tmen
t 2,600 students received the
Advising intervention
alone
2,556 students received both interventions
Messaging Intervention
Adv
isin
g In
terv
entio
n
»ideas42 ran a 2x2 intervention design to test the effects of the interventions separately and combined.
© 2015 ideas42 114
TABLE OF CONTENTS
I. Project Recap: Define, Diagnose, Design, Test II. Key Results III. Subgroup Analysis IV. Discussion of Results
114
© 2015 ideas42 115
KEY OUTCOME VARIABLE: EARLY REGISTRATION DEFINED AS ON OR BEFORE JULY 17
APRIL
S M T W Th F S
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30
MAY
S M T W Th F S
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17 18 19 20 21 22 23
24 25 26 27 28 29 30
31
JUNE
S M T W Th F S
1 2 3 4 5 6
7 8 9 10 11 12 13
14 15 16 17 18 19 20
21 22 23 24 25 26 27
28 29 30
JULY
S M T W Th F S
1 2 3 4
5 6 7 8 9 10 11
12 13 14 15 16 17 18
19 20 21 22 23 24 25
26 27 28 29 30 31
AUGUST
S M T W Th F S
1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
115
© 2015 ideas42 116
33,1% 35,4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
No Messaging(Control)
Messaging
% S
tude
nts w
ho re
gist
ered
ear
ly **
MESSAGING INTERVENTION increased early reg By 2.3 percentage points, or 6.9 percent.
116 ** = significant at 95% level All students, collapsing across advising treatment
© 2015 ideas42 117
STUDENTS WHO OPENED AT LEAST ONE MESSAGING intervention EMAIL REGISTERED AT EVEN HIGHER RATES
117
26,8%
21,0%
42,7%
0%5%
10%15%20%25%30%35%40%45%
No Messaging (Control) No Opened Messages Opened at Least OneMessage
% S
tude
nts g
oing
to
advi
sing
this
sum
mer
• Positive effect of opening email on registration, but there may be selection effects
© 2015 ideas42 118
MESSAGING EMAILS HAD GENERALLY HIGH OPEN RATES THAT DECLINED OVER TIME
118
• Two-thirds of all students who received a messaging email opened at least one of them.
43,0%
22,6%
12,9%
0%5%
10%15%20%25%30%35%40%45%50%
Weeks 1-4 Weeks 5-8 Weeks 9-12
Emai
l ope
n ra
te (%
)
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29,5% 31,4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
No Advising(Control)
Advising
Stud
ents
who
regi
ster
ed e
arly
**
ADVISING INTERVENTION increased early reg by 1.9 percentage points, or 6.4 percent
119 ** = significant at 95% level Excluding students who registered before advising treatment began, and groups Sinclair specified
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The advising intervention led MORE students to ENGAGE WITH advising
120
38%
47%
0%
10%
20%
30%
40%
50%
No Advising(Control)
Advising
% S
tude
nts e
ngag
ing
with
Ad
visi
ng fr
om 5
/4 to
7/3
1
• The intervention made students more likely to engage with Advising between May 4 and July 31 (not necessarily at the scheduled time).
• The range of what constitutes “engagement” requires further discussion.
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Messaging & Advising EACH increased early registration BUT NO ADDED BENEFIT OF BOTH
121
***
• The Messaging and Advising interventions both increased early registration, but there was no statistically significant additional benefit of a student receiving both.
26,8%
32,1% 30,4%
32,4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
None Messaging Only Advising Only Messaging & Advising
% S
tude
nts w
ho re
gist
ered
ear
ly ** ** **
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The ADVISING intervention INCREASED Fall semester RETENTION (7th day)
122
***
47,1% 46,3% 48,9% 48,0%
0%
10%
20%
30%
40%
50%
60%
None Messaging Only Advising Only Messaging & Advising
% S
tude
nts
who
regi
ster
ed
**
• Based on data updated on August 30, 2015 • ** = significant at 95% level
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The ADVISING intervention INCREASED fall semester RETENTION (14th day)
123
***
47,2% 46,3% 48,8% 48,1%
0%
10%
20%
30%
40%
50%
60%
None Messaging Only Advising Only Messaging & Advising
% S
tude
nts
who
regi
ster
ed
*
• Based on data updated on September 7, 2015 • * = significant at 90% level
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TABLE OF CONTENTS
I. Project Recap: Define, Diagnose, Design, Test II. Key Results III. Subgroup Analysis
IV. Discussion of Results
124
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THE INTERVENTIONS HAD STRONGER EFFECTS ON SOME VULNERABLE GROUPS BUT ON NOT OTHERS
Group Messaging Advising Combined
Overall +20% +13% +21%
Minority Students +18% +18% +36%
Developmental +32% +35% +34%
First-Generation +24% +2% +21%
No EFC +17% +9% +15%
Full-Time +21% +16% +31%
Part-Time +18% +10% +8%
• No consistent pattern emerged in the subgroup analysis. 125
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TABLE OF CONTENTS
I. Project Recap: Define, Diagnose, Design, Test II. Key Results III. Subgroup Analysis IV. Discussion of Results
126
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SUMMARY OF KEY RESULTS
127
Both the Messaging and Advising interventions succeeded in increasing early registration.
The Advising intervention increased overall registration (retention) in addition to early registration.
Subgroup analysis showed both interventions helped students taking developmental courses more than other students, but the pattern wasn’t consistent.
Students opened emails in the first 4 weeks of the Messaging intervention at a much higher rate (43.0%) than in the last 4 weeks (12.9%).
The mechanism of the Advising intervention’s success appears to be getting more students to engage with Advising.
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TAKEAWAYS & Recommendations FOR SINCLAIR
128
Advising Consider formalizing an outbound calling program in Advising as an effective way to
increase early registration and retention. Engaging with Advising is good for students, so finding innovative ways to increase such
engagement can drive positive outcomes.
Messaging Behaviorally designed reminder messages that keep registration top of mind, facilitate
next steps, and promote interim deadlines are effective in prompting action on key priorities.
Students opened emails in the first 4 weeks at much higher rates (43.0%) than in the last 4 weeks (12.9%), so limit overall messaging volume by focusing on the first part of the registration period.
Continue experimenting with text messages to nudge critical actions.