|Author(s): Richard Bordenave, Eric Singler, Françoise Waintrop, Etienne Bressoud
Collection: Congress 2014 - What Inspires?
Keywords: Ethnographic Research, Customer Satisfaction Studies, Concept Testing, Behavioural Targeting, Purchasing Behaviour, CSR
ESOMAR Best Paper Award 2014/2015
ESOMAR Congress 2014 Award Winner - Best Case History
ESOMAR Congress 2014 Award Nominee - Best Methodological Paper
ESOMAR Congress 2014 Award Nominee - Best Paper Overall
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The jury said:
"Excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come.”
Ethnography lies at the heart of re-inventing and promoting customer-centric services. A keystone of behavioural economics, it inspires policy makers to re-design their actions for more efficient results with easy and cheap nudges. This paper presents a French government case study that relies on the NudgeLab approach to promote the use of digital tax administration. In this presentation guidelines on the best use of nudge design for optimal ROI are proposed, whether for public or private enterprises.