Behavioural Insights Team (A) and (B)

The Behavioural Insights Team case introduces students to the concept of choice architecture and the value of experimental methods (sometimes called A/B testing) within organizational contexts. The exercise provides an opportunity for students to apply these principles to solve a managerial problem – increasing tax compliance rates among delinquent taxpayers. Students are asked to rewrite the letter that the UK tax department (HMRC) sends to delinquent taxpayers; this exercise is based on a successful behavioral field experiment run by the UK government.