Challenge
Household bill payment delays strained cash flow and field collection resources; traditional reminders were underperforming.
Approach
We designed and tested message frames leveraging social norms, national identity cues, and loss aversion, alongside practical hassle-factor reductions and on-the-spot payment options for field agents.
Outcome
All Behaviourally informed message variants outperformed the status quo, with the strongest treatments producing double-digit percentage improvements in on-time payment and reduced repeat visits.
Capabilities applied
Behavioural Insights; Field Trials; Operational Enablement; Data and M&E.
Team
- Dr. Umar Taj