Esomar best case history 2014 and Excellence Award 2014/2015
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.