Case Study
March 2014

Choosing High Quality Hospitals. NHS Choices.

The King’s Funds
London School of Economics and Political Science
IESE Business School

A study into the choices people make while finding the right hospital for them.


Engaging and enjoyable (pre-tested) game to play for kids

Adaptation to mobile/tablets devices for field testing purposes

Decisions and choices tracing with millisecond precision

Random or fixed condition allocation

Integration of complex survey instrument/scales



2000+ lab and online participants, England only

Publication of high impact policy report published by the King’s Fund

Publication at Harvard Business Review (Reutskaja, E., & Fasolo, B. (2013). It’s not necessarily best to be first. Harvard business review, 91(1-2), 3.)

Presentations of findings at EACR and SPUDM international conferences

Case Studies

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How Spanish insurance company boosted in-app marketing campaign CTR from 3% to 30%.

Insurance company achieved more than just an efficient in-app engagement strategy that transformed a mere 3% click-through rate to an impressive 30%. They also gained a deeper understanding of the behavioural triggers and obstacles influencing user behaviour in the context of their online accounts. Through a combination of behavioural nudges - such as mental accounting and social proof - our targeted approach increased in-app digital interaction by a staggering 1000%.

public policy

Behavioural Experiments to Test CO2 Car Labelling: Shaping Vehicle Labelling Standards in the EU

Together with LSE, UOC, Tech4i2 and others, Expilab has co-delivered a project for the European Commission to improve consumer information and awareness about car ecological and CO2 labelling. The Expilab team has focused on co-design and execution of a set of online behavioural experiments across 10 EU countries involving 10,500+ participants. Behavioural experiments provided actionable insights for the design of effective consumer Eco CO2 labels capable of nudging citizens toward more sustainable transportation choices.


NHS Choices. Choosing a High Quality Hospital

A series of behavioural laboratory and field experiments exploring the impact of various behavioural nudges and, in general, of choice architecture on choices made by NHS patients and travellers were programmed and conducted using the Expilab web-platform. Decision process-tracing tools that allowed the collection of data about participants’ attention areas during the choice tasks were embedded into the design of the field experiments.


Using Gamification to Learn About How People Spend Money

Spending game is a research tool to study economic behavior of kids and adults through gamification. With the original idea coming from Dr. Heather Kappes from London School of Economics and Political Science (LSE), the spending game was co-designed and developed by LSE and Expilab.

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