RCTs have typically been used to evaluate medical interventions, and frequently employed by us (behavioural scientists) to determine the success of behavioural nudges. In their simplest form, an RCT involves evaluating interventions by comparing them to a control. The randomisation component ensures bias is minimised, making RCTs one of the most rigorous experimental designs on offer.

What it’s great for

• Live trials, at scale, where it’s possible to have two or more conditions (e.g. old comms vs. new comms, old product vs, new product)

What you get

• Robust, at-scale data with p values and clear changes in behaviour
• Irrefutable C-Suite ready reports
• Permanent change in behaviour of customers/users