Digital Inclusion Behavioural Insights Research

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About this contract

Previously, LOTI (London Office for Technology and Innovation) and a consortium of London local authorities carried out research to develop a toolkit on how to map digital exclusion. In addition to this, Westminster City Council, Royal Borough of Kensington and Chelsea, and LOTI conducted further ethnographic research to segment the digitally excluded population into groups with shared characteristics. Two of the segments ('Not for me' and 'Reliant on others') made up over half of the digitally excluded population from the research, and they also constitute those who are most entrenched in digital exclusion and therefore the most difficult to engage. We would like to conduct further segmentation analysis of these two major segments to deliver behavioural insights findings which in turn would enable the development of behaviour change pilots and interventions to reach the most digitally excluded residents and engage them with digital support to increase and improve their digital confidence, ability, and sustainable skills. Previously, public sector stakeholders have recognised the importance of the research and pledged their support for further work. After the research has taken place, and the report has been delivered, we will look to engage other local authorities and public sector bodies to participate in this research study where appropriate. E.g., getting involved in hackathons to develop pilot proposals etc. Any findings and recommendations from this work would need to be scalable and replicable across local authorities and public sector bodies working to support digital inclusion across the UK.

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Who Cambridgeshire County Council has awarded before

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