Key findings from our research
In the first half of 2021, we worked with the Bank of England, market-leading firms and a research partner to trial the Plain Numbers Approach in a range of settings.
The Plain Numbers Approach involves implementing carefully chosen changes that generate substantial increases in the number of people who understand the information that they are presented with. It is built on insight from supporting people who struggle with numbers, psychology and behavioural science and has been validated by this independent research. These are the report’s key findings.
1. Using Plain Numbers doubled the number of people who understood the information.
Comprehension was measured by the number of people who were able to answer at least 4 out of 5 comprehension questions correctly. The least impactful trial saw comprehension increase by a quarter and the most by over two and a half times.
2. People don’t realise that they don’t understand
There was a stark disconnect between perceived and actual understanding. Participants were asked whether they agreed that the document was ‘presented in a clear and fair way and I understand it’. In all the trials at least 6 out of 10 participants agreed. However, in all the trials involving the original document, fewer that 4 out of 10 participants were able to show a reasonable level of understanding.
3. Using Plain Numbers creates the conditions for informed choice
Applying the Plain Numbers Approach starts to close this gap between perceived and actual understanding – creating the conditions for genuine informed choice, even for the millions of vulnerable customers who struggle with numbers.
Research partners
Bank of England
“We are delighted to see the results of the Plain Numbers trials. To see such consistent outcomes across a variety of industries and forms of communication reveals the beneficial impact that changing the ways we communicate can have for people. I would encourage organisations to take heed of these findings and think about how they can help their customers to better understand the information they are presented with, and thereby make more informed choices.”
Andrew Bailey Governor of the Bank of England
Kantar Public
“The success of these initial trials and the results demonstrate that the way numbers are communicated to customers – across a wide range of commercial settings - can be improved. Kantar Public look forward to working with Plain Numbers, and present and future partners, to provide further evidence for how this approach could bring benefits to companies, customers, and our wider society.”
Max Mawby Senior Director Kantar Public UK