Rohan Grove

Head of Behaviour Change at HM Revenue and Customs

 

 

Rohan Grove is Head of Behaviour Change at HM Revenue and Customs. Since joining the organisation in September 2012, Rohan has played a key role in rapidly expanding the use of behavioural insights and experimental approaches to deliver better tax services in the UK.

 

Rohan leads a multi-disciplinary team of around 15 behavioural scientists and other specialists. As part of one current project Rohan and his team are working with their internal client to industrialise the use of control trials (i.e. ‘A/B’ or ‘multivariate testing’) and optimise digital tax services for more than 10 million UK citizens. Rohan’s behavioural science interests include the integration of (big) data analysis, digital service development, and behavioural insights to deliver better mass market services and products.

 

Rohan is a member of the UK Government’s new Trial Advice Panel helping spread the use of experimental approaches in public services. Prior to joining HMRC Rohan led a wide range of projects in the public sector building expertise in external communications, behavioural public policy, and consumer research to add to an original background in economics.