Harnessing the power of data, research and behaviour

Evidence-based decision making. Evidence-based policymaking. Evidence-informed decisions.

These keywords have largely defined and characterised the era that we operate in – one that is driven by evidence – which we often derive from the data that is collected, insights and information gathered or observed.

Particularly in an era today where challenges are becoming increasingly complex and wicked, the use of evidence stands as a guiding light amidst the chaos, offering a structured approach that relies on concrete data and rigorous analysis rather than gut feelings or anecdotal evidence to guide decision making and solutions that can drive positive impact.

It is within this context that we embarked on a collaborative journey with the Ministry of Culture, Community, and Youth (MCCY) to explore the enhancement of social connections in Singapore.

The central challenge faced by MCCY, in partnership with Verian (formerly Kantar Public), was framed as follows: How can we fortify the bonds that connect people to Singapore, thereby fostering resilience in our society? MCCY's foundational values of Care, Cohesion, and Confidence served as the pillars underpinning this endeavour. However, it was imperative to discern the citizens' perspective on what these values truly represented and how they could contribute to heightened public engagement and connectivity.

To address this challenge, a series of key questions emerged:

• What elements contribute to an individual's connection to Singapore, and how do these elements manifest in the attitudes and behaviours of Singapore residents?
• Do these attitudes and behaviours converge as drivers of Connection to Singapore, aligning with the envisioned 3C pillars?
• What are the strengths and weaknesses within our society concerning the drivers of Connection to Singapore?
• Where should MCCY focus its efforts to strengthen the connection between citizens and Singapore?

To navigate this intricate terrain, we planned and adopted a four-stage process.

Stage 1: Define

The journey began with the clarification of the study's scope and focus, the formulation of initial hypotheses, and the identification of key areas for primary research. A comprehensive literature review was conducted to establish theoretical frameworks that would guide the development of hypotheses and provide a reference point for the research. Human-centred Data Science techniques, including Network Mapping and Social Media Analysis, were employed to construct a perceptual map of attributes organically linked to the 3C values and to unravel the narrative threads fuelling engagement with these concepts. Expert interviews, involving seven "local champions," further enriched the understanding of intrinsic motivators and external factors shaping citizen-driven actions and ownership, while also rigorously assessing the validity of our hypotheses.

Stage 2: Discover

With a solid foundation in place, Stage 2 aimed to unearth the myriad expressions of a connected society as perceived by Singaporeans. This phase featured two critical components. Firstly, a deliberative citizens panel (comprising 72 participants) was convened to delve into what a connection to Singapore meant to individuals, their current engagement levels, and the factors influencing their attitudes and behaviours. Utilizing a blend of face-to-face and online dialogue sessions, this phase offered insights into spontaneous responses and prevailing narratives. Online forums complemented the deliberative workshops by providing a platform for deeper reflections on topics such as cohesion. Subsequently, a quantitative survey involving 4,311 respondents was conducted to validate insights from the deliberative panel and quantify attitudes and behaviours.

To refine our understanding, the 47 statements gathered from qualitative research were distilled into 25 factors, with four selected to represent the strategic pillars. The overarching goal, "Connection to Singapore," served as the central metric guiding the analysis. Cutting-edge techniques, including Path Analysis, Bayesian Modelling, and Structural Equations Modelling, were employed to unveil intricate relationships among variables, thereby facilitating a nuanced comprehension of how drivers interrelate and informing strategic focus areas.

Stage 3: Validate

Stage 2 highlighted the moral foundation as a pivotal factor in fostering stronger connections to Singapore. Stage 3, Validate, sought to unravel the various moral values prevalent among Singaporeans, probing what "doing right" meant to them, identifying sources of influence, and testing potential messaging and programmatic approaches.

Drawing inspiration from Moral Foundations Theory by Jonathan Haidt, a customised exploratory framework tailored to the Singaporean context was devised. Literature reviews and data audits informed the development of a robust testing and validation framework. In-depth interviews were conducted to fine-tune statements, ultimately leading to a full-scale questionnaire administered to 2,007 respondents. The resulting segmentation revealed six distinct moral segments within the Singaporean population.

To gain deeper insights, 12 online Focus Group Discussions were conducted with the three largest moral foundation segments—Fairness Fighters, Compassionates, and Purists. These discussions probed sources of influence, attitudes, and behaviours unique to each segment, using contentious scenarios to elicit segment-specific insights.

Stage 4: Engage

In the final stage, the aim was to translate insights into actionable strategies. A shared experience co-creation event brought together stakeholders and the public to collaboratively devise solutions for stronger connections. Leveraging an Appreciative Inquiry approach, participants converged on key insights and shared visions for a more connected Singapore. Expert perspectives and academic input enriched the discussions, culminating in the co-creation of solutions based on aggregated visions. Gamification elements further enhanced participant engagement and ideation.

As MCCY endeavours to create a harmonious society and foster a sense of belonging among diverse communities, these studies on the motivations, drivers, and values of Singaporeans provide a critical lens through which to understand our evolving society. In an era where values and motivations increasingly influence social relations and engagement, these findings offer a roadmap for refining engagement strategies. Rather than relying solely on demographic targeting, a values-driven approach can harness the power of fairness, care, and dignity to unite volunteers and promote the values of a compassionate meritocracy.

The workshop held in Stage 4 not only offered insights into the aspirations of Singaporeans but also validated the strategic thrusts of 'Commitment,' 'Caring,' and 'Civic Engagement.' It garnered high levels of satisfaction, knowledge acquisition, and increased confidence among participants, reaffirming the government's intention to work hand-in-hand with citizens to address policy issues. The workshop catalysed a movement among stakeholders to develop initiatives fostering social connections, further validating efforts to build a more connected Singapore."

Lessons in adopting a multidisciplinary, evidence-based approach

As we endeavoured through this research journey, we drew on three key learning lessons when reflecting on what it means to be driven by evidence:

Firstly, the study serves as a prime illustration of evidence-based policymaking in practice. At every juncture of the policy cycle, research and evidence played a pivotal role. From shaping the initial agenda, evaluating the importance of fostering connections among Singaporeans, to crafting policy formulation and decision-making, and culminating in the testing and validation of strategic frameworks through an Appreciative Inquiry-led Deliberative workshop, research and data have been the guiding stars. What initially commenced as an exploratory study to unravel the drivers behind residents' connections to Singapore transformed into a comprehensive, end-to-end study, validating a framework that is not only beneficial to MCCY but also extends its utility to current and prospective stakeholders, as well as organisations and individuals dedicated to nurturing more resilient and interconnected communities within their respective domains.

Secondly, this study exemplifies the practice of leading by example. As emphasised in Phase 3, the effectiveness of strategic frameworks is intrinsically linked to their execution. Encouragingly, post-workshop polls and interviews with stakeholders and participants revealed a positive reception. Participants expressed appreciation for the opportunity to engage in collaborative policy deliberations, exchange diverse perspectives, and collectively devise practical solutions that could be prototyped. The workshop thus served as a testing ground that confirmed the validity of the framework. It stands as a compelling case study for governmental ministries, agencies, and organisations, highlighting the efficacy of this framework as a means to foster stronger connections among Singaporeans. Furthermore, it underscores the government's commitment, exemplified through initiatives like Forward Singapore, in providing platforms for Singaporeans to forge deeper connections with their nation through meaningful public engagements that amplify their passions and concerns.

Lastly, this research underscores the profound potential of uncovering uncharted territories through diligent inquiry and maintaining an open mindset. It is a testament to the exciting journey research can embark upon, leading to the discovery of hitherto unexplored realms that fortify frameworks and hypotheses. A prime example emerges from the revelation that moral motivations play a foundational role in fostering stronger connections. This insight underscores the significance of individuals caring for, engaging in, and committing to causes that align with their moral values and behaviours, thus forming a critical pillar of connection-building.