How we work
 

There are many ways to apply behavioural science - the optimal approach for it varies from one organisation to another, and from one situation to the next which is why we tailor our approach to each client's needs.

We have aligned our services to four main ways to use behavioural science in practice - learn more on the site!

Behaviour Change Wheel reference tool:
from Behavioural Diagnosis to BC Techniques
 

I have created a Miro board that brings together different elements of the Behaviour Change Wheel by connecting barriers from the Behavioural Diagnosis stage to Intervention Strategies and Implementation Strategies, as well as Behaviour Change Techniques. The goal is to create an accessible, free to use reference tool for behaviour change practitioners and it will be made open-access once finalised by the end of September. The launch will also include a live webinar with the opportunity to ask questions and offer feedback.

READ MORE

Curated BeSci reading list
 

If you are interested in reading more about specific topics that relate to behavioural science, I am curating a range of resources here from my archives that include 100s of articles collected over the years.

GO TO THE LIST

What do I actually do as a behavioural science practitioner?
 

Inspired by fellow behavioural science practitioners, I wanted to add my part to demystify what day-to-day roles in this industry/profession can look like.

FIND OUT

The success of "Nudge" is fundamentally WEIRD
 

Tim Harford’s article in the FT titled “What Nudge Got Wrong” covered a paper by two big names in behavioural economics Nick Chater and George Loewenstein on how focusing on the individual-level solutions has led behavioural public policy astray. There was a lot to comment on both Harford's article and the paper by Chater and Loewenstein, but I focused on why the WEIRDness of behavioural science is the implicit, underlying factor that seems to be missing from the discussion. It's no coincidence that "nudge" became a success even if it supposedly got something wrong - in fact, what it got wrong is exactly why it did. READ MORE

Why representativeness and inclusivity in psychology matter
 

Some time ago, I posted an article about how the cultural background of psychologists may have led them to a part of inquiry in their careers that they now question. In the lively discussion on LinkedIn, some questioned whether the ethnicity of a scientist or the research population matters when it comes to research topics like cognition. That conversation stuck with me, so I decided to revisit the question of how representative psychology really is and what the consequences might be. READ MORE

When you solve the wrong problem:

the case of Netflix's Play Something feature
 

When it comes to behaviour change, there are few silver bullets – a good understanding of the science will go a long way, but the secret to success often lies in the small details. It’s tempting to use intuitive examples from the scientific literature and take them as “truth”.

In reality, working logically from a deep understanding of the problem and considering the pieces of the behavioural puzzle as a whole will yield better solutions - otherwise you might end up spending millions developing a feature that does little to change the customer experience. READ MORE

When you accidentally train your customers to do something
 

Yesterday I came across a good example of how companies sometimes inadvertently "train" people to do something that they might later spend thousands of euros of market research and/or CX/SD experts to work out. READ MORE