Service
Behavioural
Science.
Understanding why people do what they do. Behavioural science helps us understand how people make decisions, form habits and respond to information – so organisations can design services, communications and strategies that work in the real world.
Sector
Public sector · Health · Housing · Charities
Typical engagement
Research · Diagnosis · Intervention Design
WHAT IS BEHAVIOURAL SCIENCE?
Behavioural science is the study of how people actually make decisions.
Most decisions are not made through careful analysis.
They’re influenced by habits, emotions, social norms, mental shortcuts and the environments people find themselves in.
Behavioural science helps organisations understand these influences and design better communications, services and strategies as a result.
It’s not about manipulating people but instead about making it easier for people to achieve the outcomes they already want.
If people aren’t doing the thing you want them to do, the behaviour makes sense to them somehow.
HOW WE THINK
People don’t always do what they intend to do.
Understanding why is the first step towards meaningful change.
UNDERSTAND PEOPLE
How decisions are made in practice, not theory.
IDENTIFY BARRIERS
The friction, confusion and competing pressures people face.
DESIGN FOR REALITY
Creating solutions that work with human behaviour rather than against it.
HOW WE WORK
Understand why people act.
Organisations often know what they want people to do but not why people do something different.
Behavioural science helps uncover the motivations, habits, barriers and influences that shape decisions, so interventions are based on evidence rather than assumptions.
Understand the behaviour
We identify the behaviour that matters and the outcome you’re trying to achieve.
Explore the drivers
We investigate the motivations, barriers and influences shaping behaviour.
Design interventions
We develop practical changes to communications, services or environments.
Test and refine
We evaluate what works and help improve outcomes over time.
implimentation
Where behavioural science helps
Communications
Improving how people understand, remember and act on information.
Services
Reducing friction in journeys, forms and processes.
Change Programmes
Supporting adoption of new behaviours, systems and ways of working.
Public Outcomes
Encouraging participation, engagement and positive behaviour change.
COMMON QUESTIONS
What does behavioural science look like in practice?
A communication isn’t landing
The problem may not be the message.
It may be when it’s delivered, who it’s from or what competing information people are processing at the same time.
People aren’t completing a process
The issue may not be motivation.
The process may simply be too complicated, unclear or time-consuming.
A strategy isn’t being adopted
People may understand the strategy perfectly.
But existing habits, incentives or social norms may be pulling them in another direction.
Who it’s for
Behavioural science is useful when…
Related insights
Behaviour, decisions and change
FAQ
Frequently asked questions
Is behavioural science the same as nudge theory?
No. Nudge theory is one part of behavioural science. Behavioural science draws on psychology, decision-making research, behavioural economics and related disciplines.
Is this about changing people’s behaviour?
Sometimes. More often it’s about understanding why behaviour is happening and designing better environments, communications and services as a result.
Do you conduct research?
Yes. We use a range of research and insight methods to understand behaviour and identify opportunities for improvement.
Can behavioural science support strategy and communications?
Absolutely. Much of our work combines behavioural science with strategy development, communications and decision architecture.
Start the conversation
Curious about what’s driving behaviour?
If people aren’t engaging, adopting, responding or taking action in the way you’d hoped, behavioural science can help uncover why.
The first conversation is always free.