Frequently asked questions

Humans are complex social animals and behaviours are inherently multifaceted.
Behavioural science recognises that people don’t always act in perfectly rational or predictable ways. instead, our decisions are shaped by habits, emotions, biases, social norms, and the environment around us.

Behavioural science is the study of how people make decisions and take actions in real-world contexts and how Individuals behave within systems. It brings together insights from psychology, economics, neuroscience, sociology, and anthropology to understand why humans behave the way they do — and how those behaviours can be influenced. At its core, behavioural science recognises that people don’t always act in perfectly rational or predictable ways. Instead, our decisions are shaped by habits, emotions, biases, social norms, and the environment around us.

 
Key Principles

Behavioural Change science incorporates evidence-based insights from; natural sciences; neuroscience, ecology, evolution, social sciences, humanities, anthropology, sociology, psychology, economic, political science, computer science, and digital humanities. However some of the key behavioural science concepts include:

Nudges: Subtle changes in choice architecture (e.g. putting healthy food at eye level).
Social norms: People are strongly influenced by what others do.
Framing effects: The way information is presented shapes how it’s received.
Defaults: People tend to stick with the pre-set option.
Cognitive biases: Mental shortcuts that affect judgement, like loss aversion.

Practical Applications

Behavioural science has moved from theory to practice across many fields:

• Public Policy and Government - Governments use behavioural insights to design policies that encourage beneficial behaviours.
• Health and Wellbeing - Behavioural strategies are applied to promote healthier lifestyles.
• Environmental Conservation - Campaigns use nudges and social norms to encourage sustainable actions.
• Finance and Business - Organisations apply behavioural science to improve customer experience and decision-making.
• Service and Product Design - Behavioural insights are used to create user-friendly systems and services.
   
  Why It Matters

The strength of behavioural science lies in its practicality. It doesn’t just describe behaviour — it helps design better systems, campaigns, and services that align with how people actually think and act. This makes it a powerful tool for tackling complex challenges, from climate change to public health.

Our process begins with an initial consultation to understand your needs and challenges. Following on from this, we provide a customised delivery plan and pricing options.

Go to the Case Studies page and select a case study that piques your interest. Follow the payment link to open access. Each project provides insights into the structured approach taken to tackle complex challenges through a behavioural science lens