The Science of Behaviour Change

Apply behavioural science to better understand and influence behaviour

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

Behavioural science has gone mainstream. Books like ‘Freakonomics’, ‘Predictably Irrational’, ‘Nudge’ and ‘Thinking Fast and Slow’ have created a surge of interest in the principles and ideas from the fields of behavioural economics and, more widely, behavioural science.

It’s now a must for anyone seriously interested in the business of changing behaviour to be competent and up to speed with the latest behavioural thinking and how it can be practically applied. This course does just that.

Before the training, you will be asked to think about a behaviour that you’ve tried to influence in the past – it might be, for example, changing shoppers' store choice, getting customers to adopt a new product/service, increasing healthier lifestyle choices or promoting pro-environmental behaviours. We’ll discuss your experiences as a starting point for what follows.

Learning outcomes


• Knowledge of the principles and latest insights from behavioural science – replacing traditional thinking

• Emerging insights from behavioural science into how people actuallymake decisions

• The most common decision-making ‘shortcuts’ and biases that affect behaviour

• How to audit and map the decision-making process to uncover key heuristics, behavioural influences and bottlenecks

• Actionable behaviour change tactics and ‘nudging’ concepts to apply in the real world

• A framework and tactics for designing effective behavioural interventions along with real-world case studies


Who will benefit

Anyone involved or interested in better understanding and influencing behaviour (consumers, customers or citizens): from researchers and strategists, to marketers, planners and policymakers. The course will benefit those looking for an introduction to these popular fields, as well as those who want to advance their knowledge and keep pace with the latest thinking, strategies and tactics for behaviour change.

Testimonials

"Brilliant!  I learnt a lot about how to breakdown a behavioural science approach and will use this back at work."

Jessica Rees, Ofcom
07 November 2019

"Insightful, helpful, useful and exciting."

Laura Treasure, Welsh Water
07 November 2019