Apply behavioural science to better understand and influence behaviour

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’ll 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 actually make 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.


"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


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Ever since his Masters in Social Sciences, Benjamin has been working in the business of changing behaviour (consumers, customers and citizens alike), specilaising in applying the latest behavioural science and insight to a variety of problems - from tackling shisha smoking and the misuse of ambulance services to influencing shoppers' grocery store choice and behaviourally optimising the car buying process.
Benjamin has worked in various strategic and leadership roles in marketing, advertising and social/market research with clients spanning public, private and third sectors in the UK, Europe and Middle East - covering health, retail, automotive, transport, utilities, government/public and financial services.
He is currently Head of Behavioural Sciences at Corporate Culture Group and has presented at the European Social Marketing Conference and Nudgestock Festival as well as winning a Silver Award at the world's first behaviour change awards - The Nudge Awards 2015.  

Additional Information

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