WHAT IS BEHAVIOURAL SCIENCE?
Understanding human behaviour is challenging.
Behaviour is complex, and often seems inconsistent and irrational.
Also, people don’t always do what they say they do!
Behavioural science is an evidence-based, scientific approach which overcomes some of these challenges. It is the systematic study of how humans behave individually and with each other. It encompasses fields such as psychology, behavioural economics, sociology, and anthropology.
Behavioural science can be used to better understand why people behave the way they do, so we can:
Design products and services that people will like and use, and that will meet people’s needs.
Design interventions which have the best chance of changing behaviour.
