Behavioural Insights Team

The Behavioural Insights Team, often called the ‘Nudge Unit’, applies insights from academic research in behavioural economics and psychology to public policy and services.


In addition to working with almost every government department, we work with local authorities, charities, NGOs, private sector partners and foreign government, developing proposals and testing them empirically across the full spectrum of government policy.


Our director is Dr David Halpern.

We are a small team of 13, with backgrounds in academia (behavioural sciences and experimental methodology), policy making and marketing. We are based in London.