We humans are great rationalists, but are far from being rational. We shouldn’t be smoking but we do. We shouldn’t be over-eating, but we do. We should be exercising regularly, but we don’t. Getting people to change and take action can be tough. That’s why we rely on behavioural science.

Behavioural Design is the application of behavioural sciences – cognitive neuroscience, behavioural economics and proven experiments conducted by thousands of behavioural scientists around the world – to change human behaviour.

While educational and awareness-building campaigns are time consuming and money draining at changing behaviour, Behavioural Design is a high-impact, low-cost way of nudging people to take the desired action.

Behavioural Design is being applied to solve challenges related to consumer behaviour, organisational behaviour and public behaviour.

Within consumer behaviour, Behavioural Design is being used for successful new product adoption, habit formation, increasing marketing conversions online and in-stores, designing customer service and many more applications.

Within organizational behaviour, Behavioural Design is being used for getting employees to start or stop certain behaviours, improve productivity, collaboration, culture, engagement and many other applications.

Within public behaviour, the scope of applications is unlimited – reducing honking, saving electricity, getting people to save money, waste segregation, reducing road accidents, fuel conservation, reducing tobacco and alcohol addiction, hand washing, reducing crime, reducing tax evasion, open defecation…and the mother of all problems being climate crisis.

Take a look at how Behavioural Design can make a big difference in changing behaviour, increasing revenues, reducing costs and improving lives.

Hope you enjoy the blog. We would love to hear your views and comments. If you would like to see visual Behavioural Design nudges, click on @damani_anand.

Anand Damani and Mayur Tekchandaney


Behavioural Design and Briefcase have been featured in TIME, BBC, Forbes, Fast Company, TEDx talks, UK’s Marketing Society, The Times (London), The Atlantic, CNBC, The Economic Times, The Times of India, Mint, Huffington Post, The Strait Times, BMW Guggenheim Lab, Warwick’s Behavioural Design Lab and many more media.

4 replies to “About”

  1. Hi Anand,

    Loved your blog. It was interesting to read about your interests. Although a healthcare professional, I believe that in the extremely medicalised ways of our times there is a need to draw more from our basic sciences and simple observations. Social psychology, philosophy, epistemology like study areas are vast and most sciences would relate to them. Nonetheless, reality is infinite. 🙂

  2. Thanks Neha. Truly there is so much happening in the area of cognitive neuroscience, neuroeconomics, social psychology, etc that can be applied to alter human behaviour. Sigmund Freud and Carl Jung were good for their time, but now that we have far more access to how the brain works with fMRI, we can get some proof about why we do what we do. Thanks for stopping by. See you soon in cyberspace 🙂

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