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…the mother of all problems being climate change.

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

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, Mint, The Economic Times, The Times of India, Huffington Post, The Strait Times, BMW Guggenheim Lab, Warwick’s Behavioural Design Lab and more.

We also write in the editorials of the Mint and The Economic Times and write a column on behavioural finance in Mint.

Disclaimer: Briefcase’s clients include HDFC Bank, The Times Group, Franklin Templeton, YPO (Young President’s Organisation), Viacom18, Ronnie Screwvala Productions, Cyient, The Economist and more.


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