Introduction

In the last decade, behavioural science has, without question, become mainstream. It’s now over sixteen years since Daniel Kahneman won the Nobel Prize for Economics in 2002 for his work with Amos Tversky founding and developing the field of behavioural science. During the 1970s and 1980s, the duo fought hard to change established and entrenched thinking in both psychology and economics. Tversky once said "We were able to take psychology out of the contrived laboratory and address the topic from experiences all around us"1 , a foundation which is still the approach among the best of today’s researchers.

It’s also over ten years since another landmark; Richard Thaler and Cass Sunstein publishing their bestselling book ‘Nudge’, a book which revolutionised the way we think about choice and people’s decision-making. The book ultimately helped to launch the concept of a behavioural insights team, with the first team becoming established in the UK government in 2010 after the UK’s then Prime minister, David Cameron changed his thinking upon reading the book.

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