One of the things I often get asked is about 'that nudge thing', or 'behavioural insights and behavioural science - is it all the same stuff?' So far, every time I have listened, what happens is that people, through no fault of their own, didn't get the right guidance or support in and applied the wrong solution to the wrong problem. There are many people out there selling solutions that may work in some settings but not in all. So how do you navigate this to avoid wasting time and money? First, it is important to realise that nudge, behavioural economics, behavioural insights and behavioural sciences are not all the same thing: behavioural insights are a method within behaviour change of using insights from data, psychology and behavioural economics to improve outcomes. They are useful, but sometimes you need other tools.
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