> This course is held in English

The Masterclass in Nudging, is a 3-day training course developed and organized by iNudgeyou, one of the leading nudge units in the world.

Nudging is a concept in behavioural science, and is an effective way to influence people’s behaviour, without restricting freedom of choice. The application of nudging in the world is increasing steadily, both within the private and public sector. If you want to become better at understanding human behaviour and create solutions that guide people to do what’s in their best interest, then this is the course for you.

At our course Masterclass in Nudging, you will get knowledge and training in how to identify problematic behaviour and devise solutions that match them. In other words, how to apply nudging. We will give you a thorough presentation to our diagnostic tool, AIMS©, and our processes tool BASIC©, that we have developed and use every day in our own work. These tools are the product of our sustained devotion to applied behavioural science. By using these tools, you will more effectively detect the behaviour problem, develop an appropriate nudge-solution and finally, implement and test the efficiency of your intervention.

Our aim with the Masterclass in Nudging, is that you get a get a scientific foundation for understanding behaviour and how to effectively change it. You will be introduced to the most up-to-date knowledge about applied behavioural science, including examples of how nudging works in real life settings.


The course answered many of the questions about nudging that had long been left largely/inadequately unaddressed by popular science books and academic articles; the paramount being how to actually go about applying nudging.
Ashleigh Woodend, PhD student at Erasmus University College

– Course Content –


What is nudging and what can it be used for? Nudging is the systematic and evidence-based development and implementation of nudges in creating behaviour change. In particular, nudging relies heavily on theories and methodology from behavioural economics as well as cognitive and social psychology, using microeconomic decision theory as a baseline. The first part of the masterclass will give you the complete answers on what nudging is, and the difference between a nudge and nudging.


AIMS©, is a diagnostic tool developed by iNudgeyou, that you can use to differentiate between behavioural problems, and to identify an appropriate nudge-solution. The model is divided in four categories of behavioural problems: Attention, Information processing, Motivation and Self-regulation.


BASIC©, is a strategic process tool developed by iNudgeyou, that you can use to work diagnostically when applying behavioural science, with the aim of developing, testing and implementing nudges for real world contexts. The framework consists of five phases:

  1. Behavioural mapping
  2. Analysis
  3. Solution concept
  4. Intervention
  5. Continuation


We will use examples from our own work to show you how nudging can be applied in a wide range of real-world contexts and how it can be tested properly. Internationally, we have advised and conducted reports for OECD, the World Bank and the European Commission. In Denmark, we have applied nudging in Danish supermarkets in corporation with a Danish minister, developed and implemented new and more efficient boarding procedures for Scandinavian Airlines, Emirates and Norwegian, assisted in the making of the layout of Copenhagen Airport’s new section “Finger C” and mapped months of smoking behaviour in the nightlife of Copenhagen.

By presenting examples from our own work and the work of others you will get a better understanding of what it takes to facilitate behaviour change, and how much can be achieved. You will also be presented to different cases during the course, in which you will have the possibility to practice on how to identify a behaviour problem and how to design an appropriate nudge-solution. 


 When can nudging be considered as manipulation? In the final part of the course we will discuss one of the most common worries – that the science of nudging will be used by potentially biased policy makers to manipulate citizens against their own will.  


This course is for professionals that work with or is dependent on human behaviour in regard to citizen-, customer- or employee behaviour. The participants could work in finance, public policy, academia, marketing, education or HR management, but also in other related fields where human behaviour is the key to success. We have previously had the pleasure of teaching practitioners focused on sustainable behaviour, communication, health, and public policy among other fields.


After 7 years of very hard work, iNudgeyou is today considered as one of the leading nudge units in the world. Internationally, we have advised and conducted reports for OECD, the World Bank and the European Commission. Our experience includes a wide range of experiments and projects, all with one common component – to investigate and develop strategies for pro-social behaviour initiatives.



May 22 – 24, 2017 
8.30 am – 4.30 pm all days

The Royal Library

€ 1450 ex. VAT



Pelle Guldborg Hansen, CE of iNudgeyou, Behavioural Scientist at Roskilde University, Chairman of the Danish Nudging Network and founder of TEN – The European Nudge Network.

Mia Simone Malthesen, Managing Director of iNudgeyou, M.Sc. in Economics


The course takes places at The Royal Library in an inspiring room overlooking the Copenhagen Harbour.


Food and beverages will be served throughout the course days by the local restaurant søren k, a Scandinavian themed eatery with a mention in the Michelin Guide. 

Do you wish to ensure one of the limited seats at the international nudge course?

May 22 – 24, 2017 in Copenhagen, Denmark


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– We have previously educated people from these companies, amongst others. –