MASTERCLASS IN BEHAVIOURAL INSIGHTS & NUDGING
November 11th, 12th & 13th, 2024
PREPARATORY STEPS
Hi again!
We warmly welcome you to discover the preparatory materials as well as background knowledge and inspiration about iNudgeyou, Nudging & Behavioural Insights!
Everything on this site is to ensure you get the best start on the Masterclass in Nudging & Behavioural Insights!
We look forward to meeting you soon!
Kind regards,
The iNudgeyou Team
NB. To minimise food waste and to give you the best experience, the café would like to know a bit more about your food preferences during all three course days.
>> Upload your food preferences here
Questionnaire 1
This questionnaire concerns your pre-existing knowledge within Nudging and Behavioural Insights.
We simply use your answers in order to calibrate the teaching to your existing knowledge.
Please complete the questionnaire now, or on Wednesday the 6th of November at 10 AM at the latest.
Approx. 5 minutes
Questionnaire 2
Have you completed questionnaire 1?
If so, lets continue with the next one.
As something new, we have developed a personality test to learn a bit more about you. Try to answer the questions as well as you can, even though some of them might seem a bit strange. They will make sense when we meet. Please complete the questionnaire now, or on
Wednesday the 6th of November at 10 AM at the latest.
Approx. 7 minutes
Preparatory reading
At this Masterclass, you will be acquainted with a completely new approach to working with behaviour and the development of behaviour-changing initiatives. With this appraoch, previous theories, methods and forms of documentation must be build upon or discarded – just as new ones must be acquired.
This shift in understanding and working with human behaviour can be overwhelming, which is why this course continually will alternate between teaching, problem solving and reflection exercises.
Before the Masterclass, we would like you to read one of the preparatory texts. Text 1 is for those who is new to this field and text 2 is for those that have some knowledge already.
We will recommend everyone to read text 2 after the Masterclass.
Read text 1: What is nudging?
Read text 2: Introducing Behavioural Insights
Primary literature
The primary literature for this course will be the following:
Hansen, P.G. & OECD (2019). Tools and Ethics for Applied Behavioural Insights: The BASIC Toolkit, OECD Publishing.
You will receive the full report at the first day of the course.
If you are curious to read more about BASIC, you can have a sneak peek here:
The BASIC Toolkit, OECD Publishing
An Independent Science Centre that has pushed boundaries and created value since 2010
At iNudgeyou, we have specialised in developing and testing behaviour changing concepts based on Behavioural Insights since 2010. This involves insights from the Applied Behavioural Sciences.
For over a decade, we have been one of the world’s leading centres in Applied Behavioural Science, accumulating a broad portfolio of national and international projects addressing pro-social behavioural change.
These projects span various sectors, from developing and testing concepts for airports (including queue formation, boarding, security, and logistics) to supermarkets (including fruits and vegetables, fish, and organic products), industrial and work environment settings (including Maersk, Ørsted, and NCC), and the pharmaceutical industry (including production, safety, and compliance). We have also worked with national public authorities (such as the Danish Business Authority, the Danish Competition and Consumer Authority, the Danish Financial Supervisory Authority, the Danish Environmental Protection Agency, the Danish Tax Authority, the Danish Agency for Labour Market and Recruitment, and the Danish Centre for Cyber Security) as well as international organizations (including the OECD, the World Bank, the Nordic Council of Ministers, the European Commission, and the Brazilian government).
The somewhat 2000s-style name, “i-Nudge-you,” refers to a fundamental premise in our work: the ethical framework developed by the team at the center’s establishment, emphasizing the special and inevitable responsibility one assumes when intervening in others’ lives to change behaviour. This ethical framework was published in The European Journal of Risk Regulation, illustrating another premise of our work: the goal of publishing our work in leading scientific journals.
To this day, iNudgeyou – The Applied Behavioural Science Centre – represents the impossible idea; an independent research center dedicated to pushing the boundaries in applied behavioural science while creating tangible behaviour changes with measurable value for all our partners.
At iNudgeyou, we actively work to increase awareness and interest in behavioural research in the broader community and among decision-makers. This is achieved through the publication and communication of our work to the fullest extent possible, the preparation of Open Access reports, and the publication of scientific articles. Additionally, we actively support the Danish Nudging Network and the European Nudging Network through membership and donation of working hours, research, and studies.
Below you can discover a selection of our behavioural projects.
Nudging Conference Guests
Do you decide how much you eat? We tested the effect of different food sizes at a conference buffet and how it influenced how much people ate.
Watch the video and see our interesting findings!
You can also read the blogpost about the experiment.
Nudging Passenger Flow in CPH Airports
Nudging Smoke in Airports
Nudging at The Cycle Lane
A spring morning in 2016, one of our Junior Researchers discovered a potentially dangerous behavioural problem in the morning traffic. The team was assembled to solve the problem – and so they did!
Watch the video and see how we directed the bike traffic with yellow duct tape.
Meet the course instructors
Pelle Guldborg Hansen PhD
Behavioural Scientist, Roskilde University | CE, iNudgeyou
Pelle Guldborg Hansen, PhD, is a renowned Behavioural Scientist, recognised for his pioneering work in the field of applied behavioural science. As a Behavioural Scientist at Roskilde University and founder of the Danish Nudging Network, Pelle has dedicated over a decade to advancing our understanding of human behaviour and its applications in real-world contexts. At the helm of iNudgeyou – The Applied Behavioural Science Centre, Pelle serves as Chief Scientist & CE, leading ground-breaking research initiatives that have garnered international acclaim. His PhD, awarded in 2010, focused on game theoretical modelling of social conventions and norms, laying the foundation for his subsequent work in behavioural economics and insights. Pelle’s contributions extend beyond academia, as evidenced by his advisory roles with prominent organisations such as IBPPA and GAABS, and his position as an advisor to the Danish Governmental EU- and regulation forum. His expertise has been sought after by clients worldwide, resulting in tailored solutions that drive positive change. He is an accomplished author with research published in prestigious peer-reviewed journals and he has captured widespread public interest, earning coverage in leading media outlets. His seminal work on the BASIC framework, adopted and published by the OECD in 2019, stands as a testament to his commitment to advancing the field. A sought-after speaker, Pelle’s engaging presentations at conferences and events across the globe reflect his passion for leveraging behavioural science to inform policy, improve organisational practices, and foster positive behaviour change.
Caroline Gundersen
Managing Director, iNudgeyou
Caroline Gundersen, as the Managing Director at iNudgeyou, plays a pivotal role in overseeing the operational aspects of projects and managing the team. With a background in psychology and communication, Caroline brings a unique blend of skills to her position, enabling her to effectively disseminate scientific information and communicate complex ideas tailored to diverse audiences. Specialising in Applied Behavioural Science, Caroline has amassed over seven years of experience in developing evidence-based strategies with a pro-social purpose. Her expertise lies in utilising behavioural insights tools to drive impactful projects across various domains. Her keen interest in human behaviour, coupled with her communication acumen, allows her to bridge the gap between research and practice seamlessly. Caroline’s contributions extend beyond her role at iNudgeyou, as she actively engages in strategic communication initiatives aimed at spreading knowledge within the field of behavioural science. Her wealth of experience across different arenas underscores her commitment to advancing applied behavioural science and promoting positive societal change.
Jesper Elbæk Jensen
Behavioural Analyst, iNudgeyou
Jesper Elbæk Jensen is one of the centre’s behavioural economists and project managers, bringing valuable expertise in experimental design and data analysis to the team. With a background in behavioural economics, Jesper’s skills lie in applying behavioural insights to influence decision-making processes and drive behaviour change initiatives. As a project manager, Jesper leads the design and implementation of behavioural interventions, drawing on his in-depth knowledge of experimental methods. His analytical skills enable him to derive meaningful insights from data, guiding the development of effective nudges and behaviour concepts.
Jesper focuses on applying the principles of behavioural science in the real world and works closely with clients to develop tailored solutions that address their specific challenges. He is dedicated and detail-oriented in designing experimental frameworks to ensure that interventions are thoroughly tested and developed for maximum impact. In addition, Jesper is committed to advancing applied behavioural science through his research and contributions to academic discourse. His interdisciplinary background, which combines quantitative expertise with a deep understanding of behavioural economics, equips him with the necessary tools to tackle complex behavioural challenges and drive meaningful change across various domains.