An evidence based approach to behaviour change

Behavioural change is our passion. That is what drives us. We support our clients and collaborators throughout all of the behavioural change process; from the identification and specification of behavioural problems, to the implementation of nudge solutions. We strive for high quality work, honesty and scientifically evidence-based solutions.

At iNudgeyou, we have worked with nudging and applied behavioural science since 2010. Our team is highly specialised in applied behavioural science and is recognised around the world within the field of nudging. In all of our projects we are fully dedicated to deliver the best possible performance while still being ethically responsible for any of our nudge interventions implemented out in the world. Our ethical approach to implementing nudges, ensures wide acceptance among client employers as well as employees. Our thorough scientific understand of human behaviour combined with extensive practical knowledge, makes us one of the leading teams in the industry.

We help our clients with:

  • Identifying behavioural problems and specify the wanted behavioural patterns.
  • Identifying theoretical and empirical explanations regarding the behavioural problem at hand.
  • Developing nudge solutions.
  • Designing and conducting experiments in order to test and evaluate the effectiveness of the employed nudge solution.
  • Implementing nudges.

Our approach and methods

At iNudgeyou we have a “diagnostic” approach to solving behavioural problems. That is, we do not develop behavioural solutions before we are able to make a solid and qualified estimate of what may cause the behavioural problem at hand.

Our diagnostic approach to behavioural change increases the probability of identifying the right causes of the problem, and thus developing effective nudge solutions. Therefore, we are particularly concerned with the preliminary analyses of the behavioural problems.

When solving practical problems for our clients, we apply our diagnostic model, BASIC©, developed by Ph.D. and behavioural scientist, Pelle Guldborg Hansen. We utilise BASIC© as a screening tool to ensure that the causes of the behavioural problem are systematically investigated. Further analyses of the behavioural causes are typically supported by:

  • Literature reviews
  • Observational studies
  • Interviews
  • Statistical analyses of behavioural data

When the behavioural causes have been identified, BASIC© is once again applied during the development of the potential solutions that are likely to attenuate the problem.

We are strong proponents of close partnerships throughout all of the change process. In our experience, this ensures correct identification and analysis of the behavioural problem as well as making sure that the developed solutions are realistic and tailored to fit the organisational context of the client.


If you are interested in collaborating with us or want to know more about what we offer, you are very welcome to contact Jossi Steen-Knudsen: 
+45 6024 8500

Enquires from Ibero-America, please contact Sebastian G. Fonzo: 
+54 9 1123765323  


We have conducted numerous behavioural experiments since 2010, and during the years we have expanded our knowledge and expertise. Therefore, we have acquired a better understanding of what works and more importantly, what does not work in a wide variety of contexts.

Conducting experiments, whether small and large scale, is important, since it provides valuable knowledge about the effectiveness of nudges. This knowledge is greatly preferred in advance before any comprehensive implementation takes place in practice.

We work with

  • Public Policy
  • Work Environment
  • Flow
  • Health
  • Consumption
  • Debt & Delinquency
  • Communication
  • Environment & Sustainability


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