inudgeyou – THE APPLIED BEHAVIOURAL SCIENCE CENTRE
The basic frameworkthe applied behavioural science centre
Applied Behavioural Science is here to stay
The application of Behavioural Insights in Public Policy, i.e. Behavioural Public Policy, has definitely come to stay. Reports such as MINDSPACE, EAST and Test, Learn and Adapt as well as the brilliant case collection Behavioural Insights and Public Policy published by the OECD has spurred the interest and motivation of public policy makers and behavioural scientists alike.
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THE APPLIED BEHAVIOURAL SCIENCE CENTRE
BASIC closes the gap in the literature
Little, beyond inspiration, has been written about how to actually apply Behavioural Insights in Public Policy; that is, about the processes, tools and challenges through which a BI-project usually progresses.
In particular, almost nothing has been written about how BI-specialists approach a policy issue in behavioural terms, as well as identifies suitable Behavioural Insights to apply in order to ensure an effective and responsible policy intervention.
The framework BASIC is the result of almost 10 years of work with Behavioural Insights, that Pelle Guldborg Hansen has carried out as part of his university research and the work at iNudgeyou.
Figure 1. The BASIC Framework. Hansen & OECD (2019), Tools and Ethics for Applied Behavioural Insights: The BASIC Toolkit, OECD Publishing, Paris, https://doi.org/10.1787/9ea76a8f-en.
inudgeyou – the applied behavioural science centre
What is the BASIC Framework?
Like EAST and MINDSPACE, BASIC is an acronym. It stands for ‘Behaviour’, ‘Analysis’, ‘Strategies’, ‘Intervention’ and ‘Change’.
BASIC provides prospective BI-practitioners with a detailed framework for developing Behavioural Public Policy from the beginning to the end of a BI-project. It does this by presenting tools for:
- identifying and conceptualising relevant policy issues in terms of BEHAVIOUR,
- ANALYSING the behavioural challenges targeted,
- identifying the relevant Behavioural Insights to apply as potential STRATEGIES,
- field-testing solutions through INTERVENTON based on proper experimental designs, and finally,
- implementing effective solutions as Behavioural Public Policies through a structured phase called CHANGE.
BASIC is not only distinguished from other frameworks by encompassing the whole process involved in BI-projects. It also distinguishes itself by being diagnostic – a feature captured in BASIC by means of a theoretical framework which systematically relates the BEHAVIOURAL ANALYSIS to that of identifying what Behavioural Insights to integrate in potential STRATEGIES.
THE APPLIED BEHAVIOURAL SCIENCE CENTRE
Learn how to use the BASIC Framework
BASIC is the backbone of our successful Masterclass in Behavioural Insights & Nudging where we through the past 10 years have had the pleasure of lecturing both Danish and international policy makers, practitioners and academicians.
The Masterclass is for you who has a desire to learn how to work structured with the practical application of behavioural science.
Read more about our Masterclass if you are interested in the practical application of behavioural science.
Tiffany Kaminsky
Co-Founder & Chief Impact Officer, Symend
My experience
“I would highly recommend the iNudgeyou Masterclass in Behavioural Insights & Nudging. The team is very knowledgeable and the program content was extremely valuable.“
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THE APPLIED BEHAVIOURAL SCIENCE CENTRE
The Diagnostic Link
At iNudgeyou, we believe that successful behavioural interventions begin with a clear understanding of why people act the way they do.
That’s why we use the ABCD Wheel of Change – a simple yet powerful framework that organises the key drivers of behaviour into four categories:
Attention, Belief formation, Choice, and Determination.
Each of these domains captures a fundamental aspect of how people perceive, decide, and act in everyday life. But crucially, the ABCD framework is not a toolbox of tactics — it is a diagnostic model.
By identifying which driver is at play in a given behaviour, we can create a diagnostic link between what explains the behaviour and how best to change it.
This link is at the heart of all our work.
It ensures that any behavioural strategy we recommend is not just intuitive or popular — but precisely targeted to the underlying mechanism.
This approach is the foundation of our Masterclass in Behavioural Insights & Nudging, where participants learn how to diagnose behavioural barriers and build interventions grounded in scientific insight.
Figure 2. The ABCD Wheel of Change. Hansen & OECD (2019), Tools and Ethics for Applied Behavioural Insights: The BASIC Toolkit, OECD Publishing, Paris, https://doi.org/10.1787/9ea76a8f-en.
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