Skip to main content

Learn applied Behavioural Science

6 Modules
3 Hours
12 Exercises

What is BEHAVES?

BEHAVES was designed with organisational people challenges in mind. So, whether you work in HR, finance, marketing or IT, we believe it will benefit every job role – but will be especially useful for leaders and change managers.

What does BEHAVES include?

When you join BEHAVES, you will get access to:

  • The seven effective levers that power all human actions
  • Fourteen of the most powerful insights that you can apply
  • The seven-step BEHAVES framework to help you break down any task – no matter how complex
  • Our BEHAVES handbook, with a deep dive into the scientific studies that inform the course
  • A CPD-accredited certificate of completion

Behavioural Science for leaders

You could use these skills to:

  • Help to solve hybrid and asynchronous working challenges
  • Improve accountability behaviours
  • Help people work though organisational change more effectively
  • Improve onsite safety behaviours
  • Improve your marketing campaigns’ engagement scores
  • And much, much more!

I've gone through the Behaves Academy and I have to say, I'm really impressed. It's clear, precise and a brilliant tool. You've taken something academic and actually applied it. It really is great to have all that juicy psychology in one place.


I think this E-learning course is great and I see many possibilities for my team. It is really impressive and I am really enjoying it.

Eric,L&D Specialist

The examples were great, especially the examples of each category - feelings, incentives, messages, etc. It is very thought-provoking and practical, and it became more so as I progressed through the modules. It is simple, well-organised and makes the science very accessible.

Ralph,L&D Specialist

The behavioural insights categories are well represented, and the interactivity is useful.

Debbie,Behavioural Scientist

I have completed a couple of the Behaves modules and I think they are very good and I could see them being genuinely useful. The content, graphics and voiceover are excellent. I also like the question section at the end of each section.

Jim,Managing Director

The first two modules are fantastic - keen to see more about applying the concepts later on. Love how interactive it is.

Ian,Tech Leader

Why choose BEHAVES?

It's practical and quick.

BEHAVES condenses 2 years’ worth of learning material into 6 modules that take just 3 hours. Although it is backed by a wealth of academic studies, BEHAVES isn't just theory – it's a practical guide to navigating the intricacies of human behaviour.

It's scalable and sharable.

There’s no point having a few lonely people on your team with all the knowledge. Share it with everyone! Large organisations and small businesses alike can benefit from rolling BEHAVES out to everyone on the team and sharing a common behavioural vocabulary.

It's relevant, and CPD-accredited.

BEHAVES equips you with the psychological knowledge to communicate more effectively and excel in any role. It’s a toolkit for success in every aspect of professional life. It’s also CPD-accredited, so will officially contribute to your ongoing professional development.

It's scientific - and fun!

We practice what we preach, so we used Behavioural Science to design BEHAVES. It’s full of new characters, fascinating insights and interactive games, as well as an opportunity to test out your new knowledge in an engaging hypothetical scenario.


Choose the right option for you


  • Multiple annual  user licences
  • CPD- accredited certificates for your whole team
  • Access to the handbook
  • Access to future insights modules when we release them
Optional extras:
  • Access the material via your own LMS
  • Customised brand / industry examples
  • Access to live workshop and events


  • An individual annual user licence
  • A CPD- accredited certificate
  • Access to the handbook
  • Access to future insights modules when we release them


  • A 42-page downloadable PDF
  • The BEHAVES Framework, and how to follow it
  • The Insights Toolkit
  • A list of academic studies
  • A list of further recommended reading


Behavioural science and BEHAVES content

Who is BEHAVES aimed at?

BEHAVES has been developed to be relevant to the world of work, but job agnostic – so, regardless of whether you are in sales and marketing, finance, IT, HR, manufacturing or research and development, BEHAVES will still be beneficial to you.

How did you create the 7 categories?

After long discussions about the need for a categorisation system that makes the wide range of behavioural insights easier to apply, we looked at some existing ways of doing this and felt there was something missing from what was available.

Using the gaps we’d noticed in the existing approaches to guide us, we developed our own system that would focus on how practitioners should apply an insight to drive change. So, we focused less on the ‘what’ – i.e., what an insight is – and more on the ‘how’ – i.e., how an insight would be used.

We gathered the most ubiquitous behavioural insights that we knew of – about 80 or so   – and assigned a label to each one according to how it influences our behaviour.

So, for example, we labelled Anchoring as ‘Informational’ because it pertains to how the presentation of information can nudge our decisions, and labelled Autonomy as ‘Feelings’ because it relates to how an internal feeling drives behaviour.

We then sorted all the insights according to their labels, which yielded seven broad categories, and gave them simple one-word names.

To be sure that we had a robust way of categorising insights, we cross checked with all the other models and frameworks that we were aware of. We found that our system was compatible with all of them – and, since then, we have not found an insight that doesn’t fit into one of our categories.

How did you choose the first 14 insights to teach?

It’s important not to overwhelm people when they are learning something new.

We therefore restricted the insights to just two per category, because we felt that one per category wasn’t enough variety to get a sense of the category itself, and that three was information overload; in face-to-face workshops we had trialled 21 insights and found that it was too many.

To select which insights to teach first, each one had to satisfy the following three criteria:

  1. Frequency: The insight had to appear regularly in popular behavioural science models and in the behavioural science literature.
  2. Relevance: The insight had to have relevance and resonance with the audiences we were teaching in our workshops.
  3. Utility /usefulness: The insight had to be considered practical and useful to the kinds of problems we addressed in our client work.

The specific 14 insights were selected based on feedback from our workshops.

How did you create the BEHAVES process?

Having worked in applied behavioural science for a long time, we knew how important it is to have a framework for applying knowledge and guiding problem solving. In our experience, the existing models were either too simple or too complicated. We wanted to create something more user-friendly, that guided practitioners from start to finish through a step-by-step process.

We started to generate some ideas on our whiteboard. All behavioural science projects begin with the identification of the specific behaviour that needs to change, so we wrote down “B”. Then we wrote down “E” because we believe that behaviour change should be accompanied by positive emotions. Our collective experience led us next to “H” for hurdles, because in any behaviour change process there will be barriers that need to be overcome.

Once we had B-E-H on the board, the rest of the process clicked into place.*

Actually, it was just BEHAVE at first, until we added the S. Feedback from client workshops had shown that the six-step framework was robust and practical, but that it lacked the consideration of the wider effects of behaviour change in organisations, so we improved it by adding the ‘systems’ step.

*In truth, we were amazed that behavioural scientists hadn’t used this acronym before, and couldn’t believe our luck when the order of steps needed to be taken in the design of a behavioural strategy spelled out BEHAVES. It’s like the universe meant it to be so.

How is BEHAVES different from other models out there?

“All models are wrong, but some are useful,” so said British statistician George Box. Our primary goal in designing BEHAVES was to create something useful.

In our opinion, all the well-known behavioural science models and frameworks offer something useful, but none are perfect. This goes for BEHAVES as well. But we have tried to create something that is – we believe – more comprehensive and wider ranging than other existing models. We also think it’s easier to use.

The BEHAVES model is unique in that it combines both a strategic process and an organisational system for behavioural insights – as far as we are aware, no other framework does that; we have explained above how our process and the insights categories are different from other available systems.

BEHAVES is also unique in that it has been designed specifically for applying behavioural science in organisations and organisational change.

Are you concerned about ethics?

Yes. Both the e-learning modules and our handbook contain advice on how to use behavioural science ethically and point to the GAABS-approved FORGOOD model for more detailed information. We are members of GAABS, which is the Global Association for Applied Behavioural Scientists, the independent body which represents the field and its practitioners.

What is the total seat time for the BEHAVES foundational e-learning course?

Each module is different, and the seat time is displayed at the start of each one. We estimate the rough time seat time for BEHAVES in total is between two to three hours, depending on the speed of the learner.

Can any of the modules or examples used be tailored to our organisation or industry?

Of course! We’d love to work with you to create something bespoke , although this would be at an additional charge. Please contact us and we’ll set up a call to hear more about what you are looking for.

Do you ever run face to face or “live” BEHAVES training?

Yes, we deliver a follow-up F2F or live Zoom workshop for those who have completed the foundational e-learning.

The benefit of the e-learning course is that it can be rolled out to large groups and each learner can work at their own pace. Once your team has completed the online modules, we can use the F2F or live session to jump straight into a more in-depth problem-solving session in which we apply the tools to a problem together.

Contact us to find out more.

Access to BEHAVES and logistics

Do learners need to complete BEHAVES within a certain timeframe?

No, but we would recommend leaving no more than a week between the modules so that the learning stays fresh. However, since it’s all self-directed, you have as long or as little as you like to complete the course.

How do my team get started with BEHAVES?

This is slightly different for every organisation, depending on whether you want BEHAVES to be linked to your LMS or not. We can either place it on your LMS using SCORM files if you prefer, or issue you with licence codes to use our platform. Contact us for more information.


How much does BEHAVES cost?

We currently charge £150 per user per year, but are open to price reductions for large groups. Contact us to discuss.

Is there a certificate for completing the course?

Yes, learners who complete the course will be issued a CPD-accredited certificate marking their achievement.