What we do

The Behavioural Insights Team, often called the ‘Nudge Unit’, applies insights from academic research in behavioural economics and psychology to public policy and services.

In addition to working with almost every government department, we work with local authorities, charities, NGOs, private sector partners and foreign government, developing proposals and testing them empirically across the full spectrum of government policy.

Read the team’s blog.


We are responsible for:

  • encouraging and supporting people to make better choices for themselves
  • considering the application of behavioural science to policy design and delivery
  • advancing behavioural science in public policy
  • championing scientific methodology to bring greater rigour to policy evaluation

Who we are

Our director is Dr David Halpern.

We are a small team of 13, with backgrounds in academia (behavioural sciences and experimental methodology), policy making and marketing. We are based in London.


Our publications

Contact BIT

General enquiries

Make an FOI request

  1. Read about the Freedom of Information (FOI) Act and how to make a request
  2. Check our previous releases to see if we’ve already answered your question
  3. Make a new request by contacting us at:

Freedom of information requests

FOI Team
Cabinet Office
Room 3.32
1 Horse Guards Road

Corporate information

Jobs and contracts

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