Behavioral Insights Team (UK)

The Behavioral Insights Team (BIT), also known as the "Nudge Unit," is a UK-based organization that applies psychology and behavioral science to improve public policies and services. They analyze how people make decisions and design small changes—called "nudges"—that can encourage better choices without restricting freedom. For example, they might adjust how information is presented to increase tax compliance or improve public health. Their goal is to make policies more effective and efficient by understanding human behavior and subtly guiding individuals toward positive actions.