Behavioural Insights Team

The Behavioural Insights Team (BIT), often referred to as the "Nudge Unit," is an organization that applies insights from psychology and behavioral science to improve public policy and societal outcomes. Founded in the UK, BIT analyzes how people make decisions and uses this knowledge to design interventions that encourage positive behaviors, such as saving money or improving health. By understanding the factors that influence choices, BIT helps governments and organizations create effective programs that guide individuals towards better decisions without removing their freedom of choice.