BIT (Behavioral Insights Team)

The Behavioral Insights Team (BIT), also known as the "Nudge Unit," is a group of experts that applies psychology and research to help organizations and governments design policies and campaigns more effectively. They focus on understanding how people actually make decisions and use small adjustments—called "nudges"—to encourage better choices without restricting freedom. Their goal is to improve public services, promote positive behaviors, and make policies more efficient by aligning them with natural human tendencies.