Behavioural insights

Behavioural insights (also called BI) helps us understand how people think, act, and make decisions. We use BI to help government create services that work better for everyone.

On this page:

• BC Behavioural Insights Group
• Working with BC BIG
• Behavioural insights in the B.C. government
• Learn more about behavioural insights
• Join the behavioural insights community in B.C.

BC Behavioural Insights Group

The BC Behavioural Insights Group (BC BIG) applies behavioural insights to complex policy challenges. We collaborate with ministries across government to co-design human-centred policy solutions. These solutions use an evidence-based understanding of human behaviour.

Our ethos guides all that we do. We care about...

Working with BC BIG

At BC BIG, we use a careful, science-based approach to make sure our ideas work in real life. We help ministry partners:

• Understand their problem(s)
• Create new ideas
• Test those ideas to see if they work

We offer three services:

1. Sludge reduction for service improvement
2. Behaviourally informed strategy for effective policies, programs, or services
3. Evidence-based communications for behaviour change
    

To learn more about our services, you can:

• view our services page (forthcoming December 2025)
• discuss your challenge with us by booking office hours (for B.C. government employees only)
• fill in our intake form (for B.C. government employees only)   
   

Behavioural insights in the B.C. government

Since 2016, the B.C. government has used behavioural science to improve policies and services. You can read about this progress in the latest report (PDF, 5.6MB).
 

Learn more about behavioural insights

Behavioural insights uses ideas from psychology, economics, and other sciences to understand how people make decisions.

Here’s how you can learn more:

• Watch short videos that explain BI
• Take our BI Basics course or view other opportunities via the Learning Hub (for B.C. government employees only)
• Visit the BI Wiki for tools, examples, and an events calendar
   

Join the behavioural insights community in B.C.

Want to stay up to date on behavioural insights events, ideas, and news? Join BIG Difference BC by signing up for the newsletter.

BC BIG and UBC Decision Insights for Business & Society (UBC-DIBS) co-run BIG Difference BC, a joint initiative to advance behavioural insights in the province (and beyond!). Together, we write newsletters, host an annual conference, and share helpful resources on our website.