Date: 26 - 26 Oct 2022

What is Behavioural Science and how can it help business analysts? We will explore how individuals make decisions that drive certain behaviours. We will also share top tips to allow business analysts to nurture the environment required to deliver successful change.

The agenda includes:

  • Behavioural Science definition
  • Behavioural Science's application to change management
  • Key lessons to overcome challenges in change transformations
  • Q&A



Here is some additional output from the event:

  • Link to Martha’s article here
  • Martha’s recommended book list, for people who wants to expand on the Behavioural Science topic.



Book Name


Year Published

Direct touch points to the presentation

What is the book about and why does the presenter recommend it?


Thinking, Fast and Slow ​

Daniel Kahneman​



From Nobel Prize winner considered founder of Behavioural Science. A decade old now, but still interesting read including all key concepts in Behavioural Science. Most apply to the everyday people problems encountered by a BA. A classic, but it is not a light read. Suggest reading it when your attention is high.​


Nudge: The Final Edition​

Thaler and Sunstein ​

2021 (last), 2012 (first)​

Lesson Learnt 3. Address bias via behavioural nudges

From Nobel Prize winners. Popular approach to influence behaviour. E.g. It has been leveraged by the Government, regulators and even the United Nations to improve ESG Risk.​


Switch: How to change things when change is hard

Dan Heath and Chip Heath



Great introductory book to Behavioural Science as it leverages the very vivid analogy of the elephant, the rider and the path to highlight what change is needed and how best to tackle it. Easy read with practical examples.


Even Better If: Building better businesses, better leaders, and better selves ​

Thornton, Kohler & Sampson ​


Lessons Learnt: 1. Communicate the Vision and 2. Psychological Safety (both from chapter on Purpose)

This recommendation is affected by the “Endowment Effect” bias, because I am quoted in its Change Chapter with concepts that all BAs can leverage (e.g. Addressing different emotional reactions to change, making change strategic, framing change, etc…)


Happiness by Design

Paul Dolan



Dolan combines the latest insights from economics and psychology to explain that our happiness has two drivers: pleasure and purpose.. Using what Dolan calls deciding, designing, and doing, we can overcome the biases that make us miserable and redesign our environments to make it easier to experience happiness, fulfilment, and even health.  


Evolutionary Ideas

Sam Tatam


This book is where I discovered the phrase that I quoted during my closing remarks: “The Future is not Technological, it is Psychological” (from Rory Sutherland).

This book shows how behavioural science and evolutionary psychology can help us solve tomorrow's challenges, without re-inventing the wheel.


The Behaviour Business: How to apply behavioural science for business success​

Richard Chataway​



This book has great examples of how to apply Behavioural Science to business and the ‘real world’. There are meaningful insights on how to attract and retain customers, fuel lasting innovation and change workplaces to maintain happy and productive employees.​


​Atomic Habits

​James Clear


Lesson Learnt 5. Practice makes perfect

​Clear provides a practical framework to create good habits and overcome bad ones. He uses real-life examples to explain how tiny changes in behaviour can result in the formation of new habits and help you achieve big things.




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