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You'll get tips on using behavioural insights, events and workshops for NSW public servants, as well as the latest evidence from applying behavioural insights to support NSW citizens.

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About us

Our mission is to work with NSW Government agencies to improve the effectiveness of public services and public policy.

We combine evidence from behavioural sciences and behavioural economics with the experience of service agencies and customers to identify and evaluate what works, when and why to change behaviour.

Our behavioural approach can be applied in a range of different situations to solve diverse challenges.

You can read the most recent Behavioural Insights Unit report (PDF, 3.65 MB).

How we can help you

There are four main ways we help NSW Government agencies.

  1. Rapid advice: We rapidly review policy or service-delivery proposals and test underlying behavioural assumptions against evidence or NSW practice experience. We run a regular Behavioural Insights Clinic to tease out and pressure test behavioural challenges or you can contact us for a tailored service.
  2. Improve the customer experience and reduce sludge: Sludge is excessive or unjustified frictions that make it difficult for customers to achieve their goals. We have a sludge audit tool we use with agencies to identify and rapidly resolve behavioural barriers that get in the way of good customer experience and the NSW Customer Commitments.
  3. Build and test behavioural interventions: We work with agencies on major priorities (like the NSW Premier’s Priorities) to build and test better ways to change behaviour and improve citizen outcomes. We use the most rigorous methodology we can, often randomised controlled trials (RCTs), to determine whether the intervention works and how it can be implemented.
  4. Behaviourally-smart NSW Government: We grow NSW public sector confidence and capability to use behavioural sciences and economics to improve citizen outcomes. We do this by providing guides to applying behavioural insights, supporting behavioural champions in agencies, sharing information on how NSW is applying behavioural insights and other activities.

Recent examples of our work

We have a track record over the past ten years of driving better customer experience and improved outcomes in key Government priorities.

COVID-19 clinic

COVID retesting

12% more people intend to get tested if they experience COVID symptoms


COVID self-isolation

29% fewer people breaching self-isolation after COVID tests


Licence applications

32% fewer follow-up support requests for trade license applications


Education - rural

Three times more teacher applications for rural & remote schools - more than 100 placed


Education - Apprentices

16% fewer apprentice and trainee dropouts - 7:1 return on investment



34% fewer missed hospital appointments



25% fewer no-shows of DV defendants at court

Cancer scan


27% more women reapplying for leadership roles - Gender gap in reapplication reduced from 45% to 4%



More free trees given out and time taken for applications reduced by 73%

Latest blogs

How to consult customers during COVID-19

COVID-19 restrictions have meant that we’ve all learned new ways to reach customers, and deliver services. In 2020, we shifted our engagement using online methods. We wanted to share with you some of what we have learnt about how to approach digital customer consultation for behavioural change.
Online meeting

Helping frontline staff stay mentally healthy

In order to deliver world-class public service, we need to ensure public servants know how to maintain their wellbeing and can get the support they need.
Fire truck from the Fire and Rescue NSW

Electrical safety campaign gets spark from behavioural insights

We worked with the Better Regulation Division (BRD) of NSW Customer Service on an electrical safety campaign. In this interview we speak with Mikael Kjaerbye, Acting Manager for Community and Industry Engagement at BRD about how behavioural insights improved safety messages.
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Guides and research

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