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BVA launches the BVA Nudge Unit


BVA has launched the BVA Nudge Unit, a cross-functional department combining two areas of expertise: behavioural economics and sector expertise. This new unit will help our clients to design, test, and implement innovative strategies intended to fast-track behavioural changes desired among citizens, users or consumers.

1. The nudge revolution or how to generate no- or low-cost major behavioural changes

In 2008, Richard Thaler and Cass Sunstein published “Nudge”. The culmination of 30 years of research and the bible of behavioural economics, this book revolutionised the understanding of how the average person makes everyday decisions. It identified new strategies, called the “choice architecture”, enabling individual behaviour to be influenced by means of actions and “nudges” which are often no- or low-cost and yet have a big impact!
Used by both policymakers (David Cameron in the UK and Barack Obama in the USA) and the world’s leading companies such as Procter and Gamble, the lessons drawn from behavioural economics and the nudge strategies which have arisen from it are going to revolutionise the world of market research.

2. BVA: an expertise developed from 2006 in collaboration with the world’s leading researchers in behavioural economics

BVA started to take an interest in behavioural economics from 2006 in order to complement its methodological approaches and to develop new ones. On the basis of partnerships set up with leading researchers such as Dan Ariely (Duke University), Paul Dolan (London Business School), Hilke Plassman (Insead and Ecole Normale Supérieure), and following numerous experiments, BVA has developed a unique and distinctive expertise which we would like to share with our clients with the launch of the BVA Nudge Unit.

3. BVA Nudge Unit: a team combining behavioural economics and sector expertise to design effective nudge strategies


BVA has launched the Nudge Unit, an expert team – led by Eric Singler, Richard Bordenave, and Etienne Bressoud – offering unique methodologies to assist our clients with designing and developing nudge strategies. Applicable to all sectors (public policy, health, sustainable development, banking, consumer goods, etc.), these strategies are used in conjunction with the tools normally available to institutional players or brands in order to fast-track behavioural changes, and consequently promote patient observance, reduce fraud, encourage sustainable practices, and create preferences, etc.





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