Accelerate
Behavioural science masterclasses

Module 1:
Implicit Research
When they want to find out more about their customers’ behaviour, many organisations will ask them to fill out a survey. Unfortunately, this is often ineffective: Psychologists know that if we ask someone why they behave a certain way, they don’t always tell us the truth. In this opening module, we will teach you how to use a variety of techniques which can tell us what your customers are really thinking and feeling. From facial expressions to EEG brainwaves, we will reveal all.

Module 2:
Behavioural Models
Once we have a better idea of why people behave the way they do, we then need to develop a model to explain this behaviour and allow us to make predictions. In our second deep dive, we will critically examine the various ways in which behavioural scientists have tried to describe your customers’ behaviour. This will give you a detailed understanding of models such as the Theory of Planned Behaviour and Nir Eyal’s Hooked Model, which has been used to understand the widespread appeal of mobile phones and developing/maintaining habits.

Module 3:
Behavioural Biases
The C-Factors, introduced in our Core E-Learning programme, are a great starting point for an exploration of Behavioural Science. However, any Expert in the field will need a larger Psychological toolkit in order to carry out thorough interventions. In Module 3, your trainer will delve into the various biases and heuristics which underlie the C-Factors. We will also teach you the skills you need to implement two key frameworks used by Behavioural Science organisations around the world to modify behaviour: EAST and MINDSPACE.

Module 4:
Behavioural Design
Having identified the “friction points” for a customer, a Behavioural Scientist needs to design interventions to address these issues. This practical module will give you the skills needed to design your own solutions which work with your customers’ natural biases rather than against them. This upskilling process will take in our unique SLICE framework, which will give you the tools to make all of your assets more psychologically appealing.

Module 5:
Experimental Design
Learn about the different ways to design an experiment to test interventions.Learning to work with an experimental mindset is at the heart of behavioural science. Behavioural Science, like any scientific discipline, relies on observable data points to enhance its validity. You will be introduced to a step-by-step approach to experimenting and understanding data so that you can identify and explain significant results, and provide evidence to support how effective your interventions are. Our experienced trainers will address this academic topic in a fun and accessible way.

Module 6:
Ethics & Nudgeathon
Get introduced to the considerations and discussions surrounding the ethics of Behavioural Science. At Cowry we are committed to applying Behavioural Science ethically.  This module will involve an open discussion on the ethical considerations relating to the use of behavioural science, and how to ensure you incorporate these before embarking on a new intervention.  The session will end with a consolidation of your Masterclass knowledge by working on a challenge that takes you through the behavioural process, from research to identifying biases to applying design principles to selecting the right experimental approach.