Behavioural Insights Group Rotterdam (BIG’R)
Research shows that 90 to 95 per cent of our decisions are made subconsciously. So we’re not actually that rational! And that’s just as well – if we were to consciously think through all our behaviour, we wouldn’t get much done. However, when we want to influence other people’s behaviour, we often (unconsciously!) assume that we are dealing with completely rational beings. That is why policy, services and enforcement are often developed on the assumption that people make conscious and considered choices. This does not always align well with reality. Behavioural science takes this into account, and therefore often leads to a more effective approach.
BIG Rotterdam (BIG'R) originated from a collaboration between the City of Rotterdam and Erasmus University Rotterdam. In 2021, BIG Rotterdam relaunched as an independent impact centre, operating under Erasmus University Rotterdam as part of ERBS. This enables BIG Rotterdam to collaborate with various partners.
BIG'R’s approach
BIG Rotterdam (BIG'R) investigates whether social problems or everyday issues can be resolved or improved by positively influencing people’s behaviour. This is done from a scientific perspective, using a fixed approach and established methodology. We observe behaviour and, drawing on scientific knowledge, propose interventions and solutions that we test in practice on a small scale.
BIG'R has developed its own unique approach and works according to a protocol. This protocol helps to identify the factors that influence behaviour and how these should be addressed. Every case is different, so we assess what is required on a case-by-case basis.
BIG'R can also be contacted for consultancy or training enquiries.
Managing director is dr. Inge Merkelbach, email: merkelbach@essb.eur.nl
Want to know more, check the website