Richard Thaler is recognised as one of the fathers of Behavioural Economics, which seeks to discover and influence real-world human behaviour. His work as both a professor and consultant gave rise to his basic advice of ‘if you want people to do something, make it easy’. His (and others) work in this area has resulted in a number of teams that work in the area, most notably the Behavioural Insights Team (BIT) of the UK government.




