Behavioral Science intelligence for organizations
We help organizations make change happen in real work
When organizations know what needs to change but it is not showing up day to day, we help identify where the barriers sit across people, teams, leadership, workflows, and organizational conditions, then design practical interventions and support adoption over time
What companies usually tell us
- It didn’t stick. The initiative launched, but the new way of working never became normal.
- We trained people and nothing changed. Knowledge increased, but behavior in the work did not.
- Adoption is uneven. Some teams changed quickly. Others stalled, worked around it, or quietly reverted.
- We do not know what to change first. There are too many theories, too many activities, and too little clarity on leverage.
Does this sound familiar?
The work changed on paper, but the day-to-day work didn’t.
The visible problem may be adoption, leadership, culture, execution, or training transfer, but the underlying pattern is usually the same: something in the system is still keeping the old behavior alive.
Change & Transformation
The programme is active, but the change is not landing.
The milestones move, the comms go out, and the rollout happens, but day-to-day work still follows the old pattern.
Leadership
Leaders say the right things, but they are not reinforcing change.
The stated priorities sound clear, but managers still reward, model, or escalate in ways that pull people back..
Culture
The values are visible, but the system still rewards the old way.
The organization says it wants collaboration, ownership, feedback, or innovation, but routines and incentives say otherwise.
Adoption
The technology or process exists, but use is inconsistent.
One part of the organization uses it well. Another avoids it, works around it, or never fully integrates it into the work.
Why most change doesn’t reach full potential
Most focus on individuals: awareness, capability, motivation, habits. A few focus on the system: workflows, incentives, governance, norms, leadership, and structure. Real organizational progress happens when both come together.
Most approaches pick the frame before they diagnose the problem.
What usually happens
The solution is chosen before the barrier is understood.
Training is used for problems caused by workflow, incentives, or leadership signals.
System redesign is used for problems that are really about confidence, clarity, or competing motivations.
Everyone gets the same intervention even when different groups face different barriers.
Progress is tracked through activity, not behavior in real work.
How we work instead
We identify whether the problem sits more with people, the system around the work, or both.
We distinguish barriers across actor groups rather than treating “the organization” as one audience.
We triangulate across what people say, what the data shows, and how the work actually happens.
We prioritize leverage, not just a longer list of issues.
We design interventions at the right level and measure whether the barriers are actually shifting.
Ways to work together
Start with the question you need answered.
The work builds from there
We do not need to begin with a full program, some organizations need clarity first, while others need intervention design, pilots, implementation support, or capability building.
Start with clarity
Understand what is getting in the way
For organizations that know something is stalling but do not yet know why
Problem Framing | Diagnosis
Define the critical behaviors or conditions
Identify barriers across people and system conditions
Clarify where leverage sits and what to change first
Support adoption
Build internal capability and keep the change working
For organizations that need implementation support, stronger internal routines, or capability transfer.
Implementation | Capability building
Support rollout and adoption in real work
Equip teams to diagnose and intervene more effectively
Track movement over time rather than one-off activity
Create the change
interventions that fit the work
For organizations that need more than a diagnosis and want a practical way they can test and refine.
Strategy | Pilots | Playbooks
Design interventions at the right level
Sequence what to change first and what can wait
Test feasibility before scaling
Our method
AFB_SHIFT is the operating logic behind the work
We use a structured methodology to move from fuzzy change problems to targeted, testable action. It helps us avoid defaulting to more communication, more training, or a bigger programme before the problem is clear.
S
Specify
Define the behavior, actor group, and context with enough precision to work on it seriouslyH
Hypothesize
Map where barriers may sit across capability, motivation, and the wider system around the workI
Intervene
Design interventions that fit the real barrier pattern rather than the default response.F
Facilitate
Support adoption through pilots, routines, implementation support, and practical adjustments.
T
Test
Track whether barriers are shifting and whether the change is showing up in day-to-day work.The intelligence behind the work
Our methodology is being embedded into an intelligence layer that helps structure how barriers are identified, how evidence is combined, how intervention options are prioritized, and how progress is tracked over time. The goal is not to replace judgment, but to make the work more consistent, more traceable, and less dependent on intuition alone.
This is not just a consulting process, it is a system for making better decisions about change.
Behavioral systems intelligence
Understand where the problem actually lives
The intelligence layer helps distinguish between issues sitting with actor groups and issues sitting in workflows, incentives, leadership, norms, governance, or the wider system around the work
Decision support
Move from generic activity to sharper intervention choices
Rather than defaulting to more communication, more training, or a larger programme, the system supports more targeted choices about what to change first, for whom, and at what level.
Measurement over time
Track whether behaviors are actually changing
The platform is designed to support repeated measurement, intervention tracking, and a clearer view of whether change is showing up in real work.
Who we work with
Most organizations do not have a communication problem, they have a conditions-for-behavior problem.
We work across:
People, teams, leadership, workflows, norms, incentives, and the wider system shaping execution.
Grounded in behavioral and implementation science
Our work draws on structured behavioral frameworks, not just consultant preference or generic best practice.
Designed for both system and individual problems
Some barriers sit with actor groups. Others sit in the structure around them. Most sit across both..
We also apply the same methods to:
Digital Health & Product Teams
User engagement challenges, feature adoption, behavior-driven product design. Why aren't patients completing the onboarding flow? Why aren't users returning?
Built on a growing intelligence layer
We are embedding the methodology into a platform that supports scoring, triangulation, intervention routing, measurement, and more consistent decision support over time.
Government
Citizen behavior change, service uptake, policy implementation. When a policy should work on paper but citizens aren't responding, it's usually a behavioral barrier we can diagnose.
About us
Aim For Behavior is a consultacy focused on organizational change and transformation. We are behavioral scientists, anthropologists, designers and practitioners with a deep understanding of how behavior changes inside systems.
Founded by Robert Meza, we are based in Amsterdam, we work globally with start-ups, private sector companies and governments around the world.
Our mission is to make change practical and achievable, by designing the conditions that make adoption succeed.
Want to learn more?
Describe your change challenge. We'll tell you whether we can help and what an engagement would look like.
