Behavioral Science for Organizational Change

Frequently Asked Questions

1. What is behavioral science applied to organizational change?

Behavioral science studies why people do what they do and uses that understanding to design better conditions for action. Applied to organizational change, it shifts the focus from persuading people to redesigning the systems, processes, and environments they operate in. Instead of asking "how do we get people to change," it asks "what's preventing the new behavior from being the easiest path?" Aim For Behavior uses the SHIFT framework to bring this approach into organizations systematically.

2. Why do change management programs fail?

Most change programs fail because they treat agreement as the finish line. People attend workshops, understand the rationale, even support the vision. But at the moment of action, the old behavior wins because it's easier, safer, or more habitual. The gap between intention and action is where programs collapse. SHIFT addresses this by diagnosing the specific behavioral barriers standing in the way and designing interventions matched to those barriers.

3. What is the COM-B model and how is it used in organizations?

The COM-B model identifies three components of behavior: Capability (knowledge and skills), Opportunity (physical and social environment), and Motivation (reflective and automatic drivers). It's used to diagnose why a target behavior isn't happening. Most organizations default to training—addressing Capability—when the real barrier is environmental (Opportunity) or motivational (Motivation).

4. What is Behavioral Systems Architecture?

Behavioral Systems Architecture is the intentional design of conditions that shape behavior at scale. It encompasses the system of defaults, triggers, feedback loops, norms, and friction points that people navigate. Rather than changing individuals, this approach redesigns the environment itself to make the desired behavior the path of least resistance.

5. How do you measure behavior change in organizations?

Behavioral measurement focuses on observable actions, not self-reported beliefs or sentiment. The specific behavior is defined precisely, then tracked over time through direct observation, system logs, or behavioral records. This creates accountability and clarity about what actually changed, not what people claim changed.

6. What is the SHIFT framework for organizational change?

SHIFT is Aim For Behavior's structured approach to behavioral change. S = Strategy (clarify the behavior and barriers); H = Hypothesis (predict which interventions will work); I = Intervention (design and deliver the change); F = Feedback (measure and monitor); T = Track (sustain and iterate). This systematic approach ensures diagnosis, design, and testing at every stage.

7. What's the difference between nudging and behavioral science in organizations?

Nudging is one technique within behavioral science, useful for low-cost adjustments to choices. Organizational change usually requires more. You need systematic diagnosis of barriers, evidence-based intervention design matched to root causes, and structured testing to confirm what works. The SHIFT framework integrates nudging with deeper behavioral diagnostics and organizational-scale deployment.

8. How do you diagnose behavioral barriers in an organization?

A behavioral diagnosis uses COM-B to map whether barriers are rooted in Capability (skill or knowledge gaps), Opportunity (environmental or structural obstacles), or Motivation (lack of compelling reasons or automatic resistance). This involves observation, data review, and targeted conversations. Diagnosis determines which interventions will actually work, avoiding wasted effort on the wrong solutions.

9. What are Behaviour Change Techniques (BCTs)?

Behaviour Change Techniques are the 93 evidence-based, active ingredients in behavior change interventions. They include techniques like goal setting, implementation planning, feedback, reminders, and environmental restructuring. Each BCT is matched to a specific barrier type in COM-B. Using BCTs grounded in evidence ensures interventions are designed with precision, not guesswork.

10. How long does it take to see behavior change in an organization?

A targeted behavioral pilot can show measurable results in 4 to 8 weeks. Sustained organizational change, integrated across teams or systems, typically requires 3 to 6 months of intervention, measurement, and iteration. The timeline depends on complexity—changing a single workflow is faster than transforming a company-wide process.

11. Can behavioral science help with technology adoption?

Yes. Technology adoption barriers are usually behavioral, not technical. Users have old habits, unclear incentives, friction in the new process, or insufficient capability. Applying SHIFT to digital transformation identifies which barrier is driving low adoption—then designs interventions matched to that barrier. This often leads to adoption rates 20-40% higher than training-only approaches.

12. What is the difference between a behavioral diagnosis and a survey?

Surveys ask people what they think they do or why they believe they act. A behavioral diagnosis examines what people actually do and the conditions shaping that behavior. It maps the gap between intended behavior and actual behavior, identifying where intention breaks down. Diagnosis reveals root causes; surveys often reveal what people assume the root causes are.

13. How do you design behavioral interventions for organizations?

Intervention design starts with a precise behavioral diagnosis—identifying the barrier. SHIFT Strategy Cards match Behaviour Change Techniques to each barrier type. Interventions are then designed for ease of implementation and measurement. The goal is to make the desired behavior the path of least resistance, using techniques from choice architecture, defaults, feedback, and social influence.

14. What is the 'moment of action' in behavioral science?

The moment of action is when intention meets reality—when someone faces the actual choice point. Most people plan to change behavior but fail at the moment of action because the old behavior is easier, more automatic, or socially reinforced. Effective interventions redesign the moment of action itself, removing friction, providing immediate feedback, or creating social accountability.

15. How do you build internal behavioral science capability?

Aim For Behavior offers the SHIFT Practitioner Programme, a 12-14 week engagement where your team learns the framework, applies it to real organizational challenges, and builds skill in behavioral diagnosis and intervention design. By the end, your organization has both capability and confidence to apply behavioral science to future initiatives.