Applied behavioural science in healthcare is essential for understanding why people make the decisions they do — and how organisations can design services and interventions that truly work in the real world. At ICE, we bring together behavioural science, research and co-creation to help systems turn insight into meaningful, measurable action.

Why Applied Behavioural Science in Healthcare Matters

Traditional data shows what people do. Applied behavioural science reveals why they do it.

When organisations understand real motivations, barriers and lived experience, they can:

• Increase uptake of public health interventions

• Improve engagement across lifestyle services

• Reduce missed appointments and drop-offs

• Design more intuitive, human-centred care pathways

Understanding the “why” unlocks the power to design change that is both achievable and impactful.

Our Approach to Applied Behavioural Science in Healthcare

ICE blends research rigour with real-world context to uncover the full picture of human behaviour.

Behavioural Diagnostics

Identifying the psychological, social and environmental factors that influence decision-making.

Qualitative Lived-Experience Research

Listening deeply through interviews, ethnography and community conversations to uncover hidden realities behind behaviour.

Quantitative Analysis

Transforming data into patterns that guide strategic direction, not assumption.

Co-Creation and Prototyping

Designing and refining interventions with the people who will use them, ensuring ideas are inclusive, practical and relevant.

Our Behavioural Insight and Research Offer

We support commissioners, NHS systems and local authorities with:

• Applied behavioural research for health and wellbeing

• Co-created communication and service design

• Evaluation of behaviour change interventions

• Training in behavioural science and human-centred design

• Longitudinal and population-level studies

• Data storytelling to support leadership decision-making

Every project moves beyond theory to deliver real-world impact.

Learn more on our Behavioural Insight, Research & Design page.

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