行動変容

複雑な組織変化は急速に起こる可能性があります。それを維持するには、新しい行動や習慣を取り入れる必要があります。BCGの行動科学ラボでは、行動変容という課題に対して科学的で行動に基づいたアプローチを適用し、組織が予想通りの成功を収められるようにします。

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Transformations, new business models, novel uses of technology: successful change management can unlock previously unimaginable organizational growth. However, sparking and sustaining the necessary behavioral change is difficult. Most change programs fail because they don’t sufficiently drive human behavior toward needed habits and actions for success. That’s why our insights and solutions are informed by behavioral research and analysis. Some say change management is an art. We know it’s a science.

Our Approach to Behavior Change

BCG’s Behavioral Science Lab is a team of strategists, behavioral scientists, economists, psychologists, and anthropologists. Our behavioral science approach uses evidence-based methods and interventions to predict and shift behavior, fostering change that benefits organizations, their employees, and those they serve, whether customers or citizens. Typically, we work with clients in one of three ways:

  • Establishing a dedicated behavioral science function within an organization that not only homes in on the factors that influence behavior or hinder change but also implements precise interventions 
  • Fostering behavior in business that helps advance a specific goal, such as the adoption of generative AI, human-centered design, or agile ways of working 
  • Sparking the broad behavioral change that is required by a complex transformation; more specifically, moving a large number of people away from behaviors that worked well in the past but are less effective in a new competitive or technological landscape 

Every engagement is defined by collaboration. We work side by side with clients and draw on BCG’s full roster of experts—those in traditional business areas, including people and organization strategy, as well as emerging technologies, such as AI. Like all BCG teams, we prioritize enablement, ensuring that clients fully develop the capabilities necessary to sustain behavior change.

Our Impact in Driving Behavior Change

The Behavioral Science Lab works with organizations across industries and across the globe. While different engagements call for different solutions, all share a common goal: to understand the motivations, impediments, and interventions that influence change. Here are some examples of our impact.

A North American mining company was transforming from a transactional service provider to a strategic business partner. Success required behavioral change for some 250 employees across the impacted functions. We identified 20 barriers to change and designed tailored interventions to lower them—stimulating business behavior that creates business value.
A social services agency wanted to reduce unemployed workers’ dependence on government support by more quickly connecting job seekers with opportunities. We used our behavioral science approach to develop interventions that motivated unemployed workers early on—when they were applying for benefits—to secure a job quickly. These interventions nudged job seekers, accelerated the path to employment, and generated $650 million in savings.
A large financial institution sought behavioral changes to reduce costs. Our behavioral science consultants analyzed work patterns and used software systems to help the client realize $40 million in savings. But sparking behavior change also had another benefit: a 30% improvement in satisfaction from leaders at the financial institution.
A pharmaceutical company was undertaking a next-generation sales transformation. To bolster the plan, we designed a nudge engine—effectively, an AI-powered virtual manager—that delivered prompts to drive the desired behaviors among the company’s field force. The result: a 58% increase in sales calls, and a 25% increase in average in-clinic time for each call.

Our Tools to Support Behavioral Science in Business

We use proprietary tools, anchored in data and scientific methods, to customize and optimize solutions for behavior change. These solutions empower clients, fueling a long-term capacity for identifying the pain points and interventions that are most relevant to business behavior.

We also help clients by using best-in-class behavioral tools and approaches, such as randomized control trials and Remesh sessions, which collect qualitative insights from audiences in real time and at scale. These methods and resources complement our proprietary toolkit. Here are two of our most important resources:

行動変容 最近の論考など

行動科学 エキスパート

BCGの行動科学ラボは、経済学、社会学、心理学、消費者インサイト、マーケティング、神経科学、最先端テクノロジーの専門知識を応用することで変革を実現し、価値を創出します。BCGのリーダーシップチームは、これらの分野で50年以上の経験を有しています。行動変容領域のエキスパートの一部をご紹介します。

Managing Director & Partner

Julia Dhar

Managing Director & Partner
Boston

Partner, Leader of Behavioral Science Lab in North America

Sana Rafiq

Partner, Leader of Behavioral Science Lab in North America
Washington, DC

Managing Partner & Director, Change Management & People Strategy

Davide Urani

Managing Partner & Director, Change Management & People Strategy
Milan

Senior Advisor

Cass Sunstein

Senior Advisor
Boston

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