We are on a mission to democratize applied behavioral science in the public and private sectors.


The Decision Lab is a Canadian think-tank dedicated to democratizing behavioral science through research and analysis. We apply behavioural science to create social good in the public and private sectors. Since launching in 2013, we’ve become one of the leading publications in this space and have worked with organizations such as The World Bank, the Skoll Foundation and some of the largest financial institutions in Canada.


We make 35,000 decisions a day. We do this with a brain adapted to a very different world from the one we live in today. Unsurprisingly, we make mistakes – a result of very predictable and enduring biases that most likely helped us 100,000 years ago. By identifying and countering these biases, applied behavioral science / behavioral economics is helping companies and governments around the world achieve a wide variety of complex goals.


We started The Decision Lab because we saw a fundamental gap between research and application. Despite 2 Nobel prizes and a wealth of insights from top academics in the past 2 decades, the effect of this field has only just started to trickle down to real world organizations. We exist in order to change that. To see what exactly how we do that, take a look at our services.

Our mission is to democratize applied behavioral science.


The Decision Lab is a Canadian registered non-profit. Because our mission is centred on creating social good, our approach differs significantly from traditional consultancies – in what we think is a great way. Our primary goal is to create social good by democratizing behavioral science – something expressed through our thought leadership work as well as our consulting work. As part of this mission, we prioritize impact over profit, reinvest revenue into supporting our goals through pro-bono work and put a very strong emphasis on knowledge transfer to our partners. We understand that in order to achieve deep and sustained impact, we must not only help a partner solve a specific problem, but must also, where possible, impart a methodology and way of thinking that can empower their team to create change in the future.