Reference Guide MINDSPACE Framework

MINDSPACE Framework

What is the MINDSPACE Framework?

The MINDSPACE framework is a tool used to integrate principles of behavioral science in policymaking. It highlights nine important factors that drive behavior: messenger (M), incentives (I), norms (N), defaults (D), salience (S), priming (P), affect (A), commitments (C), and ego (E).

What is a Framework?

Behavior change frameworks are the bedrock of applied behavioral science. Designed by behavioral scientists for policymakers and industry leaders, these summaries of cutting-edge decision-making insights are essential for applying research in the public and private spheres. Frameworks distill strategies for influencing human decisions into simple, portable mnemonic devices or acronyms. This makes it possible for complex, theoretical insights about how people think and act to make their way into the practices of organizations across every industry and environment. To understand more about how these frameworks work in practice, check out our case studies.

A brain illustration surrounded by labels such as "Salience," "Defaults," "Norms," "Incentives," "Messenger," "Priming," "Affect," "Commitments," and "Ego," each describing different cognitive biases and behavioral principles that influence decision-making.

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About the Author

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Kira Warje

Kira holds a degree in Psychology with an extended minor in Anthropology. Fascinated by all things human, she has written extensively on cognition and mental health, often leveraging insights about the human mind to craft actionable marketing content for brands. She loves talking about human quirks and motivations, driven by the belief that behavioural science can help us all lead healthier, happier, and more sustainable lives. Occasionally, Kira dabbles in web development and enjoys learning about the synergy between psychology and UX design.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

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