NudgeLAB

About NudgeLAB

NudgeLAB studies how choice environments shape everyday consumer behavior, and how they can be redesigned to support healthier and more sustainable choices.

NudgeLAB is a non-commercial initiative. It exists to give back to academia, support talent development, and contribute to a deeper understanding of responsible design in actual choice environments. By making the mechanisms behind these environments visible and testable, NudgeLAB contributes to more responsible, transparent, and humane design of everyday commerce.

NudgeLAB started in 2016 as a response to a very practical challenge. Master’s students were increasingly constrained in their choice of thesis topics, while many of them were driven by a strong desire to contribute positively to the world, particularly in the areas of health and sustainability. To create space for that motivation, NudgeLAB was set up as a shared theme that could connect diverse student interests without narrowing their curiosity.

What began as a small initiative has since grown into an experimental sandbox that now celebrates more than ten years of work and over 100 student projects. Each project starts with a student’s own question or concern, not with a predefined academic agenda. Student creativity determines the direction, while a strong theoretical foundation and rigorous research design ensure rigor.

Within NudgeLAB, Master’s students design, test, and analyze behavioral interventions in realistic choice environments. Using field experiments, replicated online stores, simulated transactions, and experimental methods, they explore how product presentation, defaults, framing, transparency cues, and friction influence real consumer choices.

NudgeLAB: Inspiring Behavior Change, One Step at a Time

Keywords

• Applied Behavioral Research In Real-World Settings
• Behavioral Science
• Choice Architecture
• Consumer Decision-Making Dynamics
• Digital & Physical Choice Environments
• E-Commerce & Retail Experimentation
• Experimental Research Design
• Health-Oriented Behavior Change
• Market Research, Market Intelligence, Analytics
• Nudge Design
• Responsible Design Of Consumer Systems
• Sustainability-Oriented Behavior Change

Address

• Headquarters

  AmersfoortUtrecht, Netherlands

Team by function

Based on 1 public job profiles as of 4 September 2026.

• Founder / Owner1