About us
The Waterloo Behavioural Insights Consulting (WBIC) Group brings together faculty and graduate students at the University of Waterloo with expertise in psychology, behavioural science, and decision research. We apply the latest academic knowledge to real-world challenges, helping clients design, test, and evaluate behavioural interventions. With expertise in both research and application, we provide insights that inform decisions and generate meaningful outcomes for organizations, communities, and policy.
In addition to delivering high-quality behavioural insights, WBIC serves as a hands-on training platform for graduate students. By working on real-world projects alongside faculty experts, our students learn and gain experience in translating academic research into practical solutions.