Behavioral Strategy Group at Indiana University
We turn human insight into business action.
BSG uses behavioral economics to show companies why people really decide, and what to do about it.
Consulting built on how people actually decide.
Behavioral economics is the study of how people really make choices. People don’t weigh every option like a spreadsheet. They lean on habits, first impressions and what others are doing, so small details, like how a price is framed or which option is already selected, can change what they pick.
BSG is a behavioral economics consulting organization at Indiana University’s Kelley School of Business. We use these insights to solve real problems for startups, Fortune 500 companies and nonprofits.
A few ideas we work with
Defaults
Most people stick with whatever option is already selected.
Framing
The same facts, worded differently, lead to different choices.
Social proof
When people are unsure, they follow what others are doing.
- Engagements
- Three to four monthsOne focus area, worked end to end.
- Teams
- 4–5 analystsLed by a case team leader and an associate, with analysts from finance, marketing, economics, psychology and accounting.
- Chapters
- Indiana and HarvardBSG began at Harvard University; Indiana University is its second domestic chapter.
How an engagement runs
See how we workSix steps over three to four months. Select a step to see what happens in it.
Who we’ve worked with
Organizations BSG has worked with across its Indiana University and Harvard University chapters. Select one to learn more.
How we work
Three-to-four-month engagements, led by case team leaders and competitively selected analysts who work directly with the client.
From question to recommendation.
Scope
We agree on the question and the decision it should inform.
With your teamKickoff meeting with your team to confirm the scope and gather context.
Ideate
We map the behaviors behind the problem and form hypotheses we can apply to your business’s problem.
With your teamWeekly check-ins begin, with progress shared throughout.
Research
We test those hypotheses with a current-state review, a competitive benchmark and behavioral evidence.
With your teamWeekly check-ins keep your team close to the research as it develops.
Midterms
The team presents a rough draft of its recommendation and gets feedback on which direction to take it, or whether to change course.
With your teamMidterms. The case team shares its rough draft, and the feedback sets the direction for the final recommendation.
Recommend
We build the direction chosen at midterms into a full recommendation.
With your teamWeekly check-ins continue as the recommendation takes shape.
Present
A final presentation of the fully developed recommendation, including its feasibility, how we plan to measure results and the research behind it.
With your teamFinal presentation, then a check-in three months later to see how the recommendation played out.
Engagement timeline
- Kickoff
- Weekly check-ins
- Midterms
- Final presentation
- Three-month check-in
Try it
See it for yourself.
You’re subscribing to a magazine for a year. Which plan do you pick?
Sectors we work across
Who we’ve worked with
Organizations BSG has worked with across its Indiana University and Harvard University chapters. Select one to learn more.
Who we are
The Behavioral Strategy Group is a behavioral economics consulting organization based at Indiana University’s Kelley School of Business. Each engagement runs three to four months, led by case team leaders and competitively selected analysts who work directly with the client.
Where BSG began
Harvard University
Founding chapter
Indiana University
Second domestic chapter
Indiana University is BSG’s second domestic chapter, after the founding chapter at Harvard University. Across the network, BSG has worked alongside international governments, Fortune 500 companies and ambitious startups.
Where we’re going
From recommendations to results.
- 01
A firm of curious, ambitious, creative people.
We’re growing BSG at Indiana University with members who ask why people decide the way they do and don’t stop at the first answer. Every class learns to work like consultants from their first case.
- 02
Real change inside real companies.
We take on problems companies actually own and use behavioral strategy to change how their customers choose. We measure our work by what a client does differently after we leave.
- 03
Following our work into the world.
A final presentation isn’t the finish line. We check in with every client three months after delivery to see how our recommendations played out, and bring those lessons into every engagement that follows.
Fall 2026 Members
Case Team Leaders
Associates
Analysts
Where our members work
Firms where BSG members have worked and interned.
Work on real problems for real companies.
BSG is open to all majors.
What members do
Each semester, members join a case team working with a real client. Together, the team researches the problem, builds the analysis and presents recommendations to the client. Everyone starts as an analyst, and members grow into leading teams and running BSG.
Select a role to see what it involves.
Analyst
Where every member starts.
- Research the client’s market, customers and competitors.
- Create the deliverables the team presents to the client.
- Build the analysis behind each recommendation.
Associate
Runs the analyst team day to day.
- Delegate responsibility across the analyst team.
- Give feedback and quality control on every deliverable.
- Keep the project moving and on schedule.
Case Team Leader
Leads the engagement and the client relationship.
- Serve as the client’s main point of contact.
- Lead the engagement from kickoff to final presentation.
- Work with the client to finalize the project scope.
- Co-Presidents
- Head of Consulting
- Head of Sourcing
- Head of Recruiting
- Head of Education
Spring 2027 recruitment
| Date | Milestone | Details |
|---|---|---|
| Mon, Jan 11 | Applications open | First day of classes |
| Sun, Jan 17 | Callout meeting | GISB 0001. Time to be announced. |
| Wed, Jan 20 | Applications due | 12:00 p.m. ET |
| Fri, Jan 22 Sun, Jan 24 | Round 1 interviews | Behavioral interviews over two days. Times and locations to be announced. |
| Fri, Jan 29 | Round 2 interviews | Technical and case interviews. Time and location to be announced. |
| Sun, Jan 31 | Final decisions sent | All applicants notified |
Times and locations still to be announced will be posted on Instagram at @bsg.iu.
Applications open Monday, January 11.
Tell us what you’re working on.
We take on problems companies actually own and use behavioral strategy to change how their customers choose.
Start with a message.
Reach BSG leadership on LinkedIn and we’ll set up a scoping conversation.
What happens next
- 01
A scoping conversation with BSG leadership
- 02
A written scope of work
- 03
Kickoff with your case team