Behavioural science is the study of why we do & what we do. Its aim is to understand as best as possible the (often complex and counter-intuitive) mechanisms by which we make the judgments and decisions which inform our behaviour. There has been much interest in behavioural science over recent years, particularly from the market research and marketing industries. What a behavioral science degree provides is an interdisciplinary approach to studying human behavior. It uses cognitive science, psychology, sociology, anthropology, and even artificial intelligence (AI) to explore and analyze human actions, habits, and intentions.