About us

Unlocking Behaviour Change CIC is a not-for-profit company that works with public sector organisations, charities and companies who are seeking to improve human wellbeing and sustainability. 

We use the COM-B model, the Behaviour Change Wheel and the Behaviour Change Technique Ontology to underpin our approach, and with Public Health Wales, we have developed the CACTIS tool to support policy-makers, researchers and practitioners in developing evidence-based behaviour-change strategies.

Who we are 

Professor Robert West is Professor Emeritus of Health Psychology at University College London, specialising in behaviour change and addiction. He is co-creator of the COM-B model, the Behaviour Change Wheel and the PRIME Theory of motivation, and has authored more than 900 scientific papers. He has advised the Department of Health on tobacco control and currently advises the Public Health Wales Behavioural Science Unit. Click here to go to his website.

Dr Esther Flanagan is a clinical psychologist by training, with a doctorate from UCL and has worked with UCL's Centre for Behaviour Change. Her passion is bridging the gap between behavioural science and practice, making complex frameworks and evidence useful and usable for practitioners across a wide range of sectors. She has delivered impactful consultancy and training in health, education and policing, and is UBC's consultancy lead.

Professor Susan Michie is Professor of Health Psychology and Director of the Centre for Behaviour Change at UCL, one of the world's leading authorities on behavioural science and its application to health and society. She has played a leading role in shaping national and international policy, including as a key scientific advisor during the COVID-19 pandemic, and her work underpins much of the evidence base that UBC draws upon in its consultancy and training.