Institute for Choice

  • Welcome to the Institute for Choice
  • UniSA Business Awards


    Measuring and Valuing Health Benefits for Economic Evaluation

    Second Edition

    Co-authored by Julie Ratcliffe of the Institute for Choice

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  • The Information-Economics Perspective on Brand Equity


    The Information-Economics Perspective on Brand Equity

    Co-authored by Prof Joffre Swait of the Institute for Choice

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  • Journal of Mathematical Psychology


    Journal of Mathematical Psychology

    Vol 75, Pages 1-246 (Dec 2016)

    Edited by A.A.J. Marley, Clintin P.Davis-Stober & Ragnar Steingrimsson.

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  • Behavioural Economics - A Very Short Introduction(cover)


    Behavioural Economics (A Very Short Introduction)

    New book released by Michelle Baddeley of the Institute for Choice

    This book explains why we make irrational decisions; how we decide quickly; why we make mistakes in risky situations; our tendency to procrastination; and how we are affected by social influences, personality, mood and emotions.

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  • UniSA Business Awards

    Professor Julie Ratcliffe, from the Institute for Choice, has been appointed to a key role in the United Kingdom’s national body for providing guidance and advice to improve health and social care. She has been offered and accepted the invitation to join an expert advisory group for the National Institute for Health and Care Excellence (NICE).

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  • Behavioural Economics - A Very Short Introduction(cover)


    Interview with Professor Julie Ratcliffe

    Professor Julie Ratcliffe discusses her research grant success and recent book “Measuring and Valuing Health Benefits for Economic Evaluation”

    Watch the video

You choose. The Institute for Choice helps business, government and organisations understand why. The Institute is a world-leading research facility that focuses on understanding and modelling human decision-making and choice behaviour.

Every day we all make thousands of choices, consciously and unconsciously. The ability to choose is regarded by many as a fundamental part of being an individual and an essential part of the notion of freedom. At an individual level choices can be ‘seen’ and understood relatively easily. At the commercial, community or societal level, understanding choice, the decision-making process and problems that relate to these, is complex; it involves multiple factors that can be impacted on by a diverse range of inter-relationships.

Our team, of global experts in human decision making and choice behaviour not only do innovative, world-leading academic research and are on top of cutting edge academic and commercial research globally, but we help companies, governments and organisations make better decisions, achieve better and more-effective policies and deliver more targeted programs and support to the greatest number in the most cost effective way.

Through the development of new and innovative tools in choice modelling we tackle the problems that others in the field don’t want to (because they are too hard) or have not solved. We do this by having some of the world’s leading academics and researchers on our team who are drawn from a wide range of disciplines.

Innovative, commercial and outcome focused, we are committed to working collaboratively and to the highest professional standards with our public and private partners. Our clients benefit from our evidenced-based approach, focus on applied research in the ‘real world’ of industry, business and government.

Learn more about the Institute for Choice

  • Research methods

    Research methods

    The Institute for Choice utilises a range of methodologies and research techniques to deliver key insights for its partners.

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  • Frontier research

    Frontier research

    We are world leaders in developing cutting-edge research to gain better insights for industry and government.

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  • Industry collaboration

    Industry collaboration

    We work collaboratively with our clients in a real-world lab environment, to delivery practical solutions and meaningful outcomes.

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  • Ask a question

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    Get in touch with the Institute for Choice.

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Areas of study and research

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