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The Big Bad Bias Book is coming out soon!
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Why do we need The Big Bad Bias Book?

Simply put, because the bias literature is huge and difficult to navigate, so we decided to organise it all in one simple book.

To date, behavioral science research produced evidence on over 200 biases, heuristics, and other behavioural regularities. It is extremely difficult to navigate this space without a proper guide. While there were many attempts to systematize the literature on bias, most guides and visualizations are complex and not suitable for people, who are starting their journeys in behavioral science. Say goodbye to the complicated graphs and lists. The Big Bad Bias Book is your ultimate guide to human behavior! We organized all biases, heuristics, and regularities into a periodic table and illustrated each element of the table with a simple story, supported by use cases and references. This book will be of interest to readers, who want to study behavioral science as well as to experienced practitioners and academics, who would like to have a simple yet comprehensive overview of many years of behavioral science research in one place.

The book will be published in 2 formats: e-book and paper-based. We expect the e-book and the paper-based book to come out in 2023. Our goal is to make sure that every high school student and undergraduate student could have access to this book. Therefore, our goal is to make this publication affordable!  

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Have your say

Our periodic table is based on our analysis of many years of behavioral science research, but we do not claim that we know it all. If you spot any important omissions or inconsistencies, do tell us! We want to hear your comments and ideas! You can get in touch with us using the contact form below.

Can I download and use the table?

Yes! The table is available for you to download in PDF format and use! All you need to do is click on the table below. The only thing we ask is that you cite our book: Pogrebna, G. and K. Renaud (2021) Big Bad Bias Book, forthcoming, accessed at 

Periodic Table of Behavioural Regularities, Heuristics, and Biases

Sample Chapter

More Sample Stories


About us


Professor of Business Analytics and Data Science

Ganna Pogrebna is a British behavioural data scientist. She started her career as an economist and a decision theorist. Currently, she is a Professor of Behavioral Business Analytics and Data Science at the University of Sydney (Australia). She also serves as a Lead of Behavioral Data Science strand at the Alan Turing Institute – the national centre for AI and Data Science in London (UK), where Ganna is a fellow working on hybrid modelling approaches between behavioral science and data science. Blending behavioral science, data analytics, engineering, and business model innovation, Ganna helps businesses, charities, and public sector organisations, and individuals to better understand why they make decisions they make and how they can optimize their behavior to achieve higher profit, better social and commercial outcomes, as well as flourish and bolster their wellbeing. Her recent projects focus on the role of smart technological and social systems, human-computer and human-data interactions, as well as human-machine teaming in organizations and how these current and future technologies impact leadership and leaders' decision making. Ganna published extensively in high-quality per-refereed journals. Her work on risk analytics and behavioral science was recognized by the Leverhulme Research Fellowship award. In January 2020, she was also named as the winner of TechWomen100 – the prize awarded to leading female experts in Science, Technology, Engineering and Mathematics in the UK.


Professor of Human-Centered Security

Karen Renaud is a Scottish Computer Scientist, researcher and professor, working on all aspects of Human-Centred Security and Privacy. She is a Professor of Human-Centered Security at the University of Strathclyde. Karen’s research focuses on human-centred security, a branch of Human Computer Interaction (HCI). She is interested in the interplay between users and security in the context of societal and industrial use. She works towards creating a natural easy yet secure interaction between humans and devices. Her work has a strong development, experimental and deployment focus, testing solutions in practical situations. Karen has come up with a number of novel solutions to improve usability in a wide range of situations. She has also done fundamental work in understanding people’s mental models of security in a variety of applications and contexts. Karen is the recipient of many prizes and awards, including The Fulbright Scholarship and the Literati Award. She is a great example of truly interdisciplinary scholar, who successfully combines computer science, cyber security and behavioural science. Karen's work uses behavioural science techniques to improve security behaviours and to encourage end-user privacy-preserving behaviours. Her ground-breaking research harnesses methods and techniques from many disciplines, including behavioral science, to understand and influence people outcomes and reach behavioural change.



Marina Kovaleva is a visionary artist and a contemporary conceptualist painter. Her colorful paintings express the vibrant spirit and atmosphere inspired by culture, symbolism, and nature. Marina primarily works with oil and believes that oil painting helps her to better express her thoughts and worldview on canvas. Futuristic and conceptual landscapes, people, animals, and flowers are all brought to life with contrasting and harmonious colors, bold compositions, and artistic courage. Marina considers art to be a gateway to her feelings and emotions, which creates endless opportunities to communicate her creative ideas to a broader public. Her paintings are featured in many art collections in the US, Germany, Latvia, Ukraine, and  Moldova along with other countries.


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