Human behavior is complex. Despite knowing which behaviors are good for us, we often choose otherwise. Is this a sign of irrationality, or is it a rational adaptation to our real-world context? In my work, I focus on understanding the reasons behind people’s behavior, to then develop tailored solutions to help improve behavior in projects, products, or services.

So, how can we support people in making choices that are better, healthier, and more sustainable for themselves and their surroundings? This is where behavioral science comes in. Our behavior is influenced by a wide array of factors — like cognitive, social, and biological — all within the context of our immediate environment. Understanding how these elements shape our actions is the first step in creating strategies that encourage better decision-making and behavioral improvements.

How can you apply all this knowledge? I specialize in translating scientific insights into practical applications. Whether it involves behavioral research, strategic planning, designing behavioral interventions, conducting experiments, or implementing solutions, I'm here to help.