What I Do

My area of expertise is behavior design where I apply systematic ways to shift human behavior for business and societal outcomes.

I work with businesses, governments, NGOs and anyone interested in how to improve people’s social behaviors — specifically their ability to cooperate, collaborate and innovate with each other across a difference boundary — be it gender, class, religion, age or even something as ordinary as a profession or department.

I have worked with corporations on

  • fostering innovation culture behaviors
  • the creation of internal innovation labs
  • behavior design programs for employee retention/satisfaction and customer engagement,
  • extraordinary customer experiences
  • new products and services that fulfill ESG and UN SDG goals

I divide my time between academia and corporate engagements.  I co-direct the Peace Innovation Laboratory at Stanford University and am part of the research team at BJ Fogg’s Behavior Design Lab (formerly known as the Persuasive Technology Lab).  I translate basic academic research around behavior change, game design, persuasive technology and neuroscience into practical methods where practitioners can attain their real-world goals whether they be product adoption, public health, cultural transformation, humanitarian relief, civic engagement or citizen diplomacy or customer experience.


Behavioral Technologies to influence Actions for the Common Good

I had the pleasure of being interviewed on Jeff Saperstein’s Interconnected Individuals Podcast last November. I have known Jeff for many years and give an annual lecture to his students at San Francisco State University on the principles of behavior design and persuasive technology in communications. Show notes are here: Jeff Saperstein interviews Margarita Quihuis, …