What I Do

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.


Vida360 Podcast

I had lots of fun talking with Maria Hernandez, PhD for her podcast.  I talk about how I landed in BJ Fogg’s Lab at Stanford, persuasive technology, behavior design, peace innovation, PeaceDot, Ronny Edry’s Israel Loves Iran citizen diplomacy campaign and the new Peace Innovation Institute in The Hague.  Plus stories about growing up, resilience and …

Why You’re Addicted to Pokémon GO

Lauren Hall-Stigerts interviews Chris Bennett and Margarita Quihuis on how core loops, BJ Fogg’s Behavior Model and neurochemistry all combine to make Pokémon GO a compelling experience. Pokémon GO statistics don’t lie: the hit mobile game is addictive. It’s estimated to make $1.6 million in revenue every day, more money in-game than the rest of the mobile gaming market in one …

In the News

Margarita has been interviewed by a variety of print, web and news publications including NPR, Huffington Post, Forbes, US News & World Report and CNN.

Continue reading “In the News”


Margarita has worked with a variety of corporations, non profits and governments on topics ranging from Psychological Operations and persuasion through social media to culture change, behavior change in the enterprise, to resilience building in vulnerable communities.

AARP  aspeninstitutelogo_blue_2262x640 the_logo_story_01122014_596x334 Deloitte 156709_fullimage_logo_en
innogy-logo-2016 parc-logo-x US Department of State

Presentations, Courses and Conferences

Margarita has given keynotes, workshops, masterclasses and presentations for Stanford University, the Presidio Institute, Hoover Institution, The Conference Board, Coca-Cola, SWSX, Deloitte, Aspen Institute, the Naval PostGraduate School and other organizations.

Continue reading “Presentations, Courses and Conferences”