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, …


Margarita is an extraordinary talent, combining entrepreneurial zeal and energy with an ability to visualize and design web experiences. She successfully launched our Ricoh Innovations Lab with a first offering, ICandy, evangelizing this through both an online and physical presence at key user and developer forums. She is an expert on social networking and GenY …

Peter Hart, Ricoh Innovations

Margarita is a spectacular mentor and phenomenal group leader. She is highly organized, excellent at motivating team members and managing complex projects. As a mentor, she is both understanding of setbacks and always finds a creative and effective way to overcome any obstacle. I highly recommend her for any sort of project requiring a systems …

Dave Miller, Stanford University

Margarita is a top shelf speaker. I heard her speak at twice onNetworking. She is an informative, insightful and very powerfulpresenter. I loved her sense of humor and interactive, easy style.

Conchita Franco Serri, Caroami

Margarita has brought new energy to the organization. She’s done a fantastic job in building the membership and expanding the organization’s reach.

Steve Montoya, Hispanic-Net

I have known Margarita for many years and had the opportunityto work with her on several projects at Hispanic-Net and other ventures. She has made a major impact since joining our Board by leading our Marketing efforts with her expertise, teamwork and sense of urgency.

Walter Tijiboy, Hispanic-Net

Margarita mentored the Reuters fellows and was invited to be a featured speaker on microfinance and the Mexican diapsora. She immediately grasps the salient points of a technology or project. She coached fellows on pitchingtheir ideas, improving immeasurably our presentation skills and opportunities. Margarita’s insights into the opportunties and user needs for microfinance are invaluable.

Laura Cuozzo Guarnotta, Google

Margarita is a professional who has the technology andorganizational vision of a CEO, the detailed operational focus of a COO and the customer-focus of a customer care representative. A rare combination of successful qualities.

Fritz Jordan

Margarita led the WTC [Astia] from inception to international reknown. Accomplishments: selection of startups(some became industry leaders),high press profile, events (eg. technology roundtable with Hilary Clinton,) facilitating $80 million in venture capital and building a network of women in technology. During the blistering pace she never once lost her sense of humor and warm smile.

Mona Lisa Wallace

Margarita is a unique person in Silicon valley who approached her business dealings with a personal touch. Her ability to cut through to the emotional heart of the matter and the underlying dynamics between team members complements her business savvy and strong understanding of markets and business models. Her global vision and concern for the …

Sameer Bhatia

Margarita is a professional who has the technology and organizational vision of a CEO, the detailed operational focus of a COO and the customer-focus of a customer care rep. A rare combination of successful qualities.

Fritz Jordan