Leadership Team

  • Kristen Berman

    Kristen Berman studies how people actually act in the marketplace, as opposed to how they should or would perform if they were completely rational.

    Currently she is a co-founder and head of product at Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans. Kristen also co-founded Irrational Labs, a non-profit behavioral consulting company, with Dan Ariely in 2013. Irrational Labs helps companies and nonprofits understand and leverage behavioral economics to increase the health, wealth and happiness of their users.

    She was on the founding team for the behavioral economics group at Google, a group that touches over 26 teams across Google, and hosts ones of the top behavioral change conferences globally, StartupOnomics. She co-authored a series of workbooks called Hacking Human Nature for Good: A practical guide to changing behavior, with Dan Ariely. These workbooks are being used at companies like Google, Intuit, Neflix, Fidelity, Lending Club for business strategy and design work.

    Before designing, testing and scaling products that use behavioral economics, Kristen was a Sr. Product Manager at Intuit and camera startup, Lytro. She built product management and marketing systems for small businesses and consumers, for domestic and international markets, for mobile and web, working on front and back end systems. The core thread throughout this all is a deep passion for understanding why people behave the way they do and then building solutions that make their lives better.

    Kristen is an advisor for Loop Commerce, Code For America Accelerator and the Genr8tor Incubator and has spoken at Google, Facebook, Fidelity, Equifax, Stanford, Bay Area Computer Human Interaction seminar and more.

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  • Evelyn Gosnell

    Evelyn is the Managing Director at Irrational Labs and frequent speaker in behavioral economics and consumer psychology.

    She is an expert in helping companies use the science of decision-making to better understand how real people think and behave, thereby creating better products and services for them.  Evelyn is also the Head of Product Development and Behavioral Science at Shapa, a health startup founded by behavioral scientist Dan Ariely.

    Evelyn’s work spans across a broad array of industries. She has launched major health initiatives with companies such as Aetna, developing and implementing behavioral training programs to be used at scale.  She has worked with Google, Procter & Gamble, The World Bank, Maritz, AARP, CUNA Mutual, among others.  Evelyn also teaches a course on behavioral economics through UCSD Extension and is a frequent guest lecturer at the Rady School of Business at UCSD.

    Evelyn transitioned to the world of behavioral economics from a corporate background in Product Management and Marketing. She started her career at Christian Dior Parfums in Paris and subsequently worked in various product management, marketing, and sales positions in cosmetics and apparel.

    Evelyn holds a B.A. in cultural anthropology from Duke University and graduated summa cum laude. She also completed a Master’s degree in Marketing from the Institut d’Etudes Politiques in France. She speaks fluent French and Russian.

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  • Lisa Zaval

    Lisa is a behavioral scientist and research consultant with broad expertise in behavioral economics, consumer behavior and social psychology.

    She holds a Ph.D in Judgment Decision Making Psychology from Columbia University, and completed her post-doctoral training at the Center for Decision Sciences at Columbia Business School. Lisa’s research has been cited over 380 times, been published in leading academic journals, and summarized in a variety of venues, including the New York Times and the Wall Street Journal.

    In addition to her academic research experience, she leverages 5 years of applied behavioral science consulting experience, working across a range of sectors and industries (e.g., insurance, health care, energy efficiency) to apply her professional knowledge of behavioral science to solve practical business and policy challenges.