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.

    Kristen co-founded Irrational Labs, a behavioral product design 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 also co-founded Common Cents Lab, a Duke University initiative dedicated to improving the financial well-being for low to middle Americans. Common Cents has launched over 50 experiments with companies, touching tens of thousands of people.

    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 a 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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  • Richard Mathera

    Richard is a Managing Director at Irrational Labs.

    He has extensive experience applying behavioral economics in a variety of fields, including finance, health, nutrition, security, education, and international development.  Prior to joining Irrational Labs, Richard was a Senior Behavioral Scientist at the Common Cents Lab, a Duke University initiative which leverages behavioral economics to improve the financial well-being of low and moderate income Americans, where he designed and launched numerous behaviorally-informed products, features, initiatives, and experiments.

    Formerly Richard has applied behavioral economics at ideas42 and developed randomized controlled trials at Innovations for Poverty Action in Morocco. He served as Senior Advisor at USAID’s Office of Development Credit, where he promoted access to finance throughout Latin America and the Caribbean. Richard also worked at Cornerstone Research, an economic and financial consulting firm specializing in complex commercial litigation. He has consulted for PepsiCo in Chile and USAID’s Office of Education and worked on the trading floor of UBS Investment Bank and at the US Embassy in Mexico.

    Richard holds a Master’s degree from Columbia University’s School of International and Public Affairs, where he studied Advanced Policy and Economic Analysis and a Bachelor’s degree from the University of Virginia, where he studied economics, Spanish, and French, graduating Phi Beta Kappa.