Insights

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When 9 out of 10 of the world's population is underrepresented in behavioral science, are we truly grasping human behavior or just a narrow slice of it? This article delves into the overreliance on WEIRD populations in behavioral science, exploring actionable steps toward a more inclusive approach to understanding human behavior.

Recent Posts

Business

Treat ethical AI as a market differentiator, not a compliance box-check

By Zakir Jamal

Treat responsible AI as a product advantage, not red tape. Build safer models, reduce liability, and attract talent that wants to stay.

Society

Stop Studying the Same People

By Zakir Jamal

Why studying the same people leads to blind spots and how culturally diverse insights can drive better products and smarter decisions.

Environment

Why Your Sustainable Product is Failing

By Kira Warje

Sustainable products fail when they’re treated as alternatives. Learn how green defaults turn good intentions into real consumer action.

Why You Should Push Authority Closer to the Front Line

By Zakir Jamal

From cockpit design to corporate failures, see why empowering front-line teams leads to smarter, safer organizational decisions.

Stop Designing for the Average User

By Kira Warje

Why personas fall short and how behavioral clusters create products that actually fit how people think, choose, and act.

Consumer Insights

How to Know Which Decisions Deserve Your Energy, and Which Don’t

By Melina Moleskis

Ever catch yourself agonizing over tiny choices—like which shade of beige to paint the wall—while the big stuff piles up? Learn a simple mental model to spot which decisions deserve your focus and which ones you can breeze past.