Organizations have more data, research, and technology than ever before. But more information doesn't always lead to better decisions. I help organizations apply behavioral science, consumer psychology, and decision science to better understand what people notice, believe, trust, choose, and do.

My work is designed to add a deeper human perspective to research, strategy, communication, innovation, and decision-making, particularly when the evidence is complex, behavior doesn't match expectations, or teams need help translating insight into action.

I work across industries, with particular depth in healthcare, pharmaceutical, life sciences, market research, and insights.

Sometimes the research is complete. The strategy is developed. The presentation is almost finished. But an additional perspective can reveal something the team has not considered.

The Behavioral Science Second Look is a focused review of existing research, strategy, communications, concepts, or recommendations through the lens of human behavior and decision-making.

Depending on the project, I may examine:

• What people are most likely to notice—or overlook
• How information may be interpreted differently than intended
• Cognitive biases and heuristics that may influence response
• Motivational, emotional, or contextual drivers of behavior
• Friction points that could prevent intended behavior
• Alternative explanations for research findings
• Assumptions that may need to be challenged
• Opportunities to strengthen the strategy or recommendation

The goal is not to redo the work. Its to help make good work stronger.

Best suited for: research findings, strategic recommendations, communications, customer or patient journeys, surveys, concepts, presentations, and work that would benefit from one more expert perspective before moving forward.

Not every organization needs a behavioral scientist on every engagement.

Sometimes the greatest value comes from adding a behavioral lens at the right moment. A Behavioral Science Overlay integrates behavioral expertise into an existing research, strategy, innovation, or consulting project. I can engage at different points in the process.

Before the research

I can help identify behavioral hypotheses, strengthen research questions, examine assumptions, and consider psychological mechanisms worth exploring.

During the research

I can help teams recognize patterns, contradictions, decision dynamics, and behavioral signals that may otherwise be overlooked.

After the research

I can help interpret findings through behavioral science, identify plausible mechanisms, challenge alternative explanations, and translate evidence into more actionable recommendations.

The Behavioral Science Overlay is particularly useful for agencies, insights teams, consultants, and organizations that want behavioral expertise without building an entirely separate workstream.

For organizations that regularly encounter questions involving behavior, decision-making, research, communication, or customer experience, I provide ongoing behavioral science advisory support. As a Fractional Behavioral Scientist, I become a recurring strategic thought partner who can be brought into the conversation when behavioral questions arise.

Support may include:

• Participation in strategy or project meetings
• Review of research plans and findings
• Behavioral hypothesis development
• Interpretation of customer, patient, employee, or stakeholder behavior
• Evaluation of messaging and communications
• Input on surveys, experiments, and interventions
• Translation of behavioral science research into practical recommendations
• Behavioral audits of existing experiences or initiatives
• Ongoing access for questions requiring a behavioral perspective

This model gives organizations access to behavioral science expertise when they need it, without creating a full-time internal position. Engagements may range from light-touch advisory support to more embedded partnerships.

AI is changing how research is conducted, how insights are generated, and how decisions are made. Synthetic respondents, digital twins, AI-generated personas, conversational research tools, and automated analysis can dramatically increase speed and scale. 

But faster answers don't eliminate the need for human judgment. In some cases, they make that judgment even more important. Behavioral science can help organizations examine not only what AI produces, but also how humans interpret, trust, challenge, and act on those outputs.

My work in this area focuses on the human side of AI-enabled research and decision-making. I don't audit the technology itself. I examine what happens when people interact with the technology and make decisions based on it.

Organizations are increasingly using synthetic respondents, AI-generated personas, automated interviews, and other forms of AI-assisted research. These approaches can be useful—but a plausible answer is not necessarily an accurate representation of human behavior.

I help teams examine AI-generated or synthetic findings through a behavioral and research-methodology lens.

This may include:

• Assessing the behavioral plausibility of findings
• Identifying assumptions embedded in interpretations
• Examining whether conclusions align with established behavioral research
• Identifying areas of uncertainty
• Determining which findings may require human validation
• Developing targeted human research to test critical assumptions
• Challenging false consensus or overconfidence in synthetic findings
• Helping teams determine whether the available evidence is sufficient for the decision being made

The objective isn't to reject AI-assisted research. Its to help organizations use it more intelligently. The central question is: Do we have enough human evidence to act on this?

AI-generated information may influence perceptions of credibility, confidence, expertise, and certainty. That creates new questions for organizations developing AI-enabled experiences or encouraging employees, customers, patients, or other stakeholders to use AI-supported information.

I provide behavioral science advisory support focused on issues such as:

• Automation bias
• Authority bias
• Cognitive fluency
• Trust and reliance
• Overconfidence
• Perceptions of AI credibility
• Communicating uncertainty
• Decision support
• Human oversight
• Critical thinking and metacognition
• Choice architecture
• Behavioral responses to AI-generated recommendations

This work may support organizations developing or implementing AI tools, conversational interfaces, decision-support systems, synthetic research, or internal AI practices. The question isn't simply: “Is AI working?”  its also: “How is AI changing the way people think and decide?”

My work draws from behavioral science, business psychology, consumer psychology, and decision science, including:

• Behavioral economics
• Consumer motivation
• Judgment and decision-making
• Cognitive biases and heuristics
• Persuasion and influence
• Trust and credibility
• Behavioral research
• Research methodology
• Healthcare decision-making
• Patient and provider behavior
• Human-AI interaction
• AI trust and reliance
• Behavioral interpretation of research findings

I have particular experience applying behavioral science within healthcare, pharmaceutical, life sciences, research, insights, and organizational settings.

Clients often come to me with:

• A research finding that doesn't fully make sense.
• A strategy that feels right but needs to be pressure-tested.
• A communication that needs to motivate behavior.
• A customer or patient journey with unexpected friction.
• A team struggling to translate research into recommendations.
• An AI-generated insight that needs a human reality check.
• A difficult decision where the evidence is incomplete.

Or simply the feeling that: “There's something happening here that we don't fully understood yet.” That's usually where my work begins.

I combine academic rigor with practical application. Rather than simply identifying psychological theories or cognitive biases, I focus on what they mean for the decision in front of you.

My role is often to:

Question assumptions.
Connect evidence.
Identify behavioral mechanisms.
Offer alternative explanations.
Translate research.
Pressure-test conclusions.
And help teams determine what to do next.

The goal isn't simply more information. The goal is better interpretation, stronger alignment, and a credible path to action.

Projects can range from focused advisory engagements to ongoing partnerships.

Common formats include:

• Behavioral Science Second Looks
• Behavioral Science Overlays
• Behavioral audits
• Executive advisory sessions
• Fractional Behavioral Scientist engagements
• Behavioral Insight Labs
• Workshops and executive education
• Human Ground Truth reviews
• AI and human decision-making advisory
• Customized behavioral science consulting

Each engagement is scoped around the specific challenge, audience, evidence, and decision context.

You don't need to know exactly which service you need. Tell me what you are working on, what question you are trying to answer, or where the team feels stuck. Together, we can determine which approach is the right fit.