If you have wondered why those in your target market are not behaving the way you would have expected, or if you want to better ensure that your product or service will generate the demand you would are looking to achieve, or if you wish to better structure your market research, then behavioral economics is something you need to become more acquainted with.
Behavioral economics draws on psychology, neuroscience and economics to explore why people sometimes make irrational decisions, and why and how their behavior does not follow the predictions of economic models. Decisions such as how much to pay for a cup of coffee, whether to go to graduate school, whether to pursue a healthy lifestyle, how much to contribute towards retirement, etc. are the sorts of decisions that most people make at some point in their lives. Behavioral economics seeks to explain why an individual decided to go for choice A, instead of choice B.
Joining us will we a world-renowned expert in Behavioral Economics and one of the most interesting people you will meet: Kelly Peters. CEO and Co-founder of BEworks.
Kelly Peters - CEO & Co-Founder
Kelly Peters is the CEO and Co-Founder of BEworks. She is passionate about bringing scientific thinking to business strategy, marketing, and operations.
Kelly has overseen the launch of several new business ventures that capitalized on insights into consumer behavior. Her interest in behavioral science stems back to the late 90s when working on behavioral scoring models in credit risk and online distribution models, evolved through behavioral finance, and finally culminated in 2008 when she embraced behavioral economics as the most reliable approach to executing strategy. She launched what might be the world’s first commercial application of behavioral field experiments while at RBC to help drive adoption of online service channels. Among the first to see the commercial potential of the Web in 1993, Kelly spent several years in the dot-com industry before focusing on financial services, where she spent 12 years leading complex innovation projects providing her with a rich background in innovation, technology, and human behavior. Kelly is a Faculty Lecturer of Applied Behavioral Science at the University of Toronto’s Rotman School of Management, and regularly lectures at Cornell, Harvard, and other academies. She is a sought-after keynote speaker, has conducted three TEDx talks, and has been featured in the New York Times & Forbes. After studying philosophy and technology, Kelly earned an MBA from Dalhousie University and is a Fellow of the Institute of Canadian Bankers.