BeSci is:
- Using data-driven experiments (over the CEO’s or the highest paid person’s intuition)
- Focusing more on revealed preferences i.e. what people actually do (over stated preferences i.e. what people say they’ll do) due to the intention-action gap
- Being informed by social and cognitive psychology - cognitive biases (”irrationality”), huge role of environment/context in behavior, knowing information rarely changes behavior, etc.
Benefits of BeSci, when done right: reduce cost, increase revenue/impact.
BeSci costs exponentially less time, money, and energy, and gets more revenue (if business) and social impact (if development sector) faster.
Here are some tangible examples on why BeSci is important - a hilarious ted talk by Kristen Berman - https://www.youtube.com/watch?v=2gxnr3r1YVU
This is a great intro to BeSci: https://docs.google.com/presentation/d/e/2PACX-1vRjRehfHDbNoLOSm2GJj2zgXUF48qPX8M_duHX8dBnP1IF3CYcTtfznGd4r4-T_a8EL_zBjMmMcBPcO/pub?start=false&loop=false&delayms=60000&slide=id.g2d1afceed8b_0_13
There are two excellent, free courses on the subject.
- Matt Wallaert’s course: https://mattwallaert.com/free-course/#tab-id-6
- Irrational Labs’ course: https://behavioraleconomicsbootcamp.com/behavioraldesignonline/
Note: to get Irrational Labs’ course for free, you’ll have to:
- Subscribe to the CEO Kristen Berman’s product teardowns substack at https://kristenberman.substack.com/leaderboard
- Refer 5 people to the substack by sending them your unique link (which you’ll find at https://kristenberman.substack.com/leaderboard)