Our minds are far less independent than we would like to believe. Through Behavioral Science we aim to generate legitimate, objective conclusions on human behavior and understand the effect that our individual contexts have on our decisions.
Behavioral Science is an analytical approach that uses contextual research to explain how people make decisions. While we may feel we have clear intentions, our actions do not always reflect that. Establishing motivation & intent is a critical first step and studying habits, goals and identity is crucial to a real understanding of the reasons behind the choices we make. These learnings can help us understand, predict, and act on the inconsistencies in our preferences and actions.