From driving large-scale business transformation to changing customer behavior with better experiences, Edelman will help companies apply behavioral science to improve business performance through its new partnership with Harvard Business School researchers and Jason Hreha, former head of Behavioral Science for Walmart.
Felicia Joy, a Harvard-trained behavioral scientist and senior vice president in Edelman’s Advisory Services practice, will lead the partnership and client offering. Using rigorous, randomized controlled trials and other methods, Edelman will help clients measurably prototype new programs to ensure they deliver greater outcomes in revenue, productivity and the human experience when deployed at scale.
“Application of behavioral science is widely untapped in business,” said Harvard Business School professor Ashley Whillans, who is partnering with Edelman to build client programs and analyze findings. “In addition to improving strategy, Edelman is codifying behavioral science solutions in a way that makes them applicable across business units including communications, customer service, human resources, finance, marketing, product, sales and operations.”
“It is universally acknowledged that data is a critical component for any strategic business decision,” said Jason Hreha, current CEO of Psychometric and senior advisor to Edelman. “Human behavior — often an overlooked factor — must be considered too. This understanding forms the foundation of Edelman’s newest initiative.”
Click here to learn more about Edelman’s Behavioral Science for Business.