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.
“In today’s complex environment, it’s more important than ever that businesses are accounting for human behavior and bias across the spectrum of transformation — from enterprise repositioning and culture change to portfolio realignment and new product launches,” said Jim O’Leary, Corporate Affairs and Advisory Services Practice Chair at Edelman. “Through our partnership with Jason and Harvard Business School researchers, we will leverage a deep bench of experts and human behavioral insights to create more impactful programs and counsel for our clients.”
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.
Edelman is the largest communications firm in the world. It partners with businesses and organizations to evolve, promote and protect their brands. The firm’s purpose is to create a better future by building trust between brands, people and society. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).
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