Behavioral Science Advisory Council

Professor
University of Utah
United States

Joowon is an Assistant Professor of Marketing at the David Eccles School of Business, University of Utah. His research examines how psychological processes influence consumer judgment and decision-making, with a particular focus on financial decisions, payment methods, emotions, numerical cognition, and prosocial behaviour. His work has been published in leading marketing and consumer research journals and combines rigorous behavioral science with practical insights for business and public policy.

Founder & Chief Data Scientist
Empirical Intelligence
Canada

Eric is the Founder and Chief Data Scientist at Empirical Intelligence. Empirical Intelligence is a market research firm that uses advanced behavioural and data science methods to help organizations optimize their products, messages, and pricing. He received a PhD in political science, specializing in political behaviour, from the Université de Montréal in 2016. Following his PhD, he worked as a postdoctoral researcher at the University of Gothenburg (Sweden), the Université de Montréal, and the University of California, Berkeley, where he was a Banting Postdoctoral Fellow. His academic research has been published in 18 peer-reviewed articles as well as in newspapers like the New York Times, Washington Post, and La Presse.

Founder
Joyful Design
United States

Himanshu is Founder of Joyful Design, where behavioral science meets human-centered innovation. He merges cognitive neuroscience, design strategy, and ancient Indian wisdom traditions to solve the structural gap between what technology can do and what human knowing offers. That gap is where joy, trust, and meaning live. He is also a global speaker on NeuroUX, creativity, and the neuroscience of joy. Previously, he was Co-Founder and VP of Experience Design at an award-winning FinTech. MDes, MFA (Syracuse). Yogi, mentor, team builder.

Behavioral Scientist
Healthy Living
United Arab Emirates

Co-Founder
Accurment
Australia

Felix is a Co-Founder of Accurment and an Associate Professor of Marketing at the University of Queensland whose research explores how emotions and psychological processes influence consumer judgment, decision-making, and behavior. His work spans consumer psychology, sustainability, branding, charitable giving, and digital marketing, with a focus on translating behavioral science into practical insights for marketers and organizations. His research has been widely published in leading journals and recognized with several prestigious early-career research awards.

Professor
Curtin University
Australia

Billy is a Co-Founder of Accurment and Professor of Marketing at Curtin University and a leading researcher in consumer psychology, neuroscience, and neuromarketing. His work examines how consumers think, feel, and behave by combining behavioral science with innovative research methods such as eye tracking, biometric measurement, and psychophysiological techniques. His research explores topics including advertising effectiveness, consumer engagement, brand perceptions, luxury branding, human–technology interaction, and decision-making, with a focus on translating scientific insights into practical marketing applications.