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5Es
Behavioral economics
Unlock the science behind human behavior and decision-making
to design citizen-centered solutions that tackle social
challenges, improve quality of life, and deliver sustainable
impact.
Our in-house team of behavioral economists and data scientists
is one of the largest and most established in the Middle East.
We bring together interdisciplinary research skills and deep
cross-sector knowledge to solve complex socioeconomic
challenges.
Since inception, we’ve pioneered large-scale projects across
social policy, consumer behavior, labor markets, financial
services, and sustainability.
A regional team with global impact
Real change happens when research moves beyond the lab and
into the real world. The effectiveness of our solutions has
been acknowledged in globally renowned scientific journals,
cementing the region’s position as the hub for behavioral
innovation.
That’s why we partner with world-class universities and draw on our global network of industry experts to apply the latest behavioral findings to real-world challenges. Whether through online experiments or field-based interventions, our proprietary tools and frameworks have been applied extensively and validated through international collaboration.
That’s why we partner with world-class universities and draw on our global network of industry experts to apply the latest behavioral findings to real-world challenges. Whether through online experiments or field-based interventions, our proprietary tools and frameworks have been applied extensively and validated through international collaboration.
How well do you know your biases?
What we think, how we feel, our goals and interactions with
others are all shaped by subconscious behavioral biases. Our
STEM framework captures four core drivers of human behavior
that can drive biases and barriers to better outcomes.
Services and solutions
01.
Diagnostics and surveys
We apply a wide range of diagnostic tools, methodologies
and audit frameworks to examine and dissect challenges
through a behavioral lens.
02.
Experiments and interventions
We design and run behavioral experiments, ranging from
online studies to extensive fieldwork, to generate
high-quality evidence and inform behavioral
interventions.
03.
Customer segmentation
We develop behaviorally informed segmentation strategies
to improve customer experiences and increase engagement.
04.
Policy design and impact assessment
We work with policymakers to design effective strategies
and measure improvements in behavioral outcomes for
multi-faceted social challenges.
Our behavior change toolkits
A comprehensive framework for defining, designing, and
testing behavioral interventions.
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STEM
A framework to diagnose the types of behavioral biases
and barriers based on their contextual root causes.
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ROAD
A behavioral diagnostic tool to identify and assess
barriers that prevent people from adopting a target
behavior.
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POWER
A solutions framework designed specifically for
assessing complex challenges and their contextual
elements.
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Experimenta
A custom-built research and experimentation platform
that enables rapid, actionable and empirical evidence
collection.
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Behind the Ideation Center
Dr. Fatima Koaik
Director, Behavioral science and Economic analytics and impact evaluation
Fatima leads Behavioral Science at the Ideation Center, with
14 years of experience in international organizations and
public sector projects. Holding a PhD from the London School
of Economics, she specializes in behavioral economics and
sustainable development, with a focus on policy innovation
and social change. She played a leading role in advancing BI
across different countries, where she led the design and
activation of multiple nudge units and managed the design
and implementation of various behavioral diagnostics and
experiments. She has consulted for the World Bank, managed
projects at the Kuwait Public Policy Center and UN
Development Program, and co-founded NudgeLebanon to tackle
emerging policy issues.
Experts and advisors
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