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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
Fatima Koaik
Director, Behavioral economics 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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