Economics, psychology, and what people actually do.
My work sits between economics and psychology. A school with poor attendance and a clinic nobody uses often share a behavioral cause. That is usually where the useful question is.
As founder and head of eMBeD, the World Bank's behavioral science unit, I built an interdisciplinary team to diagnose what drives behavior, then design and test interventions. The work covers learning, public services, health, and the social norms around how we use natural resources, with governments and project teams in more than 100 countries. Behavioral design is now built directly into more than $10 billion of World Bank lending a year. The unit's methods, tools and training reach further, across the roughly $70 billion the Bank lends each year, shaping how projects are designed and how they speak to the people they serve. The unit sits inside the Bank's Development Impact Department.
Evidence is only useful if it reaches the people making the decision. Since 2023 I have also worked on that side of it through the Institute for Economic Development: knowledge diffusion, impact analytics, applied AI.
I build alongside the teams that run these systems, in Python and with the current model APIs and agent tooling, and I set up the evaluation before the launch rather than after. The unglamorous part, making a tool trustworthy enough that a ministry will actually use it, is most of the work.
The question is always the same. Why do people do what they do, and what would change it.