In the digital world, artificial intelligence is used as a major catalyst in dealing with human activities. AI tools can be employed to improve behavioral science applications and it is an increasingly strong trend in the commercial ecosystem. Behavioral scientists use a combination of analytical methods to measure human behavior, get new data, and analyze the effects of active treatment situations on human behavior. The reason why organizations are so eager to have a behavioral scientist on the team is to identify the best option available for them when it comes to increasing consumer effectiveness.
Melaina Vinski is a behavioral science and behavior change specialist with over a decade of experience in cognitive neuroscience and human behavior experimental study. She has over eight years of experience crafting evidence-based solutions on sustainability, stakeholder management, reputation risk, issues management, operational model design, and behavior change. As the former Behavioural Insights lead for PwC Canada and the current leader of Behavioural Science at IBM, Melaina is recognized as a foremost expert in weaving behavioral science within traditional problem-solving paradigms to tackle some of the toughest challenges the business and society is facing. She holds a degree in Cognitive Neuropsychology and Business from the University of Guelph and a Masters and Ph.D. in Cognitive Neuropsychology from McMaster University.
Melaina Vinski began her journey with IBM at the beginning of 2021 for her first foray into technology as an Associate Partner and lead of the Behavioural Science and Analytics & AI team for Canada. Melaina’s experience has been nothing short of exceptional since joining the firm. She feels very thankful for her role and her bright-minded colleagues, and the opportunity to sit at the nexus of two of the most powerful and strategic problem-solving tools available: data and behavioral science.
An Explorer at the Intersection of Cognition and Tech
Melaina’s roots are truly grounded in curiosity about the fundamentals of what it means to be human. She is curious about what it is like to feel deeply take in and understand its surroundings, and plan for the future. She is also interested in the exploration to map cognitive and emotional experiences that make up her daily life. This curiosity led her to acquire an MSc and Ph.D. in Cognitive Neuropsychology and travel to Iceland to understand how changes in daylight hours influence the effect of emotions on cognitive experience. She also went to the Max Plank Institute in Germany to uncover the effects of meditation on its capacity to navigate day-to-day life. Melaina swiftly leaped from the ivory tower to the board room during her final year of graduate school by taking an analyst role at a boutique sustainability consulting firm called GlobeScan. The lovely people of that organization generously taught her the careful and considerate practice of translating theory into applicable methodologies and recommendations. In search of deeper training and the desire to unpack the core of how companies operate, she made the move to PwC to build and lead their first behavioral science management consulting team for Canada and ultimately, for the firm globally. Melaina spent five years growing the business and exploring the line between theory and action in the pursuit of helping some of the biggest companies in the country to tackle some of their biggest challenges.
Behavioral Science, Analytics and AI to Build Client Experience
Melaina’s greatest innovation that put her amongst the talented and curious pacesetters is not a product but an approach. It is actually a methodology and a mindset on how to leverage behavioral science, analytics, and AI to drive meaningful impact for organizations. Big data and advanced analytics provide a grounded source of truth to understand the current state, isolate variables of interest, and feature engineer factors that hold predictive utility of value capture. AI models extrapolate this truth to project a future that is tangible and creates a sense of comfort in the unknown. Behavioral science, operationalized as a strategic framework tied to core enterprise strategy, provides a foundational set of parameters to wrap around its analytics, with the ability to conceptualize and create operational definitions of the features built. It also guides the closure of gaps in existing data as it relates to the core behavior underlying the transformation at hand. It aims to interpret model outputs into strategic and experiential outcomes that drive value for an organization. Taken together, it can be a powerful toolkit to understand, interpret and predict vectors of growth and in turn, build and design experiences that capture meaningful value for clients.
Big Data as a Tool to Fill the Evolution Gap
Organizations are looking for certainty as they are navigating a world of geopolitical volatility underpinned by a rising climate crisis and widening gaps in equality. They are trying to maintain balance in a fast-moving competitive landscape that is quickly eroding assumptions once taken for granted. A behaviourally-informed approach to big data and predictive analytics provides a comprehensive point of view that helps leverage clarity of vision, and it is arriving just in time.
Demands are vast and varied among both citizens and organizations alike but at the same time, they are becoming increasingly intense in a world of less time and higher stakes. Innovations in technology offer a platform to ease the burden, but how that technology is built is dependent on the architectural map that guides decision-making and experience design. Big data, advanced analytics, and AI offer the core components of the map—the start and end of the journey, the key moments, and the size of the prize (or much the moment matter). Behavioral science determines the order of precedence, draws the lines between components and the parameters that bound the experience, and articulates the very nuanced and fine-tuned details of high-priority moments. The result is a map that creates a superior and effortless experience for customers, citizens, and organizations and when time is money, having this map in hand is invaluable.
Crafting the Right AI Behavioural Applications at the Big Blue
IBM is storied and monumental in its contributions to the world we know today. It is filled with inspired thinkers and a motivation to change the world and for that, Melaina’s role and contributions are merely one signal of the greater momentum of the firm to modernize and shift the way it is conceptualizing and tackling problems. IBM is in the business of big-tech and transformation. Behavioral science and data are two complementary lenses that unlock considerable value within that mandate. It is a very exciting time at the big blue.
Behavioral science is indeed a science. That means it is bound by statistical significance, ivory tower revelation and publication, and of course, the translation of static theory into the messiness that is real life. AI helps people better evolve their behavioral applications to meet the contextual variance of day-to-day life, but the ability to consistently make the right decisions on what aspects of behavioral science to apply in differing scenarios remains an art.
Incorporating Key Partnerships within the Workplace
No good ideas are generated in isolation and when it comes to innovation in technology and analytics, few words carry more weight. Melaina had the assistance of the minds of IBM core consultants, experience and user interface designers, back-end and front-end developers, solution architects, data scientists, and data engineers around the table when the company is crafting the future state for its clients. Partnerships with academic institutions and the broader behavioral science community remain critical to success too.
The post Melaina Vinski: Leading the Next-Gen Innovation through Behavioral Science, Analytics and AI Methodologies appeared first on .
In the digital world, artificial intelligence is used as a major catalyst in dealing with human activities. AI tools can be employed to improve behavioral science applications and it is an increasingly strong trend in the commercial ecosystem. Behavioral scientists use a combination of analytical methods to measure human behavior, get new data, and analyze the effects of active treatment situations on human behavior. The reason why organizations are so eager to have a behavioral scientist on the team is to identify the best option available for them when it comes to increasing consumer effectiveness.
Melaina Vinski is a behavioral science and behavior change specialist with over a decade of experience in cognitive neuroscience and human behavior experimental study. She has over eight years of experience crafting evidence-based solutions on sustainability, stakeholder management, reputation risk, issues management, operational model design, and behavior change. As the former Behavioural Insights lead for PwC Canada and the current leader of Behavioural Science at IBM, Melaina is recognized as a foremost expert in weaving behavioral science within traditional problem-solving paradigms to tackle some of the toughest challenges the business and society is facing. She holds a degree in Cognitive Neuropsychology and Business from the University of Guelph and a Masters and Ph.D. in Cognitive Neuropsychology from McMaster University.
Melaina Vinski began her journey with IBM at the beginning of 2021 for her first foray into technology as an Associate Partner and lead of the Behavioural Science and Analytics & AI team for Canada. Melaina’s experience has been nothing short of exceptional since joining the firm. She feels very thankful for her role and her bright-minded colleagues, and the opportunity to sit at the nexus of two of the most powerful and strategic problem-solving tools available: data and behavioral science.
An Explorer at the Intersection of Cognition and Tech
Melaina’s roots are truly grounded in curiosity about the fundamentals of what it means to be human. She is curious about what it is like to feel deeply take in and understand its surroundings, and plan for the future. She is also interested in the exploration to map cognitive and emotional experiences that make up her daily life. This curiosity led her to acquire an MSc and Ph.D. in Cognitive Neuropsychology and travel to Iceland to understand how changes in daylight hours influence the effect of emotions on cognitive experience. She also went to the Max Plank Institute in Germany to uncover the effects of meditation on its capacity to navigate day-to-day life. Melaina swiftly leaped from the ivory tower to the board room during her final year of graduate school by taking an analyst role at a boutique sustainability consulting firm called GlobeScan. The lovely people of that organization generously taught her the careful and considerate practice of translating theory into applicable methodologies and recommendations. In search of deeper training and the desire to unpack the core of how companies operate, she made the move to PwC to build and lead their first behavioral science management consulting team for Canada and ultimately, for the firm globally. Melaina spent five years growing the business and exploring the line between theory and action in the pursuit of helping some of the biggest companies in the country to tackle some of their biggest challenges.
Behavioral Science, Analytics and AI to Build Client Experience
Melaina’s greatest innovation that put her amongst the talented and curious pacesetters is not a product but an approach. It is actually a methodology and a mindset on how to leverage behavioral science, analytics, and AI to drive meaningful impact for organizations. Big data and advanced analytics provide a grounded source of truth to understand the current state, isolate variables of interest, and feature engineer factors that hold predictive utility of value capture. AI models extrapolate this truth to project a future that is tangible and creates a sense of comfort in the unknown. Behavioral science, operationalized as a strategic framework tied to core enterprise strategy, provides a foundational set of parameters to wrap around its analytics, with the ability to conceptualize and create operational definitions of the features built. It also guides the closure of gaps in existing data as it relates to the core behavior underlying the transformation at hand. It aims to interpret model outputs into strategic and experiential outcomes that drive value for an organization. Taken together, it can be a powerful toolkit to understand, interpret and predict vectors of growth and in turn, build and design experiences that capture meaningful value for clients.
Big Data as a Tool to Fill the Evolution Gap
Organizations are looking for certainty as they are navigating a world of geopolitical volatility underpinned by a rising climate crisis and widening gaps in equality. They are trying to maintain balance in a fast-moving competitive landscape that is quickly eroding assumptions once taken for granted. A behaviourally-informed approach to big data and predictive analytics provides a comprehensive point of view that helps leverage clarity of vision, and it is arriving just in time.
Demands are vast and varied among both citizens and organizations alike but at the same time, they are becoming increasingly intense in a world of less time and higher stakes. Innovations in technology offer a platform to ease the burden, but how that technology is built is dependent on the architectural map that guides decision-making and experience design. Big data, advanced analytics, and AI offer the core components of the map—the start and end of the journey, the key moments, and the size of the prize (or much the moment matter). Behavioral science determines the order of precedence, draws the lines between components and the parameters that bound the experience, and articulates the very nuanced and fine-tuned details of high-priority moments. The result is a map that creates a superior and effortless experience for customers, citizens, and organizations and when time is money, having this map in hand is invaluable.
Crafting the Right AI Behavioural Applications at the Big Blue
IBM is storied and monumental in its contributions to the world we know today. It is filled with inspired thinkers and a motivation to change the world and for that, Melaina’s role and contributions are merely one signal of the greater momentum of the firm to modernize and shift the way it is conceptualizing and tackling problems. IBM is in the business of big-tech and transformation. Behavioral science and data are two complementary lenses that unlock considerable value within that mandate. It is a very exciting time at the big blue.
Behavioral science is indeed a science. That means it is bound by statistical significance, ivory tower revelation and publication, and of course, the translation of static theory into the messiness that is real life. AI helps people better evolve their behavioral applications to meet the contextual variance of day-to-day life, but the ability to consistently make the right decisions on what aspects of behavioral science to apply in differing scenarios remains an art.
Incorporating Key Partnerships within the Workplace
No good ideas are generated in isolation and when it comes to innovation in technology and analytics, few words carry more weight. Melaina had the assistance of the minds of IBM core consultants, experience and user interface designers, back-end and front-end developers, solution architects, data scientists, and data engineers around the table when the company is crafting the future state for its clients. Partnerships with academic institutions and the broader behavioral science community remain critical to success too.
The post Melaina Vinski: Leading the Next-Gen Innovation through Behavioral Science, Analytics and AI Methodologies appeared first on .