Lena Belogolova studies how and why people make decisions and is passionate about using behavioral science to help people make better decisions. Inspired by her work with Dan Ariely and Kristen Berman through Startuponomics (an Irrational Labs conference) and her work in product marketing at Facebook and trading on Wall Street, Lena founded Intellichanges, Inc., a behavioral science consultancy, in 2017. Intellichanges helps make behavioral science research applications part of each company’s DNA by specifically focusing on earlier stage startup and not-for-profit companies. Lena brings expertise to bridge the gap between academia and industry through a strong academic background in computational neuroscience from MIT, and Management (with a focus on Behavioral Economics) from UCLA Anderson as well as industry experience at Goldman Sachs, YCombinator, and Facebook. Lena continues to speak at numerous conferences and universities across the US, startup incubators, and continues to do research (e.g. published in Journal of Consumer Research) as well as invest in/advise startups across industries.