Going into 2020, I’d like to see more behavioral scientists get out of the lab and run their experiments in collaboration with business. The world is a complex place filled with a lot of interacting environmental information, and a context-free lab experiment just doesn’t cut it.
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Think about it this way- if you’re trying to make a general claim about people, which would you trust more: 7 replicated lab experiments that find similar results, or 7 field experiments in different contexts that find similar results?
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And if you can’t find similar results between situations in each of those conditions, which world do you learn more? 7 replicated lab experiments, or 7 replicated field experiments?
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One of the biggest findings in behavioral science is that the environment influences your behavior. Why would we assume that results from a lab context that attempts to isolate a single environmental influence would be descriptive of what happens when there are many interacting?
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It should also be pointed out that collaboration with business is a HUGE opportunity. They are able to deploy experiments to MASSIVE sample sizes. Think about @katy_milkman and @angeladuckw work with 24 Hour Fitness
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