Julie O’Brien is a behavioral scientist and principal at Duke University’s Center for Advanced Hindsight and a co-founder of The Behavior Shop. She leads the Center’s Better Living & Health Initiative, where her team carries out basic and applied research on disease management, medical decision-making, and preventative health behaviors. She works at the intersection of research and technology to build impactful and scalable interventions aimed at improving health outcomes across the population. Her work uncovers the psychology behind behaviors that individuals know are important and intend to carry out but fail to follow through on. She has a Ph.D. in social psychology and a background in product research.