Waterloo PhD students launch Waterloo Behavioural Insights and Consulting to apply behavioural science
PhD students Hamza Tariq and Dogukan Demircioglu founded Waterloo Behavioural Insights and Consulting (WBIC) on 20 Oct 2026 to connect organizations with behavioural‑science expertise. WBIC has already worked with University Food Services and the W Store and seeks to give graduate students applied experience translating research into operational recommendations.
Drawing on studies of cognitive bias and decision‑making, the two founders use literature reviews, data analysis and field experiments to craft practical recommendations for behaviour‑related challenges (communication, pricing, operations). Early WBIC engagements included projects with campus Food Services and the W Store. Backed by the School of Psychology and advised by Dr. Sam Johnson, the student‑led initiative aims to establish a lasting structure that gives graduate students consulting experience, professional networks, and opportunities to bring research into practice beyond the laboratory.
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