How One Incubator Is Using Behavioral Science to Encourage the Products Customers Really Want

Based out of Duke University, the Startup Lab wants companies to consider customer behavior in the design and the features of their products.

By Michelle Goodman • Sep 17, 2015

Looking ahead: The Startup Lab at Duke’s Center for Advanced Hindsight in Durham, N.C.

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Most incubators focus on the logistics of developing a necessary product, cultivating customers and grabbing market share. But Duke University's Social Science Research Institute is home to a new incubator for startups interested in using behavioral-change research to more accurately determine which products and services customers will want.

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