Biju Dominic — CEO

How do we change Human Behavior? In the past 35 years of my career, I have been trying to answer this question. In the first 18 years of my career, while working with several ad agencies, I was part of teams that managed and launched several leading brands. In these years, I realized that the existing paradigm of understanding human decision making is inadequate and the traditional strategies are impotent in initiating the desired changes in human behavior. During my search to get a better grip of human behavior, I slowly realized that the brain is the source of all thoughts and actions. This realization led me to the fields of Cognitive Neuroscience and Behavioral Economics and Design. The combination of knowledge from these fields led to the genesis of the practice of Behavior Architecture. In 2007, I began the second phase of my career, when I co-founded FinalMile Consulting along with Ram, Anand and Anurag. At FinalMile we believe that absorption of new knowledge happens only if we have courage the burn one’s past knowledge. We also knew that dissemination of new knowledge is possible only if we develop new processes. So we developed a new consumer research technique called Ethnolab and the new communication practice of Non-Conscious Design. The best way to propagate a new stream of knowledge is to show its utility in solving the most significant problems in society and business. At FinalMile, we have developed effective solutions to mitigate the spread of HIV, reduce road accidents, reduce trespassing accidents on railway tracks, reduce delinquency of loan payment, improve adherence to medication, mitigate mis-selling of insurance products, increase sales of CPG brands both in b&m and digital mediums etc. FinalMile has done projects across USA, China, UK, France, Africa and India. In 2018 FinalMile Consulting became a part of Fractal Analytics, a world leader in AI and Data Analytics. At Fractal I am playing the new game that is emerging at the intersection of human and machine intelligence. I am driven by the belief that the more we understand the master algorithm in our heads, better will be the technology we develop for our machines. At Fractal my team has developed the concept of MicroStimuli - persuasion stimuli deployed at the FinalSecond of action that triggers a behaviour change in milliseconds. MicroStimuli is to the smartphone medium what 30 sec ads ere to the television medium.

Stackforce AI infers this person is a Behavioral Economics Consultant with expertise in consumer behavior and marketing strategies.

Location: Mumbai, Maharashtra, India

Experience: 31 yrs