Christian Goy, co-founder and managing director of Behavioral Science Lab, started his career in strategic planning on both the client and agency side, where he developed a love for consumer insights. The lack of substantial data showing why consumers make the purchase decisions they do, led to his desire to answer the unknown questions of WHY.  Today, Christian is rethinking marketing and insights, by developing with his team behavioral economics research tools that are used for multiple marketing, product and business applications.