Angela Duckworth is co-founder, chief scientist, and a board member of Character Lab, a nonprofit whose mission is to advance scientific insights that help children thrive. She is also the Rosa Lee and Egbert Chang Professor at the University of Pennsylvania, faculty co-director of the Penn-Wharton Behavior Change For Good Initiative, and faculty co-director of Wharton People Analytics. 

A 2013 MacArthur Fellow, Angela has advised the White House, the World Bank, NBA and NFL teams, and Fortune 500 CEOs. 

Prior to her career in research, Angela founded a summer school for low-income children that was profiled as a Harvard Kennedy School case study and, in 2018, celebrated its 25th anniversary. She has also been a McKinsey management consultant and a math and science teacher in the public schools of New York City, San Francisco, and Philadelphia. 

Angela completed her undergraduate degree in Advanced Studies Neurobiology at Harvard, graduating magna cum laude. With the support of a Marshall Scholarship, she completed an MSc with Distinction in Neuroscience from Oxford University. She completed her PhD in Psychology as a National Science Foundation Graduate Fellow at the University of Pennsylvania.

Angela's TED talk is among the most-viewed of all time. Her book Grit: The Power of Passion and Perseverance is a #1 New York Times best seller. She is also co-host, with Stephen Dubner, of the podcast No Stupid Questions.

Angela Duckworth

Whole Foods Market

Senior Consumer Insights Partner

Nuance Behavior

At Nuance, we turn great ideas into products that "stick"

Co-Founder

Creative Science

UX Researcher

Loyola University Chicago

Cognitive Scientist

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As an interior designer my focus has been on creating beautiful homes. As my career progressed, I started wondering if my clients’ joye was simply superficial or if there was a neurological reason for it. I reached out to Dr Aleem with my theories to see if my hunches were right and was amazed to learn that there is a direct tie-in between our environments and well-being. He graciously explained very technical theories and research to me in terms I can understand and convey to others, and has contributed greatly to my upcoming book, Designing the Emotional Home. Because of him, I’m looking beyond simple beauty and exploring trauma-informed design, which is using design and architecture as tools to nurture and heal those who have experienced significant trauma in their lives. Interior design is quickly merging with neuroscience through the new field of neuroaesthetics, and I am pleased to be working with one of the pioneers of the research because I know our work will change lives.

Work done:

- Served as a subject matter expert and editor for an interior design publication (book/lectures)
- Informed the author of fundamental concepts in visual neuroscience as they pertain to interior design
- Co-Wrote and edited a chapter on the intersection between neuroscience and design
- Presented research from the chapter in a seminar to a public panel of 40+ interior designers

Science Communication Advisor

Georgetown University

Doctoral Researcher - Neuroaesthetics

Research Scientist - Sensory Substitution

Children's National Health System

Research Technician II

Blue Sky Rehab

Special Needs Wellness Instructor

Cognitive Scientist | Provides research and data based strategy and insights

Hassan Aleem, Ph.D.

Can you see a problem with this exit survey question?

In Lenny Rachitsky’s most recent podcast episode, Jason Cohen breaks down how to do an exit survey. One of the main suggestions is, instead of asking “WHY did you cancel?”, ask “WHAT made you cancel”.  Jason cites a 2014 A/B email test by Groove, which found customer responses jumped from 1.3% to 10.2% when asked the in the latter fashion.

Jason rightly explains that the “what” framing re-focuses the conversation on circumstances, prompting the respondent to think of causes, not justifications. Broadly speaking, this touches on the idea of reactance. Qualitative researchers know all too well when asking ‘why’ leads to interviewees getting defensive or less responsive. Asking ‘why’ also assumes we have perfect access to our decision making, which we don’t! 

It’s the job of the researcher to determine of the ‘why’ while asking the ‘what’, and this was a good reminder that this holds for surveys as well.

The rest of the episode is fantastic, as always. For example Jason points out that the most common reason for cancellation, “too expensive” doesn’t always mean what it it states, it’s likely “not enough value as I expected” or “not enough relative value compared to other services I’m paying for”.

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