Eva Frishberg studies human decision-making in real-world contexts, including how people decide whom and what to trust. Her research reveals unexpected patterns in how we make decisions about money, technology, and risk, challenging assumptions about why people embrace or reject new technologies. She leads high-impact projects at Irrational Labs, a behavioral design shop, working with major financial institutions including PayPal, Intuit, and Discover.

A behavioral scientist by day and musician by night, Eva combines research rigor with a performer's grasp of human behavior. Her work spans behavioral design initiatives for LinkedIn Premium, trust-building strategies for fintech companies, and interventions for TikTok and major retailers. Beyond corporate innovation, she's collaborated with city governments on system reforms and worked with the Mayor's Office of New York on community initiatives.

Eva's background in social science and art helps her design solutions that meet consumers where they are—not where we wish them to be.