Helen Citterio

About Helen Citterio

Helen Citterio leads behavioral change interventions for customers, employees, and organizations. Across a range of industries, including CPG & Pharma, Helen applies behavioral science principles to optimize customer experience, messaging, digital interfaces, marketing, and more. Recent projects include behavioral audits of call center scripts, doctor-patient conversation guides, and direct mail consumer advertising campaigns.

Helen guides clients through the behavioral change intervention process, including 1) clearly identifying the target consumer or employee behavior(s), 2) discovering the levers & barriers to the desired behavior through ethnographic research 3) developing solutions to nudge the desired behavior and close the intent-to-action gap 4) implementing, testing, and measuring the impact of behavioral interventions.

Helen leverages her psychology background, coupled with BVA Nudge Consulting's propriety “Drivers of Influence” framework, to positively influence consumer decision-making and actions. Because these interventions strategically leverage the invisible, yet predictable, drivers of human behavior, they result in a higher ROI compared to traditional approaches to optimizing communications.