How One Incubator Is Using Behavioral Science to Encourage the Products Customers Really WantBased out of Duke University, the Startup Lab wants companies to consider customer behavior in the design and the features of their products.

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Most incubators focus on the logistics of developing a necessary product, cultivating customers and grabbing market share. But Duke University's Social Science Research Institute is home to a new incubator for startups interested in using behavioral-change research to more accurately determine which products and services customers will want.