People and organizations come to the Weinschenk Institute when they need
to learn about and apply research in psychology and brain science to understand,
predict, and direct human behavior. Clients are Fortune 1000 companies,
start-ups, non-profit agencies, and educational institutions. We consult,
mentor, and teach.
About Susan Weinschenk, the Founder and Principal of Weinschenk Institute, LLC
Susan is the person to go to when you need to know how to persuade and
motivate people to take action. She has a Ph.D. in Psychology and over
30 years of experience as a behavioral psychologist. Her clients call her
“The Brain Lady” because she applies research on brain science to predict,
understand, and explain what motivates people and how they behave. Dr.
Weinschenk is the author of several books, including How To Get People
To Do Stuff, 100 Things Every Presenter Needs To Know About People, 100
Things Every Designer Needs To Know About People, and Neuro Web Design:
What makes them click?
Dr. Weinschenk consults, teaches, and mentors individuals and teams on
the design of websites, software, medical devices, TV ads, physical devices,
experiences, and physical spaces to make them persuasive, usable and motivating.
She writes a popular blog at this website, and also the “Brain Wise: Work
better, work smarter” blog for Psychology Today.
While working on her Ph.D., Dr. Weinschenk conducted research on the left
and right half of the brain. She was a college psychology professor at
State University of New York (Oswego) and then began consulting. Early
in her career she focused on applying cognitive psychology (how people
think, remember, perceive), to make technology more usable. Recently she’s
gone back to her neuropsychology roots, studying the newest brain science
and research on unconscious mental processing — decision-making, persuasion,
Susan started college at Virgina Tech and finished her undergraduate degree
in Psychology at Northeastern. She then earned a Masters and Ph.D. at Pennsylvania
Susan lives in Wisconsin, USA, with her husband. Her two children are
grown and “launched”. When not teaching, speaking, writing, or blogging,
Susan performs in community theatre, sings jazz, reads books, and is an
avid movie watcher.
About Guthrie Weinschenk, Director of Business Development
Guthrie has dual degrees in Economics and International Studies from the
University of Wisconsin, Madison. He is also currently pursuing his J.D.
(law degree) from the Loyola University School of Law in Chicago.
He has had a life long interest in technology. As Director of Business
Development he guides product development and business strategy. He worked
at BP as a Procurement and Supply Chain Specialist, and later at Echo Logistics
as an Account Executive prior to joining the Weinschenk Institute. Guthrie
currently lives in Chicago, IL.