Apoorva S.

Psychology Undergraduate | Exploring Minds, Systems and Market | Behavioral & Consumer Research

Role: Behavioral Design Associate at First Principle Labs
Location: Gurugram, HR, IN
LinkedIn followers: 500 followers

Research & DevelopmentView LinkedIn profile

About Apoorva S.

Every decision tells a story and reflects a choice. Why do we skip, scroll, or stay? What…

Experience

Behavioral Design Associate
First Principle Labs
Aug 2025 — Present
Part of the fellowship program focused on hands-on experience in behavioral science, decision-making, design-thinking, product design and AI through real-world problem-solving, and collaborative projects.

Education

Delhi University
BA(Hons.) Psychology
2022

Contact information

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Current company

First Principle Labs

Research · 14 employees · Calicut, Kerala, India

Human brain is hardwired to embrace any challenge, whether we realise it or not. At FPL, we believe in this capability and prefer to view every challenge as an opportunity. Our approach is simple : we break the challenges into its basic elements, derive the human behavioral aspects that impact many of the decisions and its outcomes related to these elements, and devise approaches to address them while we reassemble the basic elements from the ground up. We formulate various hypothesis, construct and execute our experiments, and then we see if we have a conclusion that works or doesn’t work, to derive an intervention that may be applied to address the challenge. We believe that If we never learn to take something apart, test the assumptions, and reconstruct it, we end up trapped in what other people tell us — trapped in the way things have always been done. We believe first principle reasoning cuts through dogma and removes the blinders. We can see the world as it is and see what is possible.

firstprinciplelabs.in

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About Apoorva S.

Experience

Behavioral Design Associate

Education

Delhi University

Find verified contacts for anyone on LinkedIn