Formerly a researcher at Princeton University, where she was a post-doctoral fellow with Nobel Laureate Daniel Kahneman, who founded behavioral economics, she is well positioned to utilize theory and bring it into action, thereby improving consumer choices. Talya is on the faculty of Wharton, University of Pennsylvania, where she teaches consumer behavior with an emphasis on health consumerism. She uses insights from careful analysis of behavior as CEO of CureMyWay, Personalized Adherence Solutions. Her Psychology Today blog 'Baffled by Numbers' deals with these topics and is widely read by members of the pharmaceutical industry.