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Matti Heino studies behaviour change from a systems perspective, with main interests in practical applications of health psychology and behavioural medicine, as understood through the lens of complexity science. He sees the idiographic approach as necessary to post-replication crisis psychology research, but insufficient to tackle the largest societal problems we face today – most prominent of which being pandemics and wars. He has a pre-academic background in the business sector, mostly working with implementation and development of marketing communications.