Dr. Olya Bryksina research focuses on goals. Everything from personal goals to large societal goals. She wants to know what motivates us towards attaining those goals and what can deter us. Currently, Bryksina has been examining different types of public health messaging during the covid-19 pandemic. She wants to learn which health messages are more persuasive in achieving the overall goal of limiting the spread of the virus. On this episode the research question is, “What is the importance of understanding collective behaviour and collective group level goals?”