Meet the IIU's Behavioural Science Fellow: Maria Peddle

Maria is a Behavioural Science Fellow at the Impact and Innovation Unit, working on the Better Accommodation Project with Employment and Social Development Canada.

Prior to joining the Fellowship program, Maria practiced as a clinical social worker at the Children’s Hospital of Eastern Ontario providing therapy and crisis management to patients and families. More recently, she worked at the Canada Revenue Agency in the Behavioural Economics Department where she supported public engagement initiatives to improve Canadian tax compliance.

Maria holds a Bachelor of Arts (Hons.) degree in Psychology with a specialization in Development, and her Master of Social Work from Carleton University.

Based on your skills and past experience, what unique perspectives do you bring to this work?

As a social worker, I find great fulfillment in working directly with people. My experience as a crisis line worker, a social worker in the CHEO emergency department, and a Program Supervisor for Family Services Ottawa has allowed me to develop key interpersonal skills such as active listening, empathy, and conflict resolution. These skills have been vital in my past work with vulnerable populations, helping them navigate crises and access necessary resources. The ability to remain calm under pressure, assess situations quickly, and offer practical solutions has allowed me to make an immediate impact in challenging and high-stakes environments.

In addition to my practical experience, I have a strong passion for research and its potential to influence meaningful change. During my time as a Qualitative Analyst with the Canada Revenue Agency, I gained valuable experience in navigating the complexities of government work. This position not only enhanced my research skills, including qualitative interviewing and thematic analysis, but also deepened my understanding of how research can be used to inform systemic improvements.

Through these experiences, I bring a unique perspective that blends hands-on social work with a deep understanding of the importance of evidence-based research. My ability to adapt to both direct service and research roles enables me to contribute to projects that prioritize community empowerment, informed decision-making, and long-lasting impact.

What attracted you to apply to the Fellowship program?

In February 2024, I came across the Fellowship Program application for Impact Canada. At first, I doubted whether this role would be a good fit for me. Despite meeting the qualifications, I questioned whether and how a social worker would be of value in such a position. However, after reading a blog post by a previous Fellow who shared how their social work background contributed to their success in this role, I was inspired to apply. The Fellow described how their social work education, particularly their understanding of social theories and interpersonal skills, was essential in applying behavioural science principles. This realization helped me see that the position at Impact Canada was an ideal opportunity to merge my social work foundation with my passion for research.

Currently, as a Fellow on the Better Accommodations Program, I continue to engage with people directly, discussing their accommodation needs and challenges, while also utilizing my research skills and knowledge of behavioural science to suggest practical improvements to the accommodation process.

In what way do you believe the application of behavioural science can effectively support the response to some of the challenges we face as a society?/

By exploring the “whys” of people’s actions, behavioural science uncovers key insights that can guide the development of effective solutions to societal issues. In other words, understanding how people think, feel, and act, and recognizing the intersections of those behaviours, allows for targeted interventions that are both more meaningful and impactful.

For example, one notable challenge is the “research-to-practice gap” where new research often has low uptake due to its perceived lack of relevance or applicability in real-world settings. Behavioural science can help bridge this gap by applying its techniques to refine and implement research findings in ways that align with how people actually behave and make decisions in everyday life. By considering things such as cognitive biases, social influences, and decision-making processes, behavioural science can shape recommendations that are more likely to be adopted by individuals and communities, therefore translating research into practical change.

In this way, behavioural science not only enhances our understanding of societal challenges but also provides actionable insights that can drive more effective and sustainable solutions.

What is your favourite behavioural science bias, heuristic, or effect – and why?

One behavioural science bias that stands out to me is the conformity bias, which refers to our tendency to align our attitudes, beliefs, or behaviours with those of a group. I am definitely a sucker under social pressure and often find myself easily influenced by my friends and family. But while this susceptibility can have its drawbacks—such as following a trend or opinion that may not always be in my best interest—I also believe that the power of social pressure can be a force for good. It can motivate us to adopt healthier habits, stick to our goals, and even encourage positive social behaviours. Therefore, when surrounded by people who encourage growth and support, social pressure can help us rise to our best potential!