BJ Fogg directs research and design at the Stanford Behavior Design Lab (formerly the Persuasive Tech Lab). The lab’s current project is the “Matching Challenge,” which seeks to create healthy behaviors by matching people with behaviors that they can do and want to do, and that is effective. The current focus is on dealing with stress. Fogg’s current teaching appointment is in the Graduate School of Education, where he focuses on helping students become world-class experts in the conceptual aspects of behavior design. His title is Social Science Research Associate, H-STAR (Human Sciences and Technologies Advanced Research Institute).