Introducing “Freakonomics Experiments”: A New Marketplace Podcast

Our latest Freakonomics Radio on Marketplace podcast is called “Introducing ‘Freakonomics Experiments.'” (You can download/subscribe at iTunes, get the RSS feed, listen via the media player above, or read the transcript below.)

In it, Steve Levitt tells Kai Ryssdal about a new website we’ve just launched that will help you make tough decisions in life while also taking part in academic research. And there’s Freakonomics swag to be had, too. (Levitt blogged about the new project yesterday.)

So if you or someone you know has a tough decision to make, head over to You can read about  the experimental design and check out the FAQ. For instance:

Q: Just what is Freakonomics Experiments?

A: Freakonomics Experiments is a set of simple experiments about complex issues — whether to break up with your significant other, quit your job, or start a diet, just to name a few.

Sometimes in life you face one of these decisions, and you just don’t know what to do. In the end, whatever you decide will essentially be a flip of a coin. Freakonomics Experiments helps you make the decision by flipping that coin for you. Over the next few months, we’ll then check in with you with surveys and other materials. In turn, you’ll help further scientific research. Unlike most games of chance, participating in this experiment is win-win.


Q: What will you do with all this data?

A: We have a team back at the University of Chicago poring over the Freakonomics Experiments data, looking for interesting and intriguing results. We’ll likely publish our findings in academic journals, as well as in a future book. One thing we will absolutely not do is give away your information to anyone. Your identity and all other data we collect is 100% safe with us.

Q: How do you ensure that I stay anonymous throughout these experiments?

A: We have a lot of experience with these types of projects, and we have never had any problems keeping personal data completely confidential. Only the University of Chicago research team will have access to your data, and they’ll use it solely for analysis. We’ll also rely on a unique ID—and not your name—when looking at the data.

Next week’s podcast will feature a much longer conversation about, including the story of the podcast that inspired it.

Audio Transcript

RYSSDAL: Time now for a little Freakonomics Radio. It’s that moment every couple of weeks we talk to the coauthors of the book and the blog of the same name. It is the hidden side of everything, of course. And today it is the brains if you will of the operation, Steven Levitt, professor of economics at the University of Chicago. Great to talk to you again.


LEVITT: Thanks Kai, great to be here.

RYSSDAL: So listen, usually when we have you on and Dubner’s out doing whatever it is that he does, it’s because you have some new research that you want to share, some new project you’re working on, but yet this time it’s different.

LEVITT: It is. Now we’re trying to get you in on the ground floor. And here’s a question worth thinking about. Periodically, everyone face really difficult, important questions in life. Should you move to a new city, or quit smoking, or maybe what college to attend, or I don’t know, should I get a tattoo? And there are pros and cons…

RYSSDAL: Wait, wait, do you have a tattoo? You don’t have a tattoo do you?

LEVITT: Yeah, I have no tattoo. I’m not a big believer in tattoos.

RYSSDAL: Pros and cons.


LEVITT: So there are pros and cons to any of those choices and what you know is that your life will be different if you take, you know, if you move to a new city, but you don’t know if it will be better or worse. And often people get tied up in knots and essentially become paralyzed, they can’t make those big decisions. Our new project is all about helping people to make those big decisions.

RYSSDAL: Alright, how are you going to do it? Help me out.

LEVITT: Well we have a website, And if you are having a tough time with a big decision we want you to come there and we’re going to help you in two ways. First we’re going to give you some, a questionnaire and hopefully ask you some questions, which will help you to think differently about that problem, and might help break that gridlock you’re having in trying to decide. But if all else fails, what we are going to do is provide you an enormous service, which is we’re going to flip a coin for you. And if it comes up heads, we’re going to tell you to make the change, and if it comes up tails we’re going to say keep on doing what you’re doing.

RYSSDAL: And that’s economics right there, you just flip a coin. And you’re all set.

LEVITT: It’s a new breed of economics.


RYSSDAL: Wow, what does this tell us though, what will be added to the field of economic knowledge of how we make decisions to begin with? Right? Because I assume that there’s some higher purpose here.

LEVITT; Well there certainly is. You know that we’re the Freakonomics guys, we’re not just trying to help people, we’re trying to get something for ourselves as well. We know a lot, the psychologists and the economist about how people make little decisions and how easily influenced people are in the lab if you try to trick them into doing what you want. But we know almost nothing about these big decisions because you can never really get inside the heads of people on big decisions. And we’re going to learn does life turn out better for people who make the change or turn out worse for people who make the change? And we want to use that information to really help people in the future make wise choices on these many dimensions.


RYSSDAL: Alright, so two things. One is your Nobel Prize is in the mail. But number two is, what you’re doing here…

LEVITT: This is going to cost me my Nobel Prize! Look, if I was every going to win a Nobel Prize this is the end of it. That’s how much I care about these questions. I’m willing to risk my entire academic reputation to find out the answer on this website.

RYSSDAL: But what you’re doing here is turning people’s lives into experiments, right? I mean, you know….

LEVITT: I would look at it very differently. I would say people have to make decisions and they’re essentially indifferent from one path to another, they don’t know what to do. Why not make yourself part of the Freakonomics research team. Not only will we help you answer these decisions, so we’ll get you out of that jam, but now you have an inspiration, right, now you have a reason to follow through on the decision because you’re part of the team, the team relies on you for science to make this work. So, I don’t know, I think once you’re at the point where you don’t know what to do, you’re essentially tossing a coin anyway, why not actually toss the coin and make the world a better place in the future.

RYSSDAL: Steven Levitt from the University of Chicago. is the new website. See ya.

LEVITT: Thank you, Kai. It’s always a pleasure.

Leave A Comment

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  1. Enter your name... says:

    I loved your IRB explanation: “There’s something called an Institutional Review Board that tried to keep people like you safe from people like us…”

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  2. rob'n with a y says:

    I don’t know about you, but I would not want a bunch of economists makin decisions for me. Just the thought of the flip of a coin or chance as the decision maker takes my my breath away- literally. I read that intro to my daughter- at the moment, it looks like she’s going back to school. i.e., really at the moment. It changes from one minute to the next.

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  3. Aaron says:

    I am now selling coins with two heads and them (and two tails on them if you prefer) so you can play this segment to someone and make the decision for them.

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  4. Bobby Kolev says:

    I find this potentially interesting – depending on how it would develop.
    I’ll read more of it.

    What caught my attention is the simple summarization that I’ve came to find for myself long ago and that I still struggle to explain to my wife – that many decisions in life can not possibly be taken by a thoughful research and objective logic and, at the end of the day, end up being a result of the intellectual equivalent of a coin toss.

    It doesn’t mean one has to toss a coin every time they face a tough decision however it does have a pretty darn good use for all those (especially close to us) people who spend eternety trying to find the best possible choice…which can’t be easily defined let alone found.

    I don’t know if your experiment has anything to do with that, but if it doesn it’ll definitely be of interest.

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    • Rob'n FYI says:

      I realized something. Being a good parent means being a good listener. I heard my daughter’s pain. Wants to please mom, but does not want to go back (take time to apply to colleges more in line with her interests). Once her feelings were acknowledged, it was easy for her to decide. Wooh! A long work day! So, assuming the coin represents two sets of opposite feelings, if one is not stronger, I can see its value. If one is stronger, you don’t need the coin.

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  5. Chris says:

    I’ve already found a problem with your experimental design. I don’t have a problem I need solved, but I have an incentive to participate — Freakonomics swag! I think the potential gain from Freakonomics swag is much higher than the potential cost of lying on a web survey…

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  6. Rob says:

    What is the music the comes in at 13:08

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  7. Dave says:

    Wikipedia entry on “Flipism”:

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  8. Kevin Riemer says:

    I recently listened to this segment as a podcast which made me think of a poem (actually a Grook) by Piet Hein the Danish scientist, mathematician, inventor, designer, author, and poet.

    Whenever you’re called on to make up your mind,
    and you’re hampered by not having any,
    the best way to solve the dilemma, you’ll find,
    is simply by spinning a penny.
    No — not so that chance shall decide the affair
    while you’re passively standing there moping;
    but the moment the penny is up in the air,
    you suddenly know what you’re hoping.

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