Outside of building PCs, MKL Tech’s founders are deeply involved in research on how everyday people make financial and technology decisions. Current projects include studying how AI advice changes investing behavior for Millennial investors and how scarcity and overconfidence can push people into taking on unnecessary risk.
This research connects directly to MKL Tech: the same patterns that cause people to chase hype stocks can also cause them to overspend on computer parts they don’t actually need. By understanding these behavioral biases, we design our services to protect customers from pressure, upselling, and confusing specs.
The goal is to bring research-level thinking to a local PC service: every recommendation we give is shaped by what we’ve learned about how people make decisions under stress, limited budgets, and information overload.