​Sophie Ainsworth, Strategic Consultant

I joined TBA in November 2020 and have since enjoyed working with clients including Just Eat, Google and Diageo.

Before joining TBA, I was a research analyst at Enders Analysis, looking at the media and broadcasting sectors. I particularly enjoyed exploring the future of TV advertising and audience measurement.

I graduated from St Andrews University with a Psychology and Management (MA) degree in 2019, where I found learning about human behaviour fascinating. I particularly enjoyed carrying out my dissertation which explored the effects of an online Mindfulness Based Stress Reduction intervention on undergraduate wellbeing, as well as learning about the complex nature of human behaviour within organisational settings.

I am looking forward to expanding my knowledge of Behavioural Science at TBA and utilising this on a number of exciting projects!

Di Adams, Director Head of Health Practice

I joined The Behavioural Architects in February 2019 as Head of Health Practice. However I wasn’t entirely new to the Company, following an earlier award winning inter-agency collaboration in 2014 to leverage behavioural science to improve adherence in patients with type 2 diabetes (winner of best conference paper at EphMRA).

I have over 20 years experience as a Health Insights specialist, starting at Cello before joining the nascent Hall & Partners Health team where I was based for 17 years, helping to grow the business from its infancy.During my time at Hall & Partners I developed a particular focus on brand development, in addition to a desire to better understand people – their behaviours, motivations and needs.

I enjoyed an early career in biology, with a focus on ecology and animal behaviour - picking up degrees from Oxford University and Imperial College and a D.Phil from York University. Moving back to behavioural science feels like coming full circle.

I joined The Behavioural Architects as I believe an understanding of the Behavioural Sciences and Behavioural Economics can add immeasurable value both to Health businesses but also the end-users.Since joining I’ve been excited to see this born out in practice in a number of relevant health behavioural challenges and I’m looking forward to applying this further.

Rachel Abbott, Director

A curiosity for human behaviour has underpinned my studies and career, from first studying Anthropology at UCL to my current behavioural change specialism at The Behavioural Architects.

Prior to joining The Behavioural Architects, I was Associate Director at 2CV Research where I focused on generating qualitative insights to inform a range of social marketing challenges. Key clients included the Department of Health and Transport for London. I also coordinated the Cello Group’s pioneering inter-agency Corporate Social Responsibility initiative - identifying opportunities to improve support for young people who self-harm - presenting the findings at the Houses of Parliament in 2012.

Since joining The Behavioural Architects at the start of 2013, I have applied behavioural science insights to a wide range of consumer insight, behavioural change and strategic challenges, to develop actionable insights and inspire behavioural interventions. These include our award winning study on interventions to increase drug adherence and healthier lifestyle behaviours among type 2 diabetes patients.

I am motivated by the opportunities behavioural science provides to generate deeper and more actionable insights for clients, and its potential for greater consumer empowerment.

Liz Barker, Global Head of BE Intelligence and Networks

My background is in Economics in a variety of contexts, from international development to global business and finance and I have a BA and MSc in Economics from Cambridge and Oxford. Previously I worked at Oxford Analytica, where I was Deputy Director of Advisory. There, I helped to manage our advisory team and expert network and focused particularly on our work with the financial sector, international organisations and governments and have worked with clients such as Zurich, Ernst & Young and major governments. I’ve also worked in and on South Asia on international development issues.

Even in my undergraduate days, I was a little frustrated with the idea that we are ‘rational’, making choices based purely on price or gathering all available information to make a decision. Concepts such as social norms, altruism and reciprocity carried much more meaning. In the last few years I’ve become fascinated in behavioural economics, especially its many applications, from government policy to behavioural finance and from international development to brand management and have conducted research on its implications for a number of areas such as climate change policy and savings behaviour.

Ollie Cary, Associate Director

I was thrilled to join the Behavioural Architects in October 2015, a company where real behavioural insight is utilised to truly answer the diverse questions clients have.

My appetite to better understand human behaviour was born out of sailing a quarter way round the world from Australia to Thailand in 2011, spending 8 months at sea. The journey gave me the opportunity to explore Papua New Guinea, the Indonesian Archipelago and Malaysia, being astounded by the rich cultures and intrepid people I encountered along the way (the scenery wasn’t bad either…).

Fuelled by this expedition, I undertook a BSc in Anthropology where I was able to develop both a deeper understanding of the human socio-cultural motivations, and a good knowledge of the design and execution of qualitative research. Deeply fascinated by the imagery used in animal conservation, as part of my BSc I visited the Kruger National Park (KNP) in South Africa. Here I studied the issues that surround the impact of the KNP on the welfare of local people, developing ideas and models to help understand people’s contrasting views to similar animals, with the hope of helping conservation agencies develop better ways to connect with their audiences.

Camilla Cooper, Director

I joined TBA in June 2017, having previously worked at Acacia Avenue. I have nine years’ experience of working in qualitative research and consultancy for clients across a range of sectors including Barclays, Smart Energy GB, Cunard and Camelot.

My degree in psychology and enthusiasm for understanding human behaviour led me to the world of research. I thoroughly enjoy applying behavioural economics thinking across every stage of a research project from designing the methodology, through fieldwork and analysis to unlock actionable insights for our clients. I’m excited to deepen my knowledge and application of behavioural science here at TBA.

Sarah Davies, Founder

I have always had a fascination with understanding behaviour and started my career as a qualitative researcher in 1994. In 2000, I joined HeadlightVision to set up the qualitative side of the business. In 2005, HeadlightVision merged with The Henley Centre and I became MD of the new business. In 2008 the business was rebranded as The Futures Company and I became Global MD, heading up the Qualitative & Innovation team. I also set up the Indian office.

I have worked on a number of key global clients, including Diageo, Nestle, Cadbury, Unilever & Aviva and am particularly interested in understanding emerging markets and emerging consumers. I have worked extensively in India, China & Indonesia. My focus is on using innovative research techniques to drive brand and consumer strategy, as well as exploring how new behavioural thinking can be applied to client challenges.

I am currently joint Vice-Chair of the AQR committee and have been actively involved in developing industry thinking around Behavioural Economics. BE provides fantastic opportunities to better understand consumer behaviour...exciting times!

Sian Davies, Founder

I started my career in management consultancy where I gained experience in business and marketing strategy and was trained in a diverse range of research methods and marketing science techniques.

I joined The Henley Centre in 1996 as co-editor of Media Futures and went on to lead the Communications consulting team, becoming Global CEO in 2005. I oversaw two mergers, first with HeadlightVision and subsequently with Yankelovich, leading to the creation of The Futures Company.

Alongside my management responsibilities I worked with key global clients, including BT, RSA, the BBC, PepsiCo and Nestle. I focus on blending creativity and rigour to create foundational insights to drive brand and consumer strategy. I also enjoy the challenge of embracing new thinking and exploring new ways of understanding consumers. B E is exciting because it helps to explain so much about what drives and influences us. It also takes me back to my days as an undergraduate wondering how economic models could capture the complexity of human behaviour. Now at last I have the answer!

Rosie Denlegh-Maxwell, Associate Director

I was delighted to join The Behavioural Architects in 2014. Prior to this I worked in International Development, most recently working for Comic Relief in operations, including managing text donations for Red Nose Day 2013. I also conducted fieldwork in Uganda and Zimbabwe, initiating and managing community projects, and leading the research and design of sexual health and careers workshops.

My community research work in Africa was a pivotal moment for me, as I realised that the participants in sessions were so unaware of their thoughts and true behaviour that there had to be more going on beneath the conscious surface, and it was this which inspired me to invest time in understanding behavioural science more deeply. With a BSc in Business and Psychology I also wanted to be able to apply psychology in my career. Here at The Behavioural Architects I am enjoying being able to combine my project management and international research background with my passion for analysing human behaviour, in both the private and public sector. Bridging the gap to apply behavioural economics in the real world is a really exciting area to work in and develop.

Ella Dorrell, Office Manager and Executive Assistant

I joined The Behavioural Architects in 2013. I have over 10 years’ experience in the media industry having worked at Emap (now Bauer Media), Engine and RadioCentre. During my previous roles I provided support at an executive level, including CEOs and board members. I also was responsible for some varied, interesting projects such as leading the corporate hospitality event for the ad launch of Grazia magazine and helping organize the company end of year meeting for over 600 staff members at Engine.

I am excited to be working within the research industry at The Behavioural Architects and putting my skills to good use!

Jane Dwyer, Field and Project Manager

I joined The Behavioural Architects in 2015. Prior to that I’ve gained over 10 years’ market research experience in both research and field agencies such as ICM, BDRC and Viewpoint. I have been able to develop invaluable experience in providing a creative yet practical input to the logistical and operational elements of research briefs.

I have worked on a multitude of projects during that time and across most industries and sectors – ranging from leading the recruitment of the first General Election Live TV debates in 2010 to recruiting government and charity stakeholders from sample.

I have a BA in Marketing and most recently completed a Diploma in Psychology, which reignited my interest in understanding human behaviour. Working at The Behavioural Architects is allowing me to explore and nurture my interest further and providing me with the opportunity to bring a behavioural science lens to field and recruitment.

Alya Hazell, Associate Director

I'm an Associate Director with 8 years’ experience in research. I joined The Behavioural Architects in June 2019, having worked with the company previously as both a client and a freelancer. Since starting, I've already tackled interesting challenges such as encouraging people to use a breast-check app, and evidencing the relationship between porn use and harmful attitudes towards women.

Before TBA - and a stint as a freelance insight consultant / service designer - I was part of the Market Insight team at Google. During my time there I learned a huge amount about innovation approaches, marketing strategy, and the difficulties of helping product teams stay focused on the user.

I trained as a qualitative market researcher after finishing a truly fascinating degree in Human Sciences. Human behaviour has always been an area of interest for me - in particular the interplay of biological and cultural factors. Applying an interdisciplinary approach to public sector projects at TBA is what gets me out of bed in the morning.

Crawford Hollingworth, Global Founder

I have a background in Applied Social Psychology and started my career as a strategic planner in BMP DDB and subsequently worked at leading agencies including AMV BBDO and Chiat Day. In 1996 I founded HeadlightVision in London and New York, a behavioural trends research consultancy which pioneered future facing research methodologies. HeadlightVision was acquired by WPP in 2003. Following mergers with The Henley Centre and then with Yankelovich in the US, I took on the role of Global Executive Chairman of the newly branded The Futures Company.

In the early 2000s we saw an explosion of understanding coming from behavioural economics. These frameworks and concepts allow us to make more sense of human behaviour than ever before. We launched The Behavioural Architects in 2011 to embrace this new learning, and it was the first UK agency with BE as its foundation. Our aim is to reinvigorate research methodologies as well as to develop new ones and to build bridges between the real world and academia. I have written and spoken widely on the subject for various institutions and publications, including the MRS, Marketing Society, Market Leader, Aura, AQR, London Business School and Impact magazine.

Eleanor Heather, Associate Director

I joined TBA in January 2019 after nearly 4 years working at Ogilvy’s Behavioural Science Practice. Since then, I’ve worked with clients including Google, Primark, Waitrose, and GSK, helping solve their business challenges through the application of behavioural insights.

At Ogilvy, my clients included the UK government’s Waste and Action Research Programme, whom I worked with to develop behavioural interventions to solve household food waste, and the Money Advice Service. My most recent project with the MAS, and one I am immensely proud of, involved the redesign of their self-help guide for debt by applying a behavioural and user-centric perspective.

In a previous life, I was actually a Health Economist! After completing my MSc in Health Economics and Decision Modelling, I worked with the Manchester Centre for Health Economics analysing register data. Most health data is collected using surveys, and my interest in behavioural science was triggered by realising how easily survey responses can be manipulated as a result of cognitive biases.

I’m passionate about understanding why and how we make the decisions that we do, and how we can use this knowledge to help everyone be better off – health, wealth and happiness!

Ben Jones, Associate Director

I joined The Behavioural Architects London in 2017, having previously worked at The Behavioural Architects Sydney for two years. I’ve worked on behavioural research and behaviour change projects across markets including Europe, USA and China and industries ranging from government and the third sector to some of the world’s biggest consumer brands.

Prior to this I was at Tangible Branding in the UK.

I studied International History and Politics at the University of Leeds where I pursued my passion for research and analysis, leading me naturally to the world of research and insight.

I love how insights from the behavioural sciences can inform and strengthen both how we conduct research and how we analyse and understand what people do and why.

Louise Littleton, Associate Director

I joined The Behavioural Architects in August 2018 as a Senior Strategic Consultant. What drew me to TBA was the way they push the boundaries of how we use research, questioning the nature of traditional methodologies themselves and bringing human behaviour to the core of how we answer our clients questions and resolve their challenges. Before this I worked in Australia at Fiftyfive5 as a Senior Manager, running a number of projects to define growth opportunities for International and local brands. I started my career at a London-based brand consultancy specialising in ethnographic studies, where my focus was on observing and studying youth culture and the complex make up of social scenes in order to create long-term strategic positionings for my clients, ensuring that they stay ahead of the curve by intrinsically knowing their market.

Prior to moving to the UK to study Social Work, I grew up an international kid, having lived in a number of countries from Russia to India. My upbringing cemented the building blocks that underpin my passion for understanding and appreciating different cultures, attitudes and behaviour.

With TBA winning the AQR Prosper Riley-Smith Qualitative Excellence award 2018, I am looking forward to seeing where our behavioural change work takes us and our clients in the future.

Eimear MacGarty, Director

I joined The Behavioural Architects in 2015 – just as they won the MRS Best Place to Work Award – a good omen! Prior to joining, I spent 1½ years at Sparkler where I led research projects for media sector clients including the BBC, Channel 4, and Discovery International. Before this, I worked in the insight team at the media agency MediaCom, where we drew on the behavioural sciences to inform media campaigns and communications strategies.

I studied Philosophy at the London School of Economics, specialising in the Philosophy of Science. This gave me a solid grounding in how to combine creativity with analytical rigour, which is what my job is all about!

What I love most about behavioural science is that it draws on many different academic disciplines to be greater than the sum of its parts. I can’t wait to see how the thinking in the field develops over the next 15 years!

Leone Mescal, Analyst, Global Behavioural Intelligence

I was delighted to join TBA in October 2019 where I have since worked on behavioural challenges with clients such as Google and The Wellcome Trust as well as being seconded onto TBA’s Core Intelligence Team.

Before pursuing behavioural science, I studied Economics and Spanish at University College Dublin. Spending time in various parts of the Spanish speaking world sparked my curiosity and appreciation for understanding different cultures and their values. While the economics side of my studies sparked my drive for problem solving, I always felt frustrated by the rationality assumed in this approach. This led me to pursue an MSc in behavioural and economic science at the University of Warwick which gave me the opportunity to learn more about human behaviour from a scientific perspective and how that can translate into each stage of researching and designing better solutions.

What excites me about behavioural science is that it is ever-evolving. With every project we are exploring new territory, drawing on the latest science to fine tune our understanding of contextual influences and the effectiveness of the different concepts and approaches.

Dipesh Mistry, Senior Strategic Consultant

I joined The Behavioural Architects in 2020; it’s a company I have long since admired since working in the industry. Previously I worked at Northstar Research and Flood & Partners on a wide range of quantitative projects, mixing both online and face to face research spanning across the world. I’ve worked with a variety of clients including; Jaguar Land Rover, Britvic, Ford, World Animal Protection, Sony, and ARM.

I have mainly focused on trying to bring innovation into quantitative research through non-conscious techniques and technology within consumer insights. My background lends well to this having studied Neuropsychology (BSc) and Brain Imaging & Cognitive Neuroscience (MSc) which taught me about behaviours and the brain, including how to use the data that comes from these types of research. I have become experienced in trying to blend different ways of studying behaviour into commercial research whilst upholding the academic rigour behind them.

Behavioural Science is a fantastic discipline that draws upon years of academic knowledge but is fully applicable in the real world. It blends different elements of thinking and research fields together and is here around us in everything we do. It’s the most exciting space to be in right now and in the future.

Gill O'Hanlon, Managing Partner

I have 15 years of experience as a qualitative researcher and am an experienced moderator, with a first in business and marketing. Prior to joining The Behavioural Architects in 2013 I was Head of Qualitative Research at The Futures Company where I worked with key global clients across a range of sectors including the financial services and FMCG.

My areas of expertise are foundational research and strategy planning, creative development, communications and branding. I also have considerable experience working with hard-to-reach audiences and those lacking a voice and have worked with public sector clients to reach, engage and tailor services to these audiences.

I am fascinated in exploring how behavioural economics can be used to address key client questions at all stages in the research process, from research design through to methodology and analysis.

Sam Pearce, Strategic Consultant

I joined The Behavioural Architects in July 2019 and since then have worked on some exciting challenges with clients such as Google and Reebok. Before joining TBA I spent 9 months at the innovation agency Happen; this role allowed me to work on a range of projects, from major alcohol brands to large food multinationals. I worked to help inform new global strategies through creative workshops, and assist facilitation of both product & packaging innovation brainstorms.

I studied Geography at Loughborough University, specialising in human and social Geography. I was lucky enough to undertake fieldwork in a range of cities, exploring populations and the way people navigate through space. This, in part, provoked my interest in understanding people, their behaviours and different cultures.

What I love about Behavioural Science is that it gives us a solid framework to understand complex human behaviours and enables us to present findings in a digestible format. As I learn more about Behavioural Science, I really appreciate that often the smallest tweaks can create the biggest impacts.

Ali Robson, Finance Manager

I started working freelance for The Behavioural Architects from its launch in 2011, and five years on I am very pleased to still be our Finance Manager alongside a wonderful and dynamic team.

Prior to joining the company, I ran the accounts department at Oil Factory for ten years, one of the industry’s premier International production companies producing award winning music videos and commercials. Before that I spent 7 years as a management accountant for Enic Plc, an investment company owned by Joe Lewis and Daniel Levy, focused on the sports and media sectors.

Originally, I earned a BA in History from Sussex University after which I reconnected to my love of numbers, and gained my CIMA qualification.

Jo Upton, Director Joint Head of Social Change

I joined TBA in 2019 to help champion the role behaviour science can play within the social sector - and jointly head up the Social Change Unit. I’m specifically interested in impacting genuine human behaviour and exploring the role behavioural science can play in supporting healthy behaviours, growing public engagement, and leading sustainable positive change.

I have over 16 years experience in research with a focus on ethnography and behavioural science, splitting my career between London and Sydney. Prior to joining TBA, I worked at 2CV and co-led the Life & Style unit - much of my work there was in behavioural change.
I graduated from Lancaster University with a BSc in Marketing.

I want to use the power of behavioural science to develop small changes that can make a positive impact to people’s lives and the environmental world we live in. It’s often in the little things that get overlooked and where we can effect the biggest change.

Katie Upton, Associate Director

I joined TBA in June 2018 as a Strategic Consultant, and have since worked with clients such as Virgin, Barclay’s and Reebok on some fascinating behavioural challenges.

Prior to joining, I spent 2 years at Kantar TNS gaining experience in large-scale international projects across brand, innovation and customer experience for clients such as Unilever, HSBC and Vodafone.

I studied Sustainable Development at the University of St. Andrews and discovered my passion for research while interviewing farmers at kitchen tables. This was for research exploring the ethical framework of Micro Dairy farming, and I gained the St. Andrews Dissertation prize, along with muddy boots!

I’m excited to be part of TBA, surrounded by a wonderful team and look forward to how we will continue to push the research industry by taking insights further through behavioural understanding.

Monica Vakil-Dewar, International Project Manager

I joined The Behavioural Architects’ London office in 2017 having relocated from the US. Since joining, I have led international field management for clients such as Mondelēz, PepsiCo, Elanco and ITV.

My background spans multi-disciplinary research combining Psychology, Neuroscience, Music, Performance Science and Market Research and I have 10 years combined project management and qualitative research experience within both industry and academia.

Most recently, I led project management at Red Lantern Strategy across US-based projects within the financial services, media and retail sectors for clients such as American Express, VH1 and Ralph Lauren. I simultaneously led operations by developing and maintaining project budgets and tracking company expenses, which has provided invaluable experience to input into the design and implementation of research proposals.

I have a BA from New York University and a MA from The University of Sheffield where I pursued my passion for understanding the behavioural and brain processes involved in singers duetting in musical performance as well as performance anxiety.

I am excited to be working at The Behavioural Architects, being able to combine my international project management and research experience with a continued interest in understanding human behaviour through the lens of Behavioural Science.

Veronica Beecham, Strategic Consultant

I joined the team at TBA in November 2020 and have since worked on some brilliant behavioural challenges with a range of clients from different sectors such as Mondelēz, Uber, Liberty Global, Smart Energy GB and Google.

Prior to joining TBA, I worked client side in the marketing teams at two fast-paced food & drink start-up companies - one being Pip & Nut, where I gained invaluable commercial and marketing experience.

Fascinated by human behaviour, I studied psychology at the University of Bristol. This gave me a deep understanding of what drives humans and our mental processes, and it was also where I discovered my passion for both qualitative and quantitative research.

I’m excited to continue developing my knowledge in the ever-evolving field of behavioural science, and to apply it to strategic projects to help our clients better understand and influence behaviour.

​Tom Coombes, Director

I joined The Behavioural Architects in 2021 to further develop the quant offer in the UK.

I've been working in market research since 2006 with my career to date taking in a number of roles, specialising in brand & comms, creative development, segmentation and strategy. Most recently I've been working client side for a well known telecommunications company so have a good appreciation of the ever changing demands on market research and importance of making insight as actionable and relevant to stakeholders as possible.

In my previous agency role at 2CV, I worked extensively with clients across the tech and entertainment sectors and also in sport, leading on the development of 2CV's sports research offer. Almost all of my work in this area focused on better understanding why people behave as they do and to help sports organisations encourage behaviour change.

In the time before research, I studied Politics & Sociology at Warwick University and was always fascinated by the way in which wider social influences and macro context shape the decisions we all make.

As a researcher, I love unpicking the various influences that shape, inhibit and enable behaviour. Behavioural Science is the ideal lens for making more sense of why we act as we do and to better understand the madness all around us.