​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, Director Global Behavioural Intelligence

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.

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, Senior Operations 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.

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.

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, Strategic Consultant

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, Associate Director

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, Senior 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.

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.

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.

Katinka Duewel, Junior Global Behavioural Intelligence Analyst

I joined the Core in November 2021 and have since enjoyed diving into the latest Behavioural Science research and contributing to the Behavioural Science culture at TBA.

Before becoming part of the team, I completed a marketing and communications internship at a Dutch NGO that advocates for small scale farmers in emerging economies. During this time, I also studied for my Master’s in Social Psychology at the University of Utrecht in the Netherlands which involved diving into the psychology of communication and persuasion as well as designing behaviour change interventions.

What I find most exciting about Behavioural Science is that it’s in everything we do. I am especially interested in how an understanding of how our environment and subconscious influences shape our actions and how Behavioural Science can inform behaviour change interventions that create positive social impact.

Rohin Kotecha, Junior Strategic Consultant

I joined The Behavioural Architects in September 2021 and have since worked on some great projects with clients such as Google, Reebok, Drinkaware, the Met Office as well as various other clients spanning different sectors.

Prior to joining TBA, I completed an MSc in Behavioural Economics at City, University of London. This course allowed me to refine my theoretical knowledge of Behavioural Science and its potential implications for many different private and public sector challenges.

In order to develop my experience of applying this theoretical knowledge to a commercial setting, I also worked as a freelance Behavioural Science Consultant alongside my studies. This involved working with a number of smartphone app developers to conduct Behavioural Science audits and running ideation sessions to optimise user engagement and prevent user drop off.

My passion for Behavioural Science stems from the fact that it places the understanding of real human behaviour at its forefront. By doing this it creates an honest and effective approach to behaviour change. I’m looking forward to continuing to explore how insights from Behavioural Science can be applied to help overcome various challenges.

Grace Baszczak, Junior Strategic Consultant

I was delighted to join The Behavioural Architects in January 2022 as a Junior Strategic Consultant, and have since enjoyed working with clients such as Trainline and Uber.

Prior to joining TBA, I graduated top of my class with an MSc in Strategic Innovation Management from the Science & Policy Research Unit at the University of Sussex. Before this, I completed my BSc in Management with Marketing from the University of Bath. My time as an undergraduate included a placement with Johnson and Johnson, working as a Commercial Assistant for the Digestive Healthcare team.

Passionate about diversity and inclusion, my research has focused on inclusive innovation, specifically in healthcare. I was drawn to TBA as an amazing opportunity to continue with interdisciplinary research which values the diversity and the complexities of human behaviour in informing strategy. During my studies, I have developed a strong commercial awareness and analytical skills and I was impressed by TBA’s behavioural science approach which combines academic rigour with practical insights.

Shivani Gangrade, Strategic Consultant

I joined TBA in October 2021 and have already worked across a huge variety of projects from developing a go-to-market strategy for a smartphone company to designing a future-facing university prospectus. I also champion the integration of Human Centred Design into TBA’s processes.

Prior to TBA, I worked at Final Mile consulting developing my behavioural change expertise across education, tech and social sectors. Notable projects include a culturally sensitive piece looking at how to support sexual assault survivors in rural India and a blueprint to increase engagement with education apps/websites (this was rolled out to 21 companies globally!).

My background in Design was followed by a MSc in Behavioural Science from University of Stirling. Having an interdisciplinary background, I strongly advocate that a deep understanding of human behaviour is core to solving business and social problems.

Recognising the valuable role behavioural science can play to drive positive changes in society inspired my decision to join TBA, where I look forward to developing my knowledge and skills further.

Rosalind Wilson, Strategic Consultant

I joined TBA in March 2022, and since starting have been immersed in leveraging behavioural science to help benefit client challenges as varied as Trainline to British Triathlon!

Prior to this, I worked at Hall & Partners, specialising in pharmaceutical market research across both patients and Health Care Professionals. It was through this work that I discovered the benefit of applying a behavioural framework to research and the value this provided for clients.

In my years as a student, I studied a BSc in Biology, Psychology and Philosophy at the University of Durham, before completing an MSc in Health Psychology at UCL. My undergraduate degree highlighted all that makes us human, and I pursued my specific interests in behaviour through my Master’s - learning about behaviour change models and their application within a health setting.

I like to think my journey so far has all led me to TBA, learning from the best in the industry and seeing real-world application of my academic learnings.

Miguel Rodrigues, Senior Strategic Consultant

I joined The Behavioural Architects London team as a Senior Strategic Consultant in December 2021. Since then, I’ve had the opportunity to work with some major names in the industry such as Virgin Media and Google.

Prior to TBA, I’ve worked in both the consumer and health sectors across a diverse range of projects employing innovative techniques and methodologies to surface insight.

I have a Master’s in clinical psychology and have academic research experience in Neuroscience and Neuropsychology. Working at an agency that is so close to my areas of interest and continuously challenges me to learn makes every day exciting!

Behavioural science is a wonderful way of learning about what drives our actions and how we interact with our context and environment - it can offer unique answers to clients' questions and objectives. The breadth of opportunity and applicability is constantly rising and it’s a thrilling space to work in.

Cedric Chin, Senior Strategic Consultant

I joined The Behavioural Architects in 2021. Since starting, I have worked with Google and the Met Office to tackle fascinating behavioural problems.

Prior to joining, I worked for Sparkler using quantitative research methodologies to solve thorny commercial challenges. I worked with a range of clients such as Yahoo, the BBC, eBay and the Premier League to name just a few.

I have a Master’s degree in Behavioural Science from the University of Warwick. This has given me a solid grounding in human decision-making and behaviour, and research design.

Behavioural science has fascinated me for many years and the field continues to inspire me today. I love using a multi-disciplinary lens to understand why people do what they do and I’m looking forward to applying the same analytical lens here.

Anaïs Le Joncour, Senior Strategic Consultant

I joined The Behavioural Architects in January 2022 – and hit the ground running with some exciting Google and Diageo projects.

My career background working with consumer brands is varied and interesting. I started my career in AD land developing campaigns for Unilever and a range of luxury brands working with agencies such as Mullen Lowe and Leagas Delaney. Eventually, I followed my core passion for insight and joined the world of qualitative research. most recently working within the Ipsos Media & Tech team on large-scale international qualitative projects. Overall, I have amassed over 8 years of experience building brands and helping them to communicate with audiences.

With a BSc in psychology from Royal Holloway, I am thrilled to now be reconnecting with my academic roots at The Behavioural Architects, where I believe Behavioural Science brings a deeper and more tangible level of insight to consumer strategy.

Freya Rowson, Associate Director

I joined The Behavioural Architects in early 2022 looking for a new and exciting challenge as we emerged post pandemic. Since then I have started to apply Behavioural Science to a number of strategic challenges with a particular interest in driving social change.

Prior to joining TBA, I was at Firefish, leading a range of strategic brand & comms research projects for FMCG sector clients such as Diageo, PepsiCo and Unilever. Before that I spent the formative years of my career at Kantar.

I studied Psychology at the University of Durham which deepened my curiosity in human behaviour. For my dissertation I looked specifically at the role handshakes play in making a first impression.

What interests me most about Behavioural Science is its real-world application. Scientific theory that genuinely lives and breathes in everything around us and continues to surprise me as I fall victim to the power of the subconscious!

Alex Poultney, Strategic Consultant

I Joined the TBA team in September 2021, and have since worked on a number of innovative behavioural-led projects on the quant side of the business, for the likes of Google, Reebok and Princes.

Prior to joining TBA I built 2 years of experience in behavioural insights, initially working on both qualitative and quantitative futures research at Canvas8, before gaining more traditional quantitative consumer research experience at Opinium.

Always intrigued by the seeming irrationality of human behaviour, I initially studied Psychology at Newcastle University, developing a particular interest in cognitive and evolutionary psychology. I later studied an MSc in The Psychology of Advertising at Lancaster University, where I really grew my fascination with research that focuses on tapping into our more emotional, system 1 behaviours.

I value behavioural science for its ability to help us better understand the reasons driving people's beliefs and opinions. Understanding the influence of context and behavioural biases provides us with a deeper insight into others thoughts and behaviours, which can otherwise seem alien to our introspective experience.