Mike Daniels, Founder

I founded The Behavioural Architects Australia in 2012, as a founding partner of the global group. I have worked widely across private and public sectors, applying behavioural insights and strategic thinking to Customer Experience, Innovation, Brand Strategy, Communications Strategy and Advertising, Public Safety and Digital Outcomes. I started the business from the base of an enjoyable career in advertising as a Strategic Planner and Head of Planning at leading agencies in the UK, Australia and USA.

Throughout my career I have always seen behaviour change as my principal professional responsibility and found in behavioural science an exciting and powerful toolkit with which to understand and subsequently to change behaviour. I greatly enjoy getting to the root cause of any behavioural challenge; my view is that the better we explain what drives behaviour the better we are able to develop powerful solutions to change behaviour.

Jarrod Calabria, Director

I joined The Behavioural Architects team in 2017 looking to immerse myself in the world of behavioural science. Previously, I spent two years at Blaze Research, developing skills as a researcher and strategist for some of Australia’s leading brands.

During my time at The Behavioural Architects, I’ve worked closely with our public sector clients developing public safety campaigns, behaviour change strategies and toolkits. Making a genuine difference to the safety of the community whether it be planning for bushfires or encouraging safer use of the public transport system I’ve found immensely rewarding.

With a background in visual and graphic design, I love to develop creative solutions to our client’s problems and use human-centred design techniques to put people at the heart of any business challenge. I studied Psychology at the University of New South Wales in Sydney, completing an Honours thesis in Forensic Psychology.

The thing I love most about behavioural science is how small changes can have such significant impacts. Too often, we feel the need to develop complex, costly solutions to complex problems, but the advantage of behavioural science is that even small tweaks can result in worthwhile behaviour change.

Dr Alice Hsieh, Managing Partner

I joined The Behavioural Architects in early 2016, with a genuine desire to make a positive impact on individuals and organisations. Since joining, I have led many significant behaviour change programs, including in the areas of transport, education, and financial services. Prior to embarking on my career in Behavioural Science at The Behavioural Architects, I worked at one of Australia’s leading providers of integrated human resource services, providing expertise in the areas of talent management and organisational development.

I hold a professional doctorate in Organisational Psychology and an Honours degree in Psychology. Behavioural Science reminds me why I studied psychology and why human behaviour is so fascinating. I believe that behavioural science has tremendous potential in helping to solve some of today’s most challenging problems and I am always excited by the opportunity to work with clients to apply behavioural science to understand and influence behaviour.

Sam Paul, Managing Partner

I joined TBA in 2017 with a background in organisational psychology. This includes significant specialist expertise in change management, behavioural science, employee engagement and wellbeing, Randomised Controlled Trials, customer strategy, the Human-Centred-Design process and quantitative research. I have worked closely with many private and public organisations to advise how to apply behavioural insights to facilitate change amongst employees and customers.

I have both academic and applied knowledge of behavioural science, with an MSc in Organisational Psychology, two theses on behavioural economics, and experience as a consultant and quantitative researcher. I have given keynote speeches on behavioural science and am a guest speaker at Monash University. I also have a BSc in Psychology and Physiology and am a member of the British Psychology Society.

I enjoy unravelling the complexity of human decision-making, to enable us to better understand behaviour and design interventions which create behaviour change.

Rhys Sinnott, Operations Director

I joined The Behavioural Architects in 2019. For one of my first projects I spent time travelling around rural Victoria interviewing farmers to gain an understanding of their social networks in relation to Wild Dog Control. This revealed some amazing insights and resulted in a few adventures that were very different to my previous 20+ years in advertising and marketing.

I wish that I’d joined a company like The Behavioural Architects much earlier in my career. The ability to apply science to developing a client's strategy was so often the missing key ingredient.

My passion today is helping support the team and drive the business, enabling our experienced team carry out its amazing behavioural change work for our clients.

Alice Browne, Senior Behavioural Strategy Consultant

I joined The Behavioural Architects in 2020, having spent eight years working predominantly in social and communications research. Prior to joining TBA I spent 1 1/2 years at Hall & Partners where I delivered brand and communications projects for clients across the tourism, finance and public sectors. Previously I worked in local government where I led a hugely diverse range of projects partnering with academics, place makers, marketers, environmentalists, health professionals and energy specialists to scope community need, support the design of initiatives, prioritise spend and evaluate projects.

I studied Gerontology and Social Research at the University of Southampton. This enabled me to develop strong analytical skills and a passion for work that has a real and tangible impact on people's lives. My interest in behavioural science has built over the years as there have been more and more examples of how impactful it can be - it is such an exciting field to be working in!

Darcy Bennett, Behavioural Strategy Consultant

I joined The Behavioural Architects in early 2020 as a quantitative specialist, having spent much of 2019 interning and then working in finance and consulting at Roy Morgan. Since joining I have worked across a variety of qualitative and quantitative projects for clients from the FMCG, technology, finance, government, education, and pharmaceutical sectors.

I have a BA in Psychology and an MSc in Applied Psychology with First Class Honours from the University of Melbourne, which gave me a strong theoretical grounding, and the skills to effectively apply insights from behavioural science and psychology to complex behaviour change challenges.

I love that my work means I engage daily with the most recent knowledge from behavioural science, to bring this across from academia, and apply it to the complex behavioural challenges of our clients.

Kate Shorter, Behavioural Strategy Consultant

I joined The Behavioural Architects in 2020, during one of the most urgent times to research behaviour, where daily behaviour was constantly changing due to the pandemic. Whilst at The Behavioural Architects I have worked on a range of projects, including a major COVID-19 exploratory project, research into the consumer online decision-making process and research into what drives energy efficient behaviour with the aim of promoting more climate friendly energy consumption.

I recently graduated with a Bachelor of Science at the University of Sydney, majoring in psychology and environmental science – both of which I think are invaluable for the future of our society. Behavioural Science allows me to contribute to the positive impact others can have on the world, shaping existing behaviour into positive behaviour.