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, 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, 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!
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.
Veronica Beecham, Senior 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, Strategic Consultant
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.
Shivani Gangrade, Senior 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.
Cedric Chin, Lead 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, Lead 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!
Ajeeth Kumar, Senior Project Manager
I joined TBA in June 2022 and have already worked with some great clients such as Disneyland Paris, Google, Harrods & Sainsbury’s.
I started out in market research 25+ years ago, working for Research International, Kantar, RSM, Quadrangle, The Wire & Synovate on the operations side of their Telephone data collection. For the past 10 years, I’ve moved into Qualitative project management, first gaining experience on the field agency side at Viewpoint Field Services, before going freelance as a PM and working with Truth, Firefish, Butterfly and Horizon Strategy on a multitude of UK & international projects. I’ve worked on projects across pretty much every sector from FMCG, Travel, IT & Tech, Government, Banking & Finance, Health & Medical to NGO/Non-profit.
I have a BA in Economics, so seeing how research is approached from a Behavioural Science perspective has piqued my interest once more in this area, which makes working at TBA so appealing and exciting!
Ashwini Natraj, Director
I joined TBA in June 2022 as a Director in their Quantitative practice.
I've always wanted to use data and numbers to understand and predict human behaviour. It's why I completed a PhD in Economics at the London School of Economics, and it's what drew me to behavioural and experimental economics at London Economics, where I was a Senior Consultant and then Associate Director.
I always loved the breadth and innovation of The Behavioural Architects' work, and when the opportunity came to join their Quant practice, I jumped at it! I've applied Behavioural Science to consumer problems in a range of sectors including finance, technology, energy and law.
Since joining TBA, I've worked with some incredibly exciting clients and I'm looking forward to working with even more!
Sam Kelly, Strategic Consultant
I joined TBA in July 2022 and have since worked on fascinating behavioural challenges for the likes of Google, Liberty Global and Spotify.
Prior to TBA I worked at DVJ insights using quantitative research to understand brand positioning and consumer behaviour for a wide range of clients.
I have a Master’s degree in Behavioural & Experimental Economics from the University of East Anglia, where I developed my understanding of human behaviour, decision making and research design.
I continue to be fascinated by behavioural science and how it can be used, at a macro and micro level, to understand decisions, drive behaviour change and have a positive impact on the world around us.
Isabel Power, Lead Senior Strategic Consultant
I was thrilled to join TBA in September 2022 where I have already been unlocking insights on pressing challenges around financial and sustainable behaviours.
My favourite part of my work is combining creativity and rigour to fuel positive change. I started off my career at the Financial Conduct Authority where I used behavioural science to identify and tackle the financial services’ thorniest problems. Most recently, I was at the Behavioural Insights Team where I developed and tested solutions to critical societal challenges through qualitative methods, online experimentation and large field trials.
I have always been fascinated by individual differences in motivations and behaviours. This curiosity led me to study a Bachelor’s in Theology and Philosophy of Religion at the University of Cambridge. I went on to explore how scientific methods can advance human understanding through my Master’s in Psychological Studies at University College London. I look forward to continuing learning at TBA and using insights to innovate the world around us.
Lucy Pilling, Strategic Consultant
I joined the Core at TBA as a part-time intern from December 2021, starting my full-time role in October 2022. I have loved fostering the strong Behavioural Science culture at TBA and ensuring that we stay up to date with the latest behavioural science research.
Whilst interning at TBA I obtained an MSc in Cognitive and Evolutionary Anthropology from Oxford University, prior to which I studied Psychological and Behavioural Sciences at the University of Cambridge.
Both degrees honed my fascination for, and deepened my understanding of, a range of behavioural science disciplines – although I particularly favour evolutionary explanations for our social behaviour and cognition. Throughout these studies I became increasingly orientated towards the real-world relevance of such exciting findings. For my undergraduate dissertation I conducted research investigating how different belief states are attributed to scientific versus climate change statements, and variance in this between different US demographics. The findings from this research yielded insight into how we could improve climate change discourse.
I am excited to be a part of the TBA team and apply the important insights of behavioural science to real world contexts, and particularly to promote positive social changes.
Joanna Pieta, Finance Assistant
I joined The Behavioural Architects in May 2022, just as the Finance department expanded. Previously, I worked for 3 years at Indoor Garden Design as an assistant to the Company Accountant. Prior to this I spent 4 years at Clothes Aid, expanding my import/export knowledge and dealing with clients all over Europe.
My qualifications (ACCA and ATT Level 4) along with my 20 years of experience have provided me with the expertise necessary to support in the efficient running of the office finances.
What I most love about behavioural science is how it is applied across so many disciplines including finance. I look forward to seeing the challenges the field will address over the years to come!
Andrew Goll, Director
I joined The Behavioural Architects in 2022 with more than a decade of experience in quantitative research and strategy. My core specialism is helping tech and media clients understand and navigate the changing digital landscape.
I've always encouraged clients to look beyond superficial explanations and instead to understand the deep-seated, implicit drives that shape consumer behaviour and decisions. Behavioural Science gets to the heart of this, so to further my skills and expertise I studied Behavioural Science at the LSE alongside my full-time role.
What I love most about Behavioural Science is it allows me to continue to explore how our behaviour reflects the interaction between our personal internal worlds, and the ever changing external physical, digital and social one - in my view endlessly entertaining, amazing and enlightening.
Ellie Jacobs, Senior Strategic Consultant
I joined The Behavioural Architects in the quant team in July 2022. Since joining I’ve worked on some exciting projects for Google, Sainsbury’s & Diageo.
Prior to TBA, I was at Northstar Research where I worked on a range of different projects including product tests, automotive clinics, and NPD. I worked with a variety of clients such as Jaguar Land Rover, Ford, Nestle, and Arm.
I studied BSc Psychology & Criminology at the University of Southampton, and then went on to do a Masters in Behavioural Economics at City, University of London. My time at City was where my fascination with Behavioural Science really grew. I enjoyed exploring the disparity between classical economics’ assumptions of human behaviour and the realities of it.
What I really like about behavioural science is its combination of practical applicability and backing by scientific rigour. At TBA, behavioural science is interwoven with every aspect of our work and I’m looking forward to learning more in this exciting space.
Afra Acquah, Associate Director
I joined TBA in February 2023 as an Associate Director and have been working in research for over 14 years (how time flies!). I’ve always had a natural curiosity and interest in people and their stories – background, experiences, influences, challenges and successes; everything that makes us who we are – so the research industry felt like a great place to carve out a career following a degree in Sociology from Nottingham University.
Prior to joining TBA, I was an AD qual specialist at a boutique agency called Discovery Research for 9 years, working with a range of clients spanning sectors such as finance, charity, telco and media to name a few, as well as being the lead specialist on projects within the education and Kids & Youth spaces. Work was a mix of foundational and evaluative, using insight to inform aspects such as marketing/comms strategies and product/service development.
I’m very excited to be part of the TBA team – behavioural science is such a fascinating discipline, which when married with research, helps turn findings into truly tangible, actionable insights that help clients enact positive change within their businesses.
Miller Piggott, Junior Strategic Consultant
I joined The Behavioural Architects as an intern in November 2022, before transitioning to my full-time role in the qual team in May 2023. I’ve worked on a number of fascinating behavioural projects for the likes of Disney, Google, and Guinness.
Prior to joining TBA, I studied Economics at the University of Bristol, before going on to obtain an MSc in Behavioural Economics. My MSc allowed me to dive into the less rational (more human!) side of behaviour, which I had always felt was a vital, missing component. I had the opportunity to expand on this during a behavioural consulting summer school which gave me a window into how behavioural science can create a real impact in our day-to-day lives.
Behavioural science feels like a toolkit for understanding the real world, and having this at the core of our work here at TBA is something I am very excited to explore and develop!
Francesca Miller-Lakin, Junior Strategic Consultant
I joined TBA as an intern for the quantitative team in November 2022, before transitioning to a Junior Strategic Consultant role in March 2023. Since starting, I’ve worked on many exciting and diverse behavioural insight projects for clients such as Google, LG & Sodastream.
Prior to joining TBA, I gained my Bachelor’s degree in Psychology at the University of Exeter. My undergraduate dissertation, on student mental health, was written throughout the Covid-19 pandemic, and was eventually published! I then completed my Master’s degree in Policy Analytics in Exeter, where I first discovered behavioural science. After completing my masters dissertation, I came straight to TBA!
The world of behavioural science immediately grabbed and inspired me, as I love having the insider view into how behaviours, decisions and motivations interact. I love the academic lens TBA puts on all the work we do, and I’m looking forward to nurturing my fascination and developing my understanding of quantitative analysis & research.