Dr Robert CialdiniPresident. Emeritus Professor of Psychology and Marketing, Arizona State University.
For over 30 years Robert Cialdini has been considered one of psychology’s true giants. Author of arguably one of the most important books of modern-day behavioural economics, ‘Influence – The Psychology of Persuasion’ as well as co-author of the international bestseller ‘Yes! 60 Secrets from the Science of Persuasion‘. His latest book, ‘Pre-Suasion: A Revolutionary Way to Influence and Persuade’, quickly became a Wall Street Journal and a New York Times Bestseller.

Robert is the most cited living social psychologist in the world today. In acknowledgement of his outstanding research achievements and contributions in behavioural science, he was elected to the American Academy of Arts & Sciences in 2018 and the National Academy of Sciences in 2019.

Contact: info@influenceatwork.co.uk

Steve MartinChief Executive. Faculty Director at Columbia Business School.
Co-author of Messengers, Who We Listen to, Who We Don’t and Why, and the Royal Society nominated international bestseller ‘Yes! 60 Secrets from the Science of Persuasion’, Steve’s books have sold over 1.5 million copies and been translated into 27 languages.

His work applying behavioural science to business and public policy has featured in the National and International press including BBC TV & Radio, The Times, New York Times, Harvard Business Review and Time magazine. He penned the original, now world-famous set of Tax Letters that generated millions in extra revenue for the UK Government and his popular business columns are read by over 2.5 million people every month.

Steve is Faculty Director of Behavioural Science at Columbia University’s Graduate Business School NY, guest lectures at Harvard, London School of Economics and London Business School, and is a founding member and Chair of the Global Association of Applied Behavioural Scientists (GAABS).

Contact: info@influenceatwork.co.uk

Sophie ArmourChief Operating Officer
Sophie leads the operations of IAW UK and supports clients to adopt behavioural science as a strategic capability. She ensures IAW’s work leads to tangible and lasting change for our clients, through shaping their business culture or enabling better partnerships with customers or the public.

Sophie’s career includes several years of strategy consulting and mergers and acquisitions at PwC, leading innovative finance solutions for social outcomes at Social Finance (a not-for-profit).

Sophie is a Philosophy, Politics and Economics graduate from the University of Oxford (MA OXON) and has held board or trustee roles with Colville Estate, Positive Families Partnership, Oomph! And Faces in Focus.

Contact: info@influenceatwork.co.uk

Dr Keith Moynihan O’BrienConsulting Director
Keith is a GAABS accredited Behavioural Science Consulting Director. He is an expert in designing persuasive technology to change minds and behaviour. His career spans 11+ years applying behavioural science to achieve positive behaviour change in the following areas: technology/digital innovation, health/pharmaceuticals, human resources, financial services, consumer psychology, and organisational behaviour. He leads our team of behavioural scientists to create innovative solutions that change behaviour and achieve organisational objectives.

Keith holds an MSc in Cognition and Decision Sciences and a PhD in Experimental Psychology from University College London, where he remains an Honorary Researcher.

Contact: info@influenceatwork.co.uk

Dr. Nick HobsonConsulting Director, North America
Nick is IAW’s GAABS (Global Association of Applied Behavioural Scientists) accredited Consulting Director in North America. He is well known for his popular podcast It’s All Just a Bunch of BS as well as his incisive and insightful columns for Inc.com, Forbes, Harvard Business Review, New York Times, Time and Scientific American.

Nick’s ability to connect the dots between science and practice has led him to advise and consult with senior leaders at Fortune 500 companies and renowned firms including McKinsey, Accenture, Deloitte, Disney, Lego, Cisco, IKEA, Deutsche Telekom, Microsoft and Major League Soccer. Nick’s focus at IAW is in the healthcare and pharmaceutical industry, most notably in commercial strategy and go-to-market product launches. He also applies his behaviour change expertise in Human Resources Technology with a focus on Generative AI and Future of Work applications.

Nick holds an MSc and a PhD in Behavioural and Brain Sciences from the University of Toronto. He is a board member of, and Head of Media & Outreach for GAABS.

Contact: info@influenceatwork.co.uk

Araminta NaylorPrincipal Behavioural Scientist
Araminta is a GAABS accredited Principal Behavioural Scientist. She leads numerous commercial projects across banking, asset and wealth management, and pharmaceuticals, amongst others. Her work is focused on helping clients define, embed, and grow their own behavioural science capabilities. She creates and delivers behavioural science training and development programmes that are successfully being used in several international financial institutions, and her work in this area generates millions in additional income for her clients.

Araminta holds a Master’s in Social and Cultural Psychology from the London School of Economics and an undergraduate degree in Human Sciences from the University of Oxford.

She is a teaching assistant on our Behavioural Science in Business Programme at Columbia Business School and a founding member of the GAABS.

Contact: info@influenceatwork.co.uk

Eloise CoplandPrincipal Behavioural Scientist
Eloise is a GAABS accredited Principal Behavioural Scientist. She leads our Climate and Environmental practice, applying her extensive psychological theory and research expertise to programmes that seek to achieve positive behaviour change.

Elle co-developed the C.A.R.I.N.G. behaviour change framework for promoting pro-environmental behaviours. Her work includes reducing demand for exotic animals, influencing farmers to be more sustainable, and encouraging board members to implement more sustainable business strategies.

Alongside her interests in collective action and pro-social outcomes, she has extensive experience and expertise in research and evaluation.

Elle holds a BA in Experimental Psychology from Oxford University and a Master’s in Behaviour Change from University College London.

Contact: info@influenceatwork.co.uk

Owen PowellConsulting Principal, North America
Owen is a GAABS accredited Principal Behavioural Scientist. His work using behavioural science to influence change is being applied across a broad range of clients and industries including pharmaceuticals, public health, transport, and utilities. Owen’s academic research has focussed on identifying low-cost digital approaches to promote pro-environmental commuting habits. Additionally, he has six years of experience working in the financial sector for investment banks and a hedge fund.

Owen is a London School of Economics Behavioural Science graduate and holds a first-class Honours degree in Mathematics from the University of Bath. He is based in Canada and works primarily with our North American clients.

Contact: info@influenceatwork.co.uk

Dr Amanda HenwoodPrincipal Behavioural Scientist
Amanda is a GAABS accredited Principal Behavioural Scientist. She brings over 8 years of expertise in behavioural science, working alongside some of the world’s leading psychologists and applying her knowledge across diverse real-world contexts. Amanda’s research has been featured in top-tier journals, podcasts, blog posts, and widely circulated popular media and magazines.

At IAW, Amanda specialises in the health and wellbeing, public service, and communications sectors. She leads IAW’s work on measuring and building trust and enjoys managing projects with significant social and commercial impact. Her applied experience ranges from increasing vaccine uptake and encouraging domestic abuse disclosure to orchestrating multi-national advertising campaign strategies for clients in the financial and health markets. Amanda also has notable experience in applying behavioural science within digital healthcare environments.

Amanda holds a PhD in Psychological and Behavioural Science from the London School of Economics, an MSc in Psychology from the University of St Andrews, and an undergraduate degree in English Literature from the University of Brighton.

Contact: info@influenceatwork.co.uk

Olivia PattisonSenior Behavioural Scientist
Olivia is a GAABS accredited Senior Behavioural Scientist with 4+ years of experience helping organisations in the public, private and third sectors with their behaviour change challenges.

Olivia’s work ranges from social marketing campaigns in Indonesia for songbird conservation, to creating an engagement playbook on green development for a national government. She specialises in pro-environmental change and mobilising persistent ‘green’ change at scale. Olivia enjoys integrating behavioural insight into project strategy to embed behavioural science into organisations for lasting change.

Olivia holds a first-class undergraduate degree in Psychology and a Masters degree in Applied Psychology and Economic Behaviour from the University of Bath.

Contact: info@influenceatwork.co.uk

Alex RusbySenior Behavioural Scientist
Alex is a GAABS accredited Senior Behavioural Scientist working with a broad range of clients across the private, government, and charity sectors but specialising in pharmaceutical companies. He works in areas including customer research, behaviour change intervention design, branded and non-branded campaign activities, capability development, and go-to-market strategy.

Alex holds a Master’s with Distinction in Behavioural Science from the London School of Economics and a first-class Honours degree in Philosophy, Politics and Economics (PPE) from Durham University. His research interests are in the science of storytelling and its role in influence and persuasion. Additionally, he is a former teacher of Economics at Harrow School.

Contact: info@influenceatwork.co.uk

Clara FederrathSenior Behavioural Scientist
Clara is a British Psychological Society nominated and GAABS accredited Senior Behavioural Scientist. At IAW, she leads on projects across a range of sectors, including sustainability, health and finance which include promoting sustainable waste transformation methods in Vietnam in collaboration with a local non-profit, driving the uptake of healthy school meals for a government Public Health body, and understanding barriers and enablers to increasing vaccinations rates for one of the largest pharmaceutical companies in the world.

Experienced in running capability building programs, Clara delivers a variety of programs for both our commercial and public sector clients to upskill their teams in influence and persuasion techniques. Clara holds a Master’s degree in Behaviour Change from University College London where she was also awarded the Faculty Medal at the UCL Institute of Education for her academic performance and pro-social contributions. She is also a judge for the Royal Society of Arts Design Awards.

Contact: info@influenceatwork.co.uk

Sebastian RocaSenior Behavioural Science Consultant - Product Development
Sebastian is a GAABS accredited Senior Behavioural Science Consultant specialising in product development. Sebastian brings a unique blend of legal expertise and behavioural science to the team.

At IAW, he works with clients across the legal, transport, financial, environmental, and pharmaceutical sectors to drive meaningful behavioural change. He is a key author of a report integrating behavioural, consumer, and neuroscience research, which is being used as expert evidence in UK court cases to protect brands from lookalike products.

Seb holds a Master’s degree in Behavioural Science from the London School of Economics and is a qualified solicitor in Peru, with over seven years of experience in complex negotiations, including mergers and acquisitions, financing, and regulatory compliance. His research interests include AI governance and its application in policy decision-making. He is bilingual, fluent in Spanish and English. His previous roles span the energy, financial, and commercial sectors.

Contact: info@influenceatwork.co.uk

Audrey von RueckmannBehavioural Science Consultant
Audrey is a GAABS accredited Behavioural Science Consultant. At IAW, she applies behavioural science to influence positive change across a broad range of industries and clients, from working with the police to increase domestic abuse disclosure, to aiding NGOs in growing their environmental impact, to measuring and building trust for clients.

Audrey has prior experience in user research in the healthcare industry and is a former researcher in cognitive and affective neuroscience as well as human resource management and leadership.

She holds a Master’s degree in Behavioural Science from the London School of Economics and an undergraduate degree in Psychology with a minor in Business Administration from the University of Zurich. She is also fluent in German and English, with a basic level of French.

Contact: info@influenceatwork.co.uk

David Crichton-MillerBoard Member
David is the CEO of SQW Group, a leading independent provider of research analysis and advice in economic and social development.
Prior to SQW Group, David’s career has been with consulting and support service organisations. His career started as a strategy consultant with McKinsey & Company and has since included being COO of WYG plc, Managing Director of the Environmental and Planning Consulting Division at WYG, Director for Business Development and Strategy at Mouchel, Managing Director for Amey Technology Services, and most recently Executive Director at A4e.

Contact: info@influenceatwork.co.uk

Julian SeawardBoard Member
Julian is a business advisor and investor. He was Senior Operating Partner at TDR Capital for 15 years and has held multiple directorships and board roles including Dartington Retail and Hospitality, Young Devon, Chair of The VPS Group, Chair of Gondola Holdings and currently Bentley Lewis and Chair of TruRating.
Prior to TDR Capital, he was an accountant at PwC, Principal at McKinsey & Company and Operating Partner at Deutsche Bank Capital Partners.

Contact: info@influenceatwork.co.uk

Joseph MarksAssociate Consultant
Joe is co-author of Messengers, Who we Listen to Who We Don’t and Why. A Doctoral Researcher at the University College London studying Experimental Psychology, he holds a Master’s degree in Social Cognition from University College London. His work as an INFLUENCE AT WORK associate has been applied to a variety of commercial settings including with the Financial Conduct Authority, Money Advice Service, Novartis and Transdev.

Contact: info@influenceatwork.co.uk

Nicole Brigandi Associate Organisational Development Consultant
Nicole ​holds a BA in Psychology from The George Washington University and an MSc in Industrial / Organisational Psychology from University College London. An organisational development consultant and leadership coach, she combines cross-industry consulting experience with evidence-based approaches to behavioural change. Recent experience includes working with executives and teams at University of Cambridge, Financial Conduct Authority, Cancer Research UK, Better Up, Eton College, London School of Economics, University College London, Facebook and Social and Sustainable Capital.

Contact: info@influenceatwork.co.uk

“The dream team of persuasion science”

Dan Pink

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