Experience

Be-IQ

• Financial Services
• 1 - 100 Employee

• Director of Research & Behavioural Science

  • Nov 2023 - Present

  London, United Kingdom Develop state-of-the-art digital risk profiling tool for financial services providers: • Deliver end-to-end research projects • Build and develop research team • Inject behavioural science expertise in support of product development



Freelance

• Egypt
• Human Resources
• 1 - 100 Employee

• Research & Behavioural Science Consultant

  • Nov 2023 - Present

  London/Cambridge, United Kingdom • Improve startups' research capability by shadowing/co-working on live projects • Build and grow in-house research and insights team • Develop team via individual coaching on research/analytics/insights/product domain knowledge • Apply behavioural science principles in research and product development



Dectech

• United Kingdom
• Business Consulting and Services
• 1 - 100 Employee

• Non-Executive Director

  • Nov 2023 - Present

  London, United Kingdom • Originate and deliver selected client projects • Provide firm governance support as needed

• Director

  • Apr 2010 - Oct 2023

  London, United Kingdom • Oversee project delivery, own senior client relationships • Conduct firm governance, including talent acquisition/development • Develop new products, e.g., Behaviourlab, Brand and Fraud Prevention practices • Notable projects include: - The Open University fee elasticity and funding innovation - HSBC/first direct current account joining incentive revamp - RSA More Than rewards program comms/UX optimisation - Deliveroo Plus feature and pricing optimisation - IFB… Show more • Oversee project delivery, own senior client relationships • Conduct firm governance, including talent acquisition/development • Develop new products, e.g., Behaviourlab, Brand and Fraud Prevention practices • Notable projects include: - The Open University fee elasticity and funding innovation - HSBC/first direct current account joining incentive revamp - RSA More Than rewards program comms/UX optimisation - Deliveroo Plus feature and pricing optimisation - IFB opportunistic insurance fraud prevention program inception - Plan UK child sponsorship proposition development - British Gas next generation proposition development - giffgaff brand/campaign tracking & ad copy testing

• Principal

  • Apr 2008 - Mar 2010

  London, United Kingdom • Manage project and cross-discipline stakeholders, developed high-talent teams • Deliver recommendations to senior audiences and influenced their decisions • Notable projects include: - IKEA purchase decision mapping - Sky strategic pricing planning - OFT high-cost credit review - E.ON B2B purchase decision mapping

• Associate

  • Apr 2005 - Mar 2008

  London, United Kingdom • Execute empirical research: fieldwork design, data modelling, and reporting • Notable projects include: - Tesco range image management - ABI risk disclosure design optimisation - E.ON building brand familiarity strategy - Tesco store selection decision mapping



MRC Laboratory of Molecular Biology (LMB)

• United Kingdom
• Research Services
• 200 - 300 Employee

• Post-Doctoral Research Fellow

  • Apr 2003 - Apr 2005

  Cambridge, United Kingdom • Conduct scientific research in behavioural genetics • Author articles in peer-reviewed journals