NEWS6 April 2022

The Behavioural Architects expands workforce

Asia Pacific News People UK

UK/AUSTRALIA/CHINA – The Behavioural Architects has finished a major recruitment drive, bolstering its global consulting team with almost 30 new hires.

Magnifiying glass over world map with head shots of candidates

The 29 new hires are across The Behavioural Architects’ global offices, with 12 new consultants in China, 10 in the UK and seven in Australia. The new appointments are at all levels of the business, including director. The company’s global team now comprises nearly 100 consultants, with more appointments to come.

Currently celebrating its 10th anniversary, TBA continues to build and expand its approach to unlocking behavioural insights and behaviour change, working with a client list that includes Google, Uber, Diageo, GSK, The Welcome Foundation and Lilly.

The agency has won numerous awards for its work over the years, most recently the MRS 2020 Creative Development Research, for its work for Transport for New South Wales and physical distancing, as well as MRS 2020 New Consumer Insights, for its work with Google on decoding decisions and ‘winning in the messy middle’.

The Behavioural Architects’ global co-founder, Crawford Hollingworth, commented: “Behavioural science is now clearly established in the armoury of any company or organisation interested in understanding behaviour and behavioural change – and this growth is global. We are thrilled to continue to attract such outstanding talent to our international team.”

Details of the appointments are as follows:

UK office:

Grace Baszczak – junior strategic consultant
A recent graduate with a MSc strategic innovation management, Baszczak’s research background has focused on inclusive innovation and healthcare. Prior to this, Grace completed her BSc in management with marketing from the University of Bath, which included a placement with Johnson and Johnson in digestive healthcare marketing.

Cedric Chin – senior strategic consultant
Chin is a quantitative specialist with a background in consumer research and insight. He was previously at Sparkler, where clients included Google, Yahoo, BBC, TUI and the Premier League. Chin has a master’s in behavioural and economic science, including designing behavioural interventions and experiments, plus statistical analysis.

Katinka Duewel – junior global behavioural intelligence analyst
Duewel recently completed her master’s in social psychology, which involved diving into the psychology of communication and persuasion and designing behaviour change interventions. She has also worked in marketing and communications for a Dutch non-governmental organisation.

Shivani Gangrade – strategic consultant
Gangrade has a background in design and applied behavioural science. Previously, she worked on behavioural change projects in the tech, education, social impact and healthcare sectors. She has a master’s in behavioural science.

Rohin Kotecha – junior strategic consultant
Kotecha recently completed a master’s in behavioural economics. During this time, he also worked as a freelance behavioural consultant for several smartphone app developers.

Anaïs Le Joncour – senior strategic consultant
Le Joncour has a varied background working with consumer brands. She started her career at Mullen Lowe and then Leagas Delaney, and then at start-up FamilyTasks. Most recently, she was part of Ipsos’ media and technology team, where she worked on large-scale international projects. She has a BSc in psychology.

Alex Poultney – strategic consultant
Poultney has a background in mixed methodology behavioural insights research, with project experience in many areas including communications testing and optimisation. He has a master’s in the psychology of advertising.

Miguel Rodrigues – senior strategic consultant
Rodrigues has a diverse research background with experience including consumer, pharmaceuticals and medical technology. He has a master’s in clinical psychology and has worked as a researcher in neuroscience and neuropsychology.

Freya Rowson – associate director
Rowson has a background specialising in brand strategy and comms development. Previously, she worked for Firefish and Kantar. Rowson has a BSc in psychology with a particular interest in the real-world impact derived from positive social behavioural change.

Rosalind Wilson – strategic consultant
Wilson has a background in pharmaceutical market research, particularly researching disease journeys, unmet needs and drivers and barriers for healthcare professionals and patients. She has a master’s in health psychology and focuses on health-related behaviours.

Australia office:

Lara Chapman – senior behavioural strategy consultant
Chapman has a background in consulting, combining strategy with data science to solve complex business problems.

Jason Lee – senior behavioural strategy consultant
Lee has spent the past four years in both agency and client-side consumer insights roles. Before that, he was a corporate solicitor in New Zealand where he worked on mergers and acquisitions and corporate funding arrangements. He studied commerce and law at the University of Auckland and later undertook post-graduate study in marketing at the University of Melbourne.

Anna Ostrowski – senior behavioural strategy consultant
Ostrowski has a background in quantitative analysis and previously worked in the trade union movement.

 Stephanie Stanton-Fay – senior behavioural strategy consultant
Previously, Stanton-Fay was a research fellow within University College London’s (UCL) Centre for Behaviour Change, creating and applying academic research in the design and evaluation of interventions to promote or minimise behaviours. At UCL she also lectured in behaviour change at master’s level. She holds a PhD in neuropsychology and decision-making in obesity, as well as a first degree in psychology. 

Jordan Thomas – associate director
Thomas is a researcher within the healthcare and life sciences field, with 14 years of industry experience in qualitative, quantitative and digital research. 

Olivia Costigan-Vermeesch – behavioural research executive
Costigan Vermeesch recently completed an MSc in Applied Psychology. She’s passionate about the power of behavioural science to have an impact on big social problems, as well as small, everyday inconveniences.

Yvette Voysey – director, healthcare
Previously, Voysey ran Australian largest healthcare market research agencies at IQVIA Solutions. Her field of expertise spans both qualitative and quantitative research methodologies. She’s partnered with blue-chip clients across a myriad of therapeutic areas, from rare diseases with orphan drugs, to oncological and other prolific conditions, including diabetes and cardiovascular disease.

China office:

Sharon Chan – associate director
Chan started her career in Malaysia before spending the last four years in China. She was previously a research manager at Kantar and has strong multi-country expertise across both qualitative and quantitative methods.

Cindy Chong – associate director
Chong was previously a senior research manager with Ipsos in Malaysia, with experience in fast-moving consumer goods.

Linnan Jiang – consultant
Jiang was previously at Researchism, where she was a researcher. She has rich experience in product development, portfolio strategy and branding research.

Xueyan Shao – consultant
Shao started her career as a researcher at cultural consultancy Rhizome and has a focus on behavioural science approaches and international work.

Eva Tang – consultant
Tang has both quantitative and qualitative experience gained at Ipsos while working as a research executive.

Dennis Wang – associate director
Wang was most recently a client-side research manager at Jing Dong DJ, part of one of the largest e-commerce platforms in China. He also brings extensive agency-side experience in quantitative research.

Mia Wu – consultant
Wu was previously an analyst at Kantar Consulting before coming to The Behavioural Architects to further her interest and experience in using hybrid approaches to build insight-based strategies. She has a master’s degree in media and communications.

Kiromi Xu – consultant
Xu graduated from Shanghai University with a degree in sociology in 2021.

David Yang – associate director
A seasoned qualitative researcher and moderator, Yang was most recently an associate account director at Edenred.

Constance Ye – consultant
Having graduated in anthropology, Ye has qualitative research experience gained when she worked as a researcher at Rhizome. She has expertise in in-depth interviews and ethnography, spanning business-to-consumer and business-to-business sectors.

Welkin Yuan – consultant
With close to four years’ experience across categories, most recently as an associate research manager at Ipsos, Yuan has worked on a variety of customised quantitative methodologies.

Eudora Zhang – consultant
Zhang was a management trainee in the insight function client-side at Bluemoon, a listed fast-moving consumer goods company in Guangzhou, before relocating to Shanghai to join The Behavioural Architects.