Behavioural Science Summit 2026

Anita Bhogaita, Head of Commercial Effectiveness, Digital & Tech, Haleon
Anita is a strategy and transformation specialist with over 20 years of experience delivering complex change across multiple industries and organisations, both from within external management consultancy and in house. Anita has held roles from across the change lifecycle from portfolio / programme management, to product management to operating model design. Anita prides herself in her ability to build high performing teams, is a skilled problem solver and enjoys roles where she can bring order from chaos, all whilst ensuring a consumer-first culture at all times.
Anita is a wife, and a mum to 2 young girls,  both roles which keep her busy outside of work! She is one of very few female leaders working in a senior executive role on a flexible working arrangement. She has been nominated for an Asian Woman of the Year Achievement award and has been mentored for many years by well recognised leaders within the digital and tech space.

Benjamin Buckby, Behavioural Design Lead, Digital & Tech, Haleon
Award-winning behavioural designer with 18+ years’ experience applying behavioural science to design behaviour-changing experiences, products and services. In this time, Benjamin has partnered with GSK, HSBC, Hitachi, Telefonica, Nestle, and many others to uplift their behavioural science capability, improve product adoption and change behaviour. He has won a Nudge Award (the world first behaviour change awards), been shortlisted for the AQR Qualitative Excellence Award, and voted Most Inspiring Speaker at the AURAs.
Having successfully started and scaled behavioural science teams for numerous agencies, Benjamin founded his own startup where he collaborated with Haleon before joining them as Behavioural Design Lead to transform the end-to-end design of Data & AI products to optimise investment choices across the business. He also mentors several incubators and startups, and regularly delivers training in behaviour change on behalf of the Market Research Society (MRS). Benjamin is a passionate cyclist – both on the road and Zwift – and dreams of opening his own cycling café.

Nicola Church, Research Director, MM-Eye
Nicola has 20 years’ experience in insight, beginning her career at TNS/Kantar before joining MM-Eye nine years ago. She works across brand, communications, innovation and customer research, translating complex data into clear, commercially attuned stories that help clients make confident decisions. Nicola has a particular interest in the instinctive, emotional and human drivers that shape behaviour and brand preference.
MM-Eye has partnered with Pearl & Dean for over 12 months on the Wild Spaces initiative, evidencing its impact on real-world behaviour change. As the initiative grows in ambition, the research programme continues to evolve with it.

Anna Cremin, Head of Research and Consumer Insight, Pearl & Dean
With 20 years’ experience in cinema advertising, Anna brings deep expertise and a passion for the power of the big screen. She works closely with planners and strategists to champion cinema role in effective media planning, highlighting its unique ability to deliver impact for brands. 
Anna also sits on SAWA Global Task Force on Sustainability and represents Pearl & Dean within Ad Net Zero. Uniting the power of cinema with sustainability has been central to Pearl & Dean sustainability journey. Anna is part of the team behind Wild Spaces, which won a Campaign Ad Net Zero Award in 2025.

Felicitas de Zavalía, Lead Strategic Designer, VML The Cocktail

Jackie Donnelly, Retail Strategy & Planning Manager,easyJet
Jackie Donnelly manages planning and strategic projects within the easyJet in-flight retail marketing team. With a background in retail, Jackie brings deep commercial and customer insight to the airline industry, applying this expertise to enhance the in-flight retail experience at easyJet. She ensures that communications planning and decision-making are grounded in data and insight, with the Cowry programme of work serving as a key driver in shaping strategy and performance.

Emma Durkin, Retail Marketing Lead, easyJet
Emma Durkin is Retail and Partner Marketing Lead at easyJet, leading the retail marketing team responsible for driving customer engagement and commercial performance across the airline's onboard retail programme. She is passionate about creating customer-focused marketing strategies, fostering collaboration and delivering meaningful commercial growth.

Annu Dwivedi, Behavioural Scientist, Ofgem
Annu Dwivedi is a Behavioural Scientist at Ofgem, exploring how people engage with the energy system and translating behavioural insights into policy that supports fair, effective regulation and the net-zero transition. Annu has over 10 years of experience in consumer behaviour and the applied use of behavioural science.

Tom Ellis, CEO, BrandGenetics
Tom Ellis is CEO of Brand Genetics, a global brand growth and consumer insight consultancy, and a recognised thought leader in brand strategy and innovation - applying behavioural science and psychology to uncover what truly drives consumer choice, moving beyond surface-level targeting to a deeper understanding of human motivation. Over his career, Tom has delivered outcomes for global brands including AB InBev, Estée Lauder, Google, Mondelez, PepsiCo and Unilever, across categories as diverse as beer in China, home care in India, and social media in the US. His approach helps brands break out of category "echo chambers" to focus on the human jobs to be done and the underlying motives that drive behaviour. Tom also champions "Positive Innovation" - a framework placing human experience and wellbeing at the heart of the innovation process. As CEO, he has led Brand Genetics through steady international growth, opening offices in the US and Brazil. He has chaired the Global Innovation Forum for over a decade, and previously held senior roles at 1HQ and Big Green Door, bringing a rare fusion of strategic rigour and startup-like agility to every challenge he takes on,

Michael Field, Head of Revenue Growth Management, Diageo Global Travel
Michael Field is Head of Revenue Growth Management for Diageo Global Travel, where he leads the commercial growth and profitability agenda across one of the world's most dynamic retail environments. Working across iconic brands including Johnnie Walker, Guinness, Don Julio and Tanqueray, he is responsible for translating consumer, shopper and commercial insight into strategies that optimise pricing, promotions and assortment across global travel retail.
With over 20 years' experience spanning Britvic, Nestlé, Higgidy, Tropicana and now Diageo, Michael has built a career at the intersection of commercial strategy, customer leadership and revenue growth management. Having led major retail partnerships, commercial transformation programmes and cross-functional teams, he brings a practical perspective on how behavioural understanding becomes commercial action.
Passionate about combining data, behavioural insight and commercial judgement, Michael believes the strongest growth strategies are built by understanding not just what consumers say, but how they behave in real purchasing environments—and ensuring those insights translate into better decisions for brands, retailers and shoppers alike.

Hannah Jeffery, Marketing Manager - In-flight Retail at easyJet
Hannah Jeffery is Retail Marketing Manager at easyJet, responsible for the airline’s in-flight retail marketing programme. Working across strategy, customer experience and creative development, she collaborated with internal teams and agency partners on the redesign of easyJet’s onboard retail brochure. The project combined customer insight, behavioural science and retail marketing principles to create a more intuitive customer experience, improve product discovery and support stronger commercial performance.

Miriam Makin, Senior Associate, Dectech
Miriam is a Senior Associate at Dectech, after previously completing an MSc in Behavioural Science at The London School of Economics and Political Science (LSE). She was a finalist for the MRS Young Researcher of the Year in the 2024 MRS Awards. She is passionate about applying her behavioural science expertise to financial services to improve outcomes for customers.
Dectech is one of the longest-established behavioural science consultancies in the world. We pioneered the use of immersive online experiments and our award-winning Behaviourlab approach has helped companies to understand and influence customer behaviour in financial services, telecoms, energy, and retail.

Maxwell Minckler, Senior Market Insights Manager, Search and YouTube, EMEA, Google
Maxwell Minckler leads regional customer research for Google's Search and YouTube Ads Marketing teams in EMEA. He has spent over fifteen years driving scaled B2B and B2C market research programs that translate insights into business impact on local, regional, and global levels around the world. Before joining Google EMEA, Max led Google's Brand & Reputation and Devices & Services research for Asia Pacific, and built data-led insights functions for technology and media companies across North America.

Kevin May, Principal Behaviour Change Consultant, ImpactSense
Kevin May is a behavioural change specialist helping brands like Visa, Toyota and Nespresso design products and services people actually use and love. Trained in neuroscience, he blends behavioural science with service design to create evidence-based strategies that drive measurable impact across B2B and B2C experiences. With a background spanning consulting, UX, and research, Kevin is known for turning complex human behaviours into practical, high-performing interventions. Most of his work involves shaping strategy, influencing behaviour, and delivering meaningful business results.

Cássia Medeiros, CMI Leader, Unilever
Cássia Medeiros is passionate about understanding people - what drives them, inspires them, and ultimately shapes their decisions. As a Consumer & Market Insights leader originally from Brazil and now based in the Netherlands, she has spent nearly two decades helping global brands turn human understanding into growth through research, analytics, innovation, and storytelling. Today, she leads Insights for Unilever’s European Condiments business and is particularly fascinated by how AI and social intelligence are transforming the way we uncover, scale, and activate human understanding. Her vision is for insights to become more connected, proactive, and human-centered, combining the power of AI with deep human understanding to drive better decisions and create meaningful growth.

Jadin Meurer, Senior Behavioural Architect, Cowry Consulting
Jadin Meurer is a Senior Behavioural Science Consultant at Cowry Consulting, specialising in translating complex behavioural insight into commercially actionable strategy. As a project lead on the easyJet in-flight retail programme, Jadin drove the strategic direction of the behavioural audit and research, designing an approach to uncover passengers' psychographic attributes and build a robust understanding of the behavioural drivers behind purchase decisions across distinct traveller segments. With a proven ability to bridge the gap between behavioural complexity and real-world implementation, Jadin partners with senior stakeholders to turn research into interventions that deliver measurable commercial outcomes.

Dr Nicki Morley, Global MD Innovation Solution, Kantar
Nicki has a wealth of experience in Innovation and leads the Innovation solution area globally for Kantar (the world’s leading marketing data and analytics business). She has worked for Kantar for 9 years and is our key Innovation expert and thought leader in all things Innovation and behavioural science.
Nicki ensures that Kantar’s innovation teams are indispensable brand partners to their clients and oversees the development of our Innovation solution strategy and expertise development across the business. She is a champion of AI-enabled research approaches to Innovation and behavioural insights.
Nicki has previously worked at Unilever in Consumer Insights teams in both R&D and Marketing for over 13 years, working with brands like Persil and Cif,. Nicki also set up the ‘Innovation Garage’ which looked at entrepreneurial approaches to innovating differently across the funnel.
With a PhD in behavioural science and post-doctoral in design thinking, Nicki brings a unique academic background to her innovation role and focuses this on helping brands drive innovation and behaviour change through people- and context-centred design.
Nicki’s mission is to ensure that our clients can develop and launch innovations in new meaningfully different spaces that are primed for adoption and is a sparring partner in Innovation to our top global clients.

Veronica Naguib, Managing Director, ImpactSense 
Veronica Naguib is the Managing Director of ImpactSense, a forward-thinking market research consultancy bridging the gap between insight and application for renowned global brands. Co-founding ImpactSense to challenge outdated methodologies, Veronica champions research that drives actionable, meaningful business impact. The consultancy multidisciplinary team blends expertise across marketing, brand, product, and CX, ensuring outputs that are insightful, authentic, and usable. Under Veronica’ s leadership, ImpactSense crafts audience-driven strategies, creative briefs, and data-backed business cases, transforming research into tangible results. With a distinguished background in service design, CX, and UX, Veronica continues to push the boundaries of Market Research, empowering confident decision-making and measurable outcomes. 

William Nicholas, Research Manager, Lloyds Banking Group
Will has over twenty-five years of experience in customer insight roles in financial services. He began his research career at Lloyds Banking Group in General Insurance and has since evolved his role to designing broad strategic research programmes through to smaller tactical pieces using a variety of approaches that touch multiple areas.
Lloyds Banking Group is a leading UK-based financial services group with over 325 years' history and a unique family of household brands. We provide a wide range of banking and financial services, focused on retail and commercial customers. Our purpose at Lloyds Banking Group is Helping Britain Prosper.

Rosie Paul, Senior Director, Client Development, PRS IN VIVO
Senior Director at PRS IN VIVO UK, delivering hybrid research programmes and insight workshops for brands including MondelAìz International, Unilever, General Mills, Savencia and Procter & Gamble. She specialises in helping organisations unlock consumer and shopper behaviour to create clear, actionable direction for innovation and growth.
With over a decade of international experience across customer strategy, innovation and behavioural insight, she is passionate about putting real shopper behaviour at the centre of business decision-making. Rosie has presented internationally on how in-context research enables brands to become truly retail-ready, bridging empathy, evidence and commercial impact through a deeper understanding of what drives real-world choice.

Yerik Rod, Global Insights Director Sustainability, PepsiCo
Originally from Mexico and now based in Ireland, Yerik Rod is Global Ingredients Insights & Innovation Director at PepsiCo, where he helps shape global innovation, consumer understanding and sustainability strategies. With more than 20 years of international experience across PepsiCo and Procter & Gamble, he combines behavioural science, AI-enabled consumer research and market intelligence to help translate human understanding into business action. Yerik is a proud husband and father who believes that curiosity is one of the most valuable skills in both life and business. He is passionate about continuously learning, exploring new ways to understand people, and turning complex human behaviour into practical strategies that create meaningful impact for consumers, businesses and society. At the Behavioural Science Summit, Yerik will share how PepsiCo partnered with Brand Genetics to uncover the hidden psychological drivers of recycling behaviour across nine global markets, using an innovative Human+AI approach to inform the company's global recycling strategy.

Siam Sinotok, Global Research Lead, MPB
Siam Sinotok is Global Research Lead at MPB, the world largest online platform for used photography and videography equipment. He leads global research strategy, delivering insight that shapes customer experience, product development, and business growth. With a background in neuro-marketing at Mindlab, Siam brings expertise in subconscious decision-making and implicit research techniques. He has a proven track record of managing end-to-end research programmes, from methodology design to stakeholder delivery. Combining commercial focus with behavioural insight, Siam helps organisations better understand and respond to how people think, feel, and act.

Laura Smart, Deputy Director, Consumer Insights and Behavioural Science Team, Ofgem
Laura Smart is Deputy Director of Consumer and Market Analysis at Ofgem, covering behavioural science, consumer research, data research and consumer and market monitoring.  Laura previously worked at the CMA and FCA.

Astrid Sochat, Consumer Insights Manager, Mondelez International
Astrid Sochat is a Consumer Insight Manager at Mondelez International, where she leads insight strategy across some of the UK's most iconic food brands -translating behavioural and attitudinal data into decisions that shape innovation pipelines, campaign development, and brand positioning.
With a degree in Economics and over 12 years in research and insights - spanning agency-side with quantitative ad hoc research at Ifop in Paris, data and analytics at Nielsen, and client-side strategic insight at Mondelez since 2018 - Astrid brings a rare breadth of perspective on how different methodologies connect in practice. Her work integrating in-context behavioural research (including packaging testing and shelf simulation) alongside continuous data, brand tracking, and bespoke studies has directly influenced multi-million-pound brand and innovation strategies.
Astrid is passionate about making research predictive rather than retrospective - using behavioural signals to inform everyday decision-making and build a stronger bridge between what consumers do and what brands should do next.

Colin Strong, Head of Behavioural Science, Ipsos
Colin Strong is Head of Behavioural Science at Ipsos and Professor of Practice at Nottingham University Business School. He specialises in applying behavioural science to drive behaviour change in financial services, health, sustainability, technology and organisational change. His work focuses on moving beyond diagnosis to identify what works, for whom and at what scale, using experimental methods, ethnography and strategic insight. In financial services, Colin has led work on investment behaviour, pensions engagement, financial wellbeing and the psychological barriers that prevent people acting on long-term goals.

Melloney Underhill, Insight Lead, Client Division, St. James's Place
My degree in economics, has led to a career of 20 years in finance, the second half of these specialising in consumer behaviour and insight. My focus at St. James’s Place, is utilising research and analysis to understand clients’ needs, experiences, and perceptions when it comes to their financial lives, converting insight into strategies that strengthen propositions and relevance.
I’m passionate about how and why UK consumers make financial decisions and the role research and insight can play in helping businesses empower better financial outcomes.