Co-Founder of CX Lab - pioneering behavioural science in customer experience. 

Co-founded CX Lab to bring a new approach to customer experience, one based on science and evidence rather than hype and rhetoric. Having spent many years as a marketing director and as a management consultant, we founded CX Lab to pioneer the use of behavioural science and biometrics in customer experience. Our approach starts with the core behavioural science concept that customers don't do what they say. Asking customers about the whats and whys of their experience doesn't get to the truth. We need to gain an understanding of the unconscious drivers of behaviour to design better customer experiences.