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.
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 latest book, Influence at Work has recently been published by Economist Books
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).
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.
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.
Eloise is an Associate Director and GAABS-accredited Behavioural Scientist. She designs and leads effective behaviour change programmes across a diverse range of sectors and leads our Climate and Environmental practice.
She has deep expertise in developing bespoke frameworks that underpin successful change initiatives. Her work has been published in the Cognition, Harvard Business Review, and the latest edition of Influence.
Eloise also creates and facilitates workshops and training programmes that equip clients with the tools to understand the science of influence and achieve lasting impact. She has been interviewed for ITV, delivered keynote talks to corporate and NGO audiences, including at the University of Cambridge, and has developed and featured in international e-learning programmes.
Alongside her interests in collective action and pro-social outcomes, she brings extensive experience in research, evaluation, and measuring real-world behaviour change. Elle holds a BA in Experimental Psychology from Oxford University and a Master’s in Behaviour Change from University College London.
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.
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.
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.
Alex partners with leading pharmaceutical organisations to change behaviours that get in the way of better patient outcomes. He brings clarity, challenge and momentum, helping teams think differently without losing progress. Clients consistently value his balance of rigour and pragmatism when navigating complex systems.
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.
Sebastian brings curiosity and rigour to every project. He thrives in the ‘understand’ phase, analysing the data carefully and uncovering the real insights that matter, drawing on his legal training and practice where every detail counts.
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.
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.
Alison leads the marketing activity at IAW, ensuring that the team’s work in driving impact at scale, through applying the science of influence and persuasion to the most challenging human issues, across a range of industries reaches the right audiences. She would like to engage and inspire more organisations to consider IAW, as the originators of applied behavioural science, to partner with us to build capability and work together on customised solutions for those problems where traditional approaches to persuasion have failed.
Alison’s career as a results-driven B2B marketing professional has covered both the corporate and the not-for-profit sector and her extensive experience includes American Express, Esso and Mental Health at Work CIC. She has also held a number of board and trustee roles and is currently deputy chair at the charity, Gold Standards Framework.
She is passionate about understanding customer issues and ensuring that the right match of relevant information is available to build long term partnerships, measure impact, and drive meaningful change for all.
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.
Sally has over 30 years’ experience in the Financial Services sector including at Barclays where she held the position of Chief Internal Auditor as well as at JPMorgan Chase and RBS. She serves as Non-Executive Board Director (NED) at Citigroup (where she is also Audit Committee Chair), ACIN and KORE Lab, and is a Strategic Advisor to JD Haspel.
Always been passionate about helping people to reach their potential, Sally has championed and won awards for various leadership, diversity, and people development initiatives.
Sally is a Fellow of the Institute of Leadership and Management, holds an MBA from Warwick University, and a Diploma in Executive coaching from Strathclyde University. She is the founder of executive coaching company, Frattina Services Ltd.
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.
Andrea is the Finance Manager at Influence At Work, partnering with clients to ensure financial processes are clear, compliant and aligned with effective delivery.
With broad experience across commercial and education sectors, she supports clients in navigating finance systems, resolving queries, and achieving practical solutions. Andrea combines strong attention to detail with a collaborative, approachable style, helping organisations move forward with confidence.
Nina supports the finance function at Influence At Work, playing a key role in ensuring our day‑to‑day financial operations run smoothly and efficiently.
Working closely with internal teams and colleagues across the business, she manages transactional finance activities including expenses, payroll support and finance system administration. Her work underpins accurate reporting and timely processing, helping ensure a consistent and reliable experience for both clients and employees.
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