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Who We Are

As a behavioural insights strategist, my expertise is in making the science of human behaviour accessible, relevant and actionable. I solve difficult puzzles to help companies reach their goals through behaviour change. If you have an outcome in mind, I can work out what behaviours you need to change, and how best to do it.

After a decade at the helm the pioneering behavioural insights consultancy I co-founded, I now work with companies across industries to guide them on behaviour change and behavioural design. My academic background in marketing, linguistics and cross-cultural psychology gives me a deep understanding of how to apply the latest findings on human behaviour and, being an entrepreneur, I’m focused on the practical applications.

I use my data detective skills to help companies improve their products, services and customer journeys with the data already have. By understanding human behaviour, companies can make their products, services and marketing more effective. Getting the insights you need out of the data you have is complex and can be daunting. You need a way to structure your data to make it manageable – and an understanding of behavioural science provides that.

In addition to my work as a behavioural insights strategist, I also run the cultural psychology knowledge hub Mind In Context and consult with aviation startup Lygg as their Customer Experience Officer. 

I'm also a certified member of the Global Association for Applied Behavioral Science (GAABS) for qualified individuals and organisations with an established track record and demonstrated commitment to behavioural science.

 

What can I help you with?

As a behaviour change strategist, my expertise is in making the science of human behaviour accessible, relevant and actionable. I solve difficult puzzles to help companies reach their goals through behaviour change. If you have an outcome in mind, I can work out what behaviours you need to change, and how best to do it.


I can make your data work for you.

With more than 15 years of experience in applying behavioural science to strategy, I know how to apply logic to find solutions that make the most of the data companies already have. I apply my behavioural science expertise to diagnose problems and work out solutions. By acting as a data detective, I use frameworks of qualitative and quantitative methods to understand companies’ data, turn it into information and show them how to apply the insights.


I apply behavioural science to achieve companies’ goals.

The scope and diversity of behavioural science can be daunting, but with the right guidance it is powerful and can help you design for behaviour change. I co-founded Irrational Agency – in 2012, we were pioneers of behavioural science in consumer insights – and continue to work at the forefront of the industry. As a recognised expert in cultural psychology and consumer behaviour change, I have experience in FMCG, retail, finance and healthcare.

 

I help companies learn.

I work closely with companies across industries to guide them on topics including behaviour change and behavioural design. I build institutional knowledge through workshops and training, and I have been invited regularly as a global keynote speaker on behavioural science.


I bridge science and business.

With MSc degrees in Marketing, Linguistics, and Cross-cultural Psychology, I have a deep understanding not only of the mechanisms of academia and research, but also of when and how to apply the latest scientific findings. I was raised in an entrepreneurial family and took over the family business before running my own consultancy, so my natural starting point is to take a business angle. This background gives me a unique perspective that has benefited companies around the world. It is my mission to bridge science and business, so I founded the Dutch Behavioural Science Network in 2018.

I'm also a certified member of the Global Association for Applied Behavioral Science (GAABS) for qualified individuals and organisations with an established track record and demonstrated commitment to behavioural science.

 

Why 'Square Peg Insight'?

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Most of my life I have felt like a square peg trying to fit into a round hole.


I am the proverbial individualist who does not fit into a societal niche; a neurodivergent woman living in a country I didn’t grow up in, trying to understand the culture and its people and find a way to fit in.


I’m a scientist working in the business world. It’s no wonder I have had a life-long passion for cultural psychology and decision-making psychology.


The idiom ‘square peg in a round hole’ appeared in Edward Bulwer-Lytton’s 19th-century novel Kenelm Chillingly, His Adventures and Opinions:


‘Now, your son's case is really your case — you see it through the medium of your likings and dislikings, and insist upon forcing a square peg into a round hole, because in a round hole you, being a round peg, feel tight and comfortable. Now I call that irrational.’


Irrational it may be, but that is the nature of human behaviour. We behave in unpredictable ways for complex reasons, and we are not good at explaining why.


Applied behavioural science is about trying to understand the irrationality. It’s about collecting data and turning into information and insights that we can use to change behaviour.


The name Square Peg Insight is a little about me and a lot about behavioural science. And it’s about embracing and understanding our individuality and irrationality.