top of page
transparent cubes big image v3.png
about square peg insight

Square Peg Insight is an applied behavioural science consultancy specialising in behaviour change, insight synthesis and behavioural insights training. 

Elina color WEB8.jpg

why 'square peg insight'?

The idiom ‘square peg in a round hole’ first appeared in a 19th-century novel:

‘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. ’


Most of my life I have felt like a square peg trying to fit into a round hole: a scientific mind working in the business world and 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. 


This invisible friction between me and my environment has fuelled a lifelong curiosity and different perspectives for how people think, decide and behave.  It's a mission I will likely be on for the rest of my life even if by this point I am comfortable with forever being a square peg.  

if you want to skip to the details:

...or read more about what we do:

I apply behavioural science to achieve companies’ goals by bridging science and business.

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.

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 can make your data work for you and help you learn about behavioural science.

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 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.

transparent cubes big image v3.png
bottom of page