About me

I've always been an observer, curious about why people are the way they are, and what makes them that way. After a winding road I eventually ended up turning this into a career.

A brief football career was ended at 24 years old by a knee injury, and I spent the next two years in South America wandering, questioning, doing fieldwork before I had a term for it.

When I found my way into business, I gravitated immediately towards research and strategy. It was a new kind of human puzzle: why do people connect with some products and not others? What are they really looking for beneath what they say they want? I saw how powerful it was to put genuine human understanding at the centre of how products and services are built, and I've been doing that ever since.

How I work

I create very human environments where people feel they can drop the script and just be themselves, because that's where the real insights live. My background in Psychology and Anthropology gives me two lenses: one for the individual psychological makeup, and one for the cultural context that shapes people. Together they allow me to build a picture that's both deep and holistic. Curiosity isn't a professional skill for me, it's just who I am; I’m always digging, always asking why. Research is less a job than a natural extension of how I move through the world.