Katy is the founder of HRW Shift. She has an MSc from the London School of Economics and is an active member of the London Behavioural Economics network. In addition to applying behavioural understanding on projects for clients, she attends and presents at global conferences about behavioural economics in pharma market research.

Rhiannon has a master’s degree in Social Cognition, undergraduate degree in Psychology and Sociology and expertise in Neuro-Linguistic programming (NLP) and is ideally placed to consult and provide behavioural insights and support the core project team by paying close attention to language-based clues to shed further light on cognitive biases and heuristics.

Kiran has an undergraduate degree in psychology and a master’s degree in health psychology, including key constructs of the HCP/Patient relationship. She joined HRW after completing her master’s degree and consults regularly as a core part of the Shift team to ensure validated constructs in health psychology are applied.

Jen has a strong academic background in linguistics, psycholinguistics, and discourse analysis (psychology of language processing and cognition). She has experience investigating language patterns, styles (tense/style/framing) to extract a deeper understanding of perceptions, feelings, and concerns.

Oliver holds a Master's Degree in Behaviour Change and an undergraduate degree in Human Geography, both from UCL. He also draws on a diverse career – from facilitating behaviour change workshops to capturing customer voice – to deliver creative, evidence-based insights tailored to the business context and underlying social psychological processes.

Samyukta holds master's degrees in Clinical Psychology and Behavioural Science, reflecting her profound interest in the intersection of human behaviour and healthcare decisions. Her research background includes in-depth studies on the drivers of preventive health behaviors, with a notable focus on understanding the behavioral aspects of antibiotic consumption in the patient community. Eager to apply her expertise, Samyukta looks forward to contributing valuable insights as a member of the SHIFT team, leveraging her blend of psychology and behavioural science knowledge.

Intrigued by the intersection of human behaviour and decision-making, Saket graduated with an MSc (distinction) in Behavioural Science from the London School of Economics and Political Science. His fascination for human behaviour and health is evident in his dissertation, which focused on applying linguistic analysis to differentiate linguistic markers unique to suicide ideation. Skilled at behavioural diagnosis, research design, and quantitative research, Saket has applied behaviour science principles to solve complex behavioural challenges

Human decision-making is something which Tony finds fascinating, and he is amazed by how insights from behavioural science can make significant impacts on people's outcomes. Tony joined the Shift team, HRW's in-house behavioural science unit, in early 2022 after working for an applied behavioural science consultancy in Australia where he managed and supported projects in the healthcare, government, FMCG, finance and technology industries. Prior to this, he obtained a MSc (Distinction) in Behavioural Economics from the University of Nottingham, which is where his interest in behavioural science really solidified.

Kate joined HRW after working in the Behavioural Practice at a social research and advisory business in the UK. Here she managed and supported projects applying mixed methods research and behavioral insights to understand and influence behaviour and decision making across a range of public policy areas. Prior to this she pursued her interest in human behaviour through an MSc in Behaviour Change at University College London, and a BSc in Psychology and Cognitive Neuroscience at the University of Manchester.

Tori graduated from the University of Copenhagen in 2025 with an MSc in Social Data Science after gaining her BA in Data Science and Psychology from Wellesley College in 2023. She is fascinated by the gap between what people say and what they do which she explored in her Master's thesis, revealing how healthcare treatment presentation shapes patient adoption. She's particularly interested in understanding behavioral barriers to healthcare interventions and how data-driven insights can inform better patient outcomes.