ALL COMMERCIAL OPPORTUNITIES ARE behavioural
we use behavioural science to unlock growth
behavioural science is the capability that diagnoses the underlying
cognitive
affective
contextual
social
systemic
drivers that underpin customer and commercial opportunities
and enables the creation of scientifically grounded, ROI positive
behavioural interventions that work with the grain of real humans
we combine real science with decades of commercial consulting acumen and wherewithal
ANDREW CHAPMAN, PhD
co-founder
JOHANN PONNAMPALAM, PhD
co-founder
LEANNE ROSAMILIA
director
CHRIS HARVEY
director
MICHAEL SANKEY, PhD
director
SALLY RICHARDSON, DPsych
senior behavioural scientist
TARA NESS
director
BEN RICHARDSON, PhD
director
LEANNE HUGGETT
behavioural scientist
JONTY HALL
behavioural scientist
how do we create behavioural
impact?
we integrate
behavioural science
analytics
creativity
to design targeted, practical and
implementable
behavioural interventions
that drive ROI and growth
behavioural science
- cognitive, neuro, marketing and data sciences
- evolutionary, organisational and health psychology
- behavioural economics
analytics
- behavioural measurement
- advanced analytics
- behavioural insight
creativity
- ideation
- design
- execution


+8.5% market
share increase
for Australian franchise
of global bio-pharma
brand
+500% (vs. budget)
in life insurance
opt-in for global life
insurance brand
during PYS
insurance opt-in
campaign
27% increase
in YOY
sales from
behavioural science
training of an
inbound sales call
team
significant increase
in outcomes
for national
sporting body
following 2x
national attendance
campaigns
+92% increase
in member
conversion leads for
top-5 ISF
265% increase
in digital
communications
engagement
across PHI welcome
journey
30% increase
in financial advice
appointment
conversion
for leading Industry
Super Fund
significant changes
in patient and
employer behaviours
for a national
universal insurance
and health care
program
new record
off-airport
check-in rates
for an international
airline
300% increase in
physician access
across multiple
primary and
specialty brands
56% increase in AFL
club membership
renewal
conversion
120% increase in
campaign clickthrough rate
for a top-5 Industry
Super Fund
> 6 x ROI
from Australian
disease awareness
campaign
reversal of market
share decline
for biggest brand by
revenue contribution
for global top-5
pharma brand
$6M ROI
for behaviourally
optimising 1x
letter and 1x
outbound call for
a Government
Regulator
+ 13% increase in
PHI leads
from national
brand campaign
we build science-led campaign platforms for maximum behaviour change effectiveness
here are some examples of our work:
looking for a new,
better challenge?
join our team of behaviour
change specialists, solving
real-world problems
will you unlock growth through
behavioural science?
CONTACT OUR FOUNDERS

ANDREW CHAPMAN, PhD
co-founder

JOHANN PONNAMPALAM, PhD
co-founder

ANDREW CHAPMAN, PhD
co-founder
Education
Andrew’s training includes bachelors, honours and Doctor of Philosophy degrees across health and neuroscience domains, as well as postgraduate level business and management degrees
Brief summary
Andrew has 15+ years experience spanning behavioural science, research and analytics, marketing and strategy consulting. His experience extends to VP, Managing Director and Country Head level – working internationally with a global client list
Andrew’s experience includes:
- award winning marketing research, communications and behaviour change work
- leading the international expansion of marketing research and consulting agencies
- building insourced business intelligence functions
- leading emerging brand ventures in Australia and North America
In healthcare he brings a unique blend of expertise and experience – having worked as a clinician and in commercial consulting on a multinational scale with many top healthcare, pharmaceutical and health insurance companies, plus several Australian and international government health departments and programs
Outside work
Will often paddle, cycle and run from sunrise to sunset

JOHANN PONNAMPALAM, PhD
co-founder
Education
Johann holds a PhD (System 1 & 2 thinking, Evolutionary Psychology, Choice Modelling) from Deakin University, as well as a Bachelor of Arts with first class Honours (summa cum laude) from Deakin University
Brief summary
Founded Decision Design with the principal aim of translating hard science into practical, commercially implementable interventions to create customer, social and business impact. Johann has depth, hands-on expertise across several commercial sectors – and is an active advisor to c-suite leadership teams
Whilst being the direct opposite of an academic, Johann holds an Adjunct Associate Professorship in Psychology at Deakin University which enables him to keep the latest breakthroughs in behavioural science at his fingertips for commercial and social application
Outside work
Johann’s rubric is defined by his family, his hobby farm and his golf handicap

LEANNE ROSAMILIA
director
Education
Leanne holds a double degree in Bachelor of Economics and Bachelor of Commerce (Finance and Marketing) from Monash University
Brief summary
Leanne has 9+ years commercial experience as a brand consultant, informing critical insights, strategy and design for many of Australia’s most influential businesses, including ASX20 companies. Leanne has depth, hands-on expertise leading a countless number of programs with the principal aim of driving targeted interventions that create customer and commercial impact
Outside work
Leanne is a mum and first-class comedian to a beautiful little boy, and will often be found adventuring outdoors

CHRIS HARVEY
director
Education
Chris holds a Bachelor of Business (Marketing) with first class Honours from Monash University
Brief summary
Chris brings 10+ years of insights delivery experience in developed and emerging markets within APAC as a senior consultant, analyst and specialist research designer. Leveraging his design and measurement expertise, Chris has led numerous studies to solve for an array of behavioural challenges with his work informing client strategies in relation to branding, communications, CEX optimisation, NPD, demand forecasting, price and promotional planning
Outside work
Chris lives for his wife and baby daughter – if he’s not at work you’ll find him walking with his two ladies by the beach with a coffee in hand, playing guitar somewhere or hitting the gym

GREG LEWIN
behavioural scientist
Education
Greg holds a Bachelor of Psychological Science (Honours) from the University of Queensland
Brief summary
Greg is a behavioural scientist who brings a creative lens to rigorous scientific solutions for commercial impact. Greg’s consulting experience and combined scientific and creative backgrounds allow for a unique perspective on client issues, culminating in measurably effective interventions to complex behavioural challenges
Outside work
Film. Art. Gym. Science. The present and the future. In-depth philosophical discussions with Alex Caminer. Pinot Noir. Good shoes.

MICHAEL SANKEY, PhD
director
Education
Michael holds a PhD (Management – Organisational Decision Making) from the University of Melbourne, as well as a Bachelor of Arts (Psychology) with first class Honours from the University of Melbourne
Brief summary
Michael works with brands and agency partners to navigate the intersection of science and creativity, insight and execution for commercially effective ideas. He has 8+ years consulting experience across Australia and North America with ASX 50 and Fortune 500 brands, and global ad agencies
Outside work
Known to travel to remote locations around the world for landscape photography, Michael also loves a good burger and is a passionate Hawthorn Football Club supporter

SALLY RICHARDSON, DPsych
senior behavioural scientist
Education
Sally holds a Doctor of Psychology (Industrial and Organisational Psychology) from Monash University, as well as a Bachelor of Applied Science with first class Honours from Deakin University
Brief summary
Sally is an experienced behavioural science and organisational development (OD) specialist who brings extensive experience in using scientific findings to intervene on behavioural challenges both internal to organisations and amongst consumer groups. Sally’s consulting experience and combined research and OD background enable her to guide clients through complex behavioural challenges to reach defined and measurable outcomes
Outside work
Sally’s world is her husband, three sassy daughters, and menagerie of animals – you’ll find her with them

TARA NESS
director
Education
Tara holds a Bachelor of Business (Marketing) from Monash
Brief summary
In her 10+ years of consulting, Tara has played a critical role in informing insights, strategy and design for Australia’s most well known growth and turnaround case studies
Tara has led a CEX practice and countless strategic programs where the primary business objectives are retaining customers, reducing failure demand and cost to serve. Tara is able to make the complex, simple by turning CEX insights and data into prioritisation frameworks. Her work cuts through and gains traction – proven through the success of her clients.
Her CEX intervention design has informed operational, product and brand initiatives such front-line staff training and incentives, customer charters, digital on-boarding tools, product naming conventions, self-service channel optimisation, commercial and charitable EDM’s, customer contact plans and reward programs
Work that Tara has led received the top award for Commercial Effectiveness in the Australian Marketing and Social Research Society (AMSRS) Awards and Best CEX Transformation (CX Awards)
Outside work
Tara is the happiest when she is at her local café – family by her side and a latte in her hand

BEN RICHARDSON
director
Education
Ben holds a PhD and Bachelor of Applied Science (Psychology) degree with first class honours (summa cum laude) from Deakin University
Brief summary
Ben has 10+ years’ experience working as a consultant and applied data scientist. He has led projects to deliver research and data-driven insight for senior clients spanning the commercial, higher-education, not-for-profit and public sectors. He is expert in survey design, measurement and analysis, data visualisation, predictive analytics, simulation and forecasting, economic modelling, and evaluation. He has published his work in over 80 peer-reviewed papers and numerous industry reports
Outside work
Ben spends most of his non-work time with his two young children, wife and friends

LEANNE HUGGETT
behavioural scientist
Education
Leanne holds a Msc Performance Psychology from the University of Edinburgh as well as Bachelor of Arts (Psychology) from the University of Queensland. She is currently working on a Graduate Diploma of Data Science from the University of New South Wales
Experience
Leanne is a behavioural scientist who has experience using scientific approaches to intervene on complex organisational behavioural challenges across Banking and Finance. Through applying psychological principles, Leanne has helped create tailored human centred solutions across a broad range of projects from designing targeting training and skill development programs through to comprehensive talent and performance strategies to overcome organisational challenges
Outside work
Wherever she goes Leanne is almost inevitably accompanied by her adopted dog Beaufort. If she’s not working you’ll likely find her with her nose in a book with a cup of tea in hand or attempting (often unsuccessfully) new recipes in the kitchen

JONTY HALL
behavioural scientist
Education
Jonty holds a double bachelor’s degree in Science (Psychology) and Commerce from Sydney University, as well as a Graduate Diploma of Advanced Psychology from Monash University
Brief summary
Jonty is a behavioural scientist and experienced consultant, using a combined scientific and commercial background to apply behavioural principles across a range of sectors, particularly within state government, healthcare, higher education and financial services. As a former behavioural risk consultant, Jonty brings a unique perspective in assisting organisations to understand the underlying behavioural drivers for misconduct and non-compliance issues – and combining these insights with scientific research to develop interventions for solving complex organisational challenges
Outside work
Jonty tends to spend his free time either reading about science, history and tech, or immersed in everything sport related – be it running, gym, dog walking, pilates or watching sport – which in practice primarily involves single-handedly propping up the local physio industry and yelling at the TV