Sam Paul

Sam Paul
  • Title: Managing Partner
  • Company: The Behavioural Architects


Sam Paul is a Managing Partner at The Behavioural Architects. He has a background in organisational psychology, with specialist expertise in customer experience, employee wellbeing, change management, and behavioural research.

He has written two theses on Behavioural Science, has given keynote speeches on behavioural economics and written multiple white papers on the core tenants which underpin employee engagement and best practice techniques for engaging both customers and employees.

Sam has a BSc in Psychology and Physiology, an MSc in Organisational Psychology and is registered with the British Psychology Society.



Co-Presenter: Grainne O’Dwyer

Traditional qual research asks people why they behave as they do; however, as most of our behaviour is subconscious, we are often unaware of what truly drives our behaviour.

Behavioural Science is a tool to help us to better explore and understand behaviour, informed by a set of proven psychological principles and experiments; which enables us to add quality and new interpretation to the findings delivered by current market research methods.

At The Behavioural Architects we work to find more effective ways to link behavioural insights to research, and in our presentation we will share with you some of our behavioural techniques to help minimise response biases, reduce respondent post-rationalisation, and to better understand drivers of behaviour via:

– Experimenting with peoples’ context and observing their behaviour rather than asking what they would have done

– Designing key activities to desensitise, disrupt and experiment with behaviour

– Utilising a framework for analysis of non-verbal cues that enables us to explore a richer understanding of behaviour

– This session will explore different methods that can help highlight key biases and provide a much more accurate account for our behaviour.

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