Selected writing

A literature-based framework mapping different ways behavioural science is being used in relation to AI. The guide distinguishes between competing objects of study, levels of analysis and functions of behavioural science, turning a fragmented emerging literature into a practical map.

A practitioner-facing extension of the field guide above, translating the conceptual map into a tool for people trying to understand where their expertise fits and why different approaches to behavioural science and AI can talk past one another.

A three-dimensional matrix for distinguishing different relationships between behavioural science and AI according to purpose, scale and interaction. Written to help practitioners scope problems more precisely and avoid collapsing very different kinds of work into one category.

An ESOMAR paper translating behavioural science into a practical method for sharpening research briefs, identifying target behaviours and making insight work more actionable.

A practical piece on why asking people about past behaviour does not automatically produce reliable accounts, drawing on cognitive psychology to show how memory errors shape qualitative research.

A practitioner guide to the judgement involved in applying behavioural frameworks to real qualitative data, including where categories overlap and where mechanical coding can go wrong.

A public-facing example of turning a confusing evidence base into a clear starting point for decision-making while preserving uncertainty and competing explanations.

A commissioned breed profile written in Gundog Journal’s distinctive house style. Before writing it, I analysed 12 previous breed profiles to identify their recurring structure, expressions, pacing and editorial conventions, then used that model to produce a new specialist feature.

A concise editorial article translating cross-cultural psychology for a broad marketing audience, showing how assumptions about “universal” consumer behaviour are often rooted in Western psychological models.

A longer research-led industry paper examining how culture shapes decision-making and what that means for the application of behavioural economics across markets.

An evidence-led myth-busting piece examining genetics, development, environmental influences and measurement uncertainty in a condition often discussed in overly binary terms.

A conceptual clarification piece separating distinct biological mechanisms that are often collapsed into a single category, and showing why the distinctions matter in practice.

An examination of what ingredient lists, manufacturing processes and contamination risks do — and do not — allow owners to infer about food reactions.

A piece on probabilistic reasoning in canine genetics and the limits of prediction, aimed at helping readers distinguish risk from certainty.

An essay exploring what happens when generative AI dramatically reduces the effort required to produce options while increasing the cognitive burden of evaluating, choosing and committing to them.

A comparative experiment using the same prompts across multiple language models, examining differences in reasoning style, framing, structure and assumptions and what those differences mean for users.

My broader writing and podcast work on AI through a behavioural lens, focusing on how people think, work, decide and collaborate with AI.

Website copy for my behavioural strategy practice, designed to explain an abstract consulting offer in concrete terms. The site moves from the core problem through services, working approach and examples, using concise language and progressive disclosure to help prospective clients quickly work out whether the offer is relevant to them.

Copy and information architecture for the international English-language site for the breed. The challenge was to make specialist information accessible to an international audience while supporting different visitor needs, from breed history and standards to breeding guidance, hunting trials and finding a dog.