About us

Bringing psychology to the heart of businesses.

As a team of  behavioural science experts - our specialists have backgrounds in consumer and business psychology, neuroscience, customer experience and strategic consulting.

Meet the team

  • Dr Simon Moore

    Chief Psychologist & CEO

    Simon is a doctor of Psychophysiological Psychology and a Chartered Psychologist with the BPS. He loves helping clients look at their problems through a psychological lens to enhance their strategy and improve ROI. Simon is a trained animal behavioural psychologist, having worked in conservation with both dolphins and primates.

  • Katharina Wittgens

    Managing Director

    Katharina has a Masters in Business Psychology and has led the diverse team of psychologists and strategists for the last 8 years at IB. She has helped businesses, big and small to integrate human understanding into all aspects of their operations - from marketing, comms, and growth to operations, people engagement, and strategy. Katharina loves to be by the ocean.

  • Magdalena Hoff

    Director of Consumer Psychology

    Lena has a Masters degree in social psychology and 9 years experience in applied psychology. Her passion is revealing which subconscious attitudes and emotions drive people’s behaviour and decision-making. She is also a trained wedding officiant and marries people on the occasional weekend.

  • Jodie Armstrong-Downes

    Strategy Director

    Jodie has over 15 years’ experience in applying insights to drive business growth. Having trained 100s of marketeers in human centred design and customer journey mapping, Jodie believes psychology is the secret ingredient to customer led transformation & service design. Jodie is a dual resident of New Zealand and the UK and loves to take forest walks in the rain.

  • Dr Wilf Nelson

    Senior Business Psychologist and Data Scientist

    Wilf is a doctor of Experimental Psychology and Cognitive Neuroscience and a Chartered Psychologist with the BPS. He is interested in new theories of Psychology and how data can better predict behaviour. Wilf loves to paint and you can see his masterpieces in the background of Zoom calls.

  • Victoria Horley

    Business Psychologist

    Victoria has a Masters degree in Psychology Research focusing on Cognitive Neuroscience and Neuropsychology. She works across both our CX and EX offering, and applies her understanding of psychology to help businesses increase engagement with both their customers and employees to drive better performance. She is also a qualified Performance Coach and spends her weekends obsessing about F1.

  • Ifan Batey

    Business Psychologist

    Ifan has a Masters degree in social psychology and comes from a research and insights media agency background. He is interested in the social and neurophysiological mechanisms behind decision making. Ifan likes the idea of playing tennis, but not the reality.

  • Sue Payne

    Head of Operational Strategy

    Sue has a degree in Statistics & Economics. Her career has spanned both client-side ,CMO at Axa Direct Protection, and agency-side where she held the position COO. Throughout her career she has seen the impact that a genuine understanding of human behaviour can have on the growth of a business, its employees and its customers.

    In her spare time she enjoys her Peloton, walking her two dogs and embracing new experiences.

  • Paul Padmore

    Head Of Customer Engagement

    Paul is fascinated by psychology and the amazing transformative impact psychology plays in understanding how we can powerfully serve our customers when we understand their true motivational needs. He has 10 plus years’ experience working in digital advertising - working for and with some of the biggest publishers, tech providers and brands.

    Paul prides himself on developing partnerships with clients and building everlasting relationships.

Built on strong values

We’ve made it our mission to develop innovative tools and techniques that create breakthrough solutions.

Innovative

We interrogate conventions. Our questions always seek out a fresh perspective. This is in our DNA.

Curious

We believe that partnership and collaboration are critical to success - within our teams and our client relationships.

Collaborative

As psychologists, we take our responsibilities to each other seriously. We aim to leave a positive impact on the world.

Caring

We are inspired every day by human psychology, and see it as our job to question and inspire new thinking in others.

Inspiring

  • 10 years ago -we set up as Innovationbubble with a goal. Help businesses to understand the ‘Why’ behind their consumer and employee behaviour.

    Businesses were sifting through mountains of data and analysis which led to more assumptions.

  • We recognised that there was a missing skillset in the industry. That missing link was specialising in human behaviour.

  • Our combined specialism of business psychology, brand and strategy, supported by our innovative tools, gave us a unique perspective on human behaviour that provided real value to businesses.

Fast forward to today - we have taken time to realign, ensuring we are always working with brands to add value.

We continue to push boundaries, ask questions and provide answers to the ‘Why’ - working with businesses to truly understand and put human insights at the core of all strategy.

Now part of the Mission Group -a collective of specialist agencies - we have a common goal - helping clients thrive.

We work as an independent - but have access to a network of agencies (1,000+ people across 29 locations) to provide brands with a holistic approach to strategy.

We are IB

Expert psychologists who unpack human complexities to provide the type of clarity that drives better strategic decisions.

Interested?

We would love to chat.