Meet the Core Team

A blended team with a background in strategy, marketing, market research and behavioral science.

Elys Roberts

Founder & CEO

Marie Hollowell

Chief Operating Officer

Vanja Dragutinovic

Head of Business Operations

Jim Sharp

Head of Product Engineering

Robert Sable III

Director, Rare Disease

David Scowcroft

Research Principal

Kari Terzino

Research Principal

Jason Martuscello

Business Strategist

Brian O'Hara

VP of Business Development

Nicole DelBuono

Technical Project Manager

Shlomit Jacobson

Behavioral Analytics Lead

Derek Elliott

B-Sci Director

Kendall Park

Sr. B-Sci Manager

Seth Kallman

Senior Research Manager

Elina Konstantinidou

Sr. B-Sci Associate

Karuna Banerjee

Sr. B-Sci Associate

Rob McLarnon

Research Director

Paige Shomsky-Barker

Sr. Operations Manager

Cyndhia Varshni

Research Manager

Shounak Bose

Research Manager

Trisha Nagpal

B-Sci Associate

Anushka Bhansali

B-Sci Associate

Shelby Walia

B-Sci Associate

Luke McWherter

Operations Associate

Luka Dragutinovic

Compliance Associate

Rex Chng

Operations Associate

Sebastián Melchor

Graphics and Animation

Steve Kretschmer


BEESY’s Advisory Board

Jeff Inman

Jeff is an authoritative expert in shopper marketing and in-store decision-making. He has over 50 journal publications across a variety of journals.

Cait Lamberton

Cait is the Alberto I. Duran Presidential Distinguished Professor of Marketing at the Wharton School of Business at University of Pennsylvania.

Rishi Varma

Rishi has over 25 years experience working in the pharmaceutical and biotech industries, and was the founder and CEO of AlphaDetail, Inc.

David Berman

David Berman is a strategic leader who has a wealth of experience in healthcare, with over 35 years of experience in the pharmaceutical industry.

Rob Sederman

Co-Founder and CEO at Ambit Inc. who provides services to healthcare providers to make connections to sponsored testing, diagnostic counseling, clinical trials, and more.

Steve Schlesinger

Steve has been in the marketing research industry for over 35 years and leads Schlesinger Group as the world’s leading data collection company.

BEESY’s Academic Partners

Our extensive academic network has been selected both for their areas of behavioral science and marketing expertise, and for their applied aptitude and experience.

Andrew Stephen

Andrew is globally recognized expert in digital media and online social influence. He is also a member of the BEESY Advisory Board.

Syon Bhanot

Syon has a strong expertise in understanding decision-making with a focus on patient adherence, financial services and pro-social decisions.

Rajesh Bhargave

Rajesh specializes in contextual influences on consumer decisions with an additional focus on online/digital decision-making.

Amitav Chakravarti

Amitav’s expertise spans the customer decision-making journey from pre-choice to consideration sets, all the way to environmental influences on behavior.

Kristina Durante

Kristina spent nearly a decade as an entertainment marketing executive in NYC and Los Angeles before becoming an Associate Professor of Marketing at Rutgers Business School.

Ryan Hamilton

Ryan’s research looks at how various branding, pricing, and retailing strategies affect the psychology of customer decision-making.

Kelly L. Haws

Kelly is the Anne Marie and Thomas B. Walker, Jr. Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. Her research focuses on consumer behavior.

P. K. Kannan

P. K. melds expertise in behavioral data/modeling and behavioral science, particularly in online path-to-purchase, digital marketing (including attribution models) and pricing.

Juliano Laran

Juliano is an expert in non-conscious vs. conscious decision-making with a tremendous amount of applied experience having previously worked in direct marketing and managed a market research agency.

Stephanie Noble

Stephanie is a shopper marketing expert with a particular focus on path-to-purchase and customer experience in bricks-and-mortar retail, especially grocery.

Rebecca Reczek

Rebecca’s expertise is with consumer perceptual and inference processes “pre-decision-making” with an additional focus in pricing and promotions.

Manoj Thomas

Manoj brings tremendous CPG experience and a strong expertise with behavioral segmentation and behavioral pricing.

Jared Watson

Jared has a mix of industry and academic experience. He specializes in online/digital influences on consumer judgement and decision-making.


BEESY supports Oxfam’s efforts to tackle the root causes of poverty and create lasting solutions.

Oxfam is a global organization working to end the injustice of poverty. They help people build better futures for themselves, hold the powerful accountable, and save lives in disasters. They provide aid to countries recovering from disasters, support refugees fleeing from violence, and offer hope to communities as they rebuild.

Click today, help today


Join Our Newsletter


Copyright © 2024 BEESY Strategy. All rights reserved.

Elys Roberts, Founder & CEO

A vision for behavioral science to transform and elevate the consumer insights industry to a position where it plays an indispensable role in commercial decision-making was the catalyst for Elys to found BEESY. He believes that this can only be achieved by demonstrating real commercial impact via the practical application of deep behavioral science expertise.

Elys comes with 20 years of experience in the biopharma industry – on the client and agency sides, including sales & marketing, consumer insights and behavioral science.

Most recently as CEO of Marketing Practices at Ipsos, Elys led a team of 600 consumer insights, social media, and brand consulting professionals working across multiple sectors including healthcare, automotive CPG, energy, financial services, restaurant and retail, and technology and telecom. He also founded the Ipsos North America Behavioral Science Center, and established partnerships with academic institutions such as the Yale Center for Consumer Insights.

Elys holds a First Class Honors degree (equivalent of summa cum laude) in History from the University of Manchester, speaks regularly at industry conferences, is the Treasurer of the North American Foundation for the University of Manchester, and held prior advisory board positions at MRII, Pharmaceutical Executive and PMRC.

Elys enjoys traveling with his wife and their two young kids and discovering new vegetarian restaurants in New York. Soccer is a huge passion and he does not let a steady stream of injuries (old age?) prevent him from playing in two leagues, including the New Jersey Premier League.

Marie Hollowell, Chief Operating Officer

Having spent the majority of her career in healthcare market research, Marie Hollowell knows the challenge and unquestionable reward of creating strong client relationships. In most cases, this strength hinges on the quality and efficiency of people and process. As a seasoned leader in operational management, engagement strategy, and employee cultivation, Marie is laser focused on scaling BEESY’s already exceptional infrastructure to keep pace with the needs and expectations of its rapidly growing client base.

Marie holds a Master’s Degree from Columbia University Teachers College and a Juris Doctorate from the Penn State Dickinson School of Law. Most recently, she served as the Vice President of Corporate Healthcare & Product Commercialization at the Gerson Lehrman Group where she managed an extensive team of project management and sales professionals dedicated to the pharmaceutical and medical device/diagnostics/technology industries. Simultaneously, Marie led coordination with operational groups to ensure client needs were accurately and effectively integrated into innovation strategies and various internal workflows. She also served as a DE&I leader, acting as one of the heads of the Black, African, Caribbean+ Network.

Marie is passionate about professional mentorship. She is a wife, mother, avid reader, and cook. She loves art, science-fiction, and a good board game!

Vanja Dragutinovic, Head of Business Operations

Vanja brings over 20 years of operational experience in the consulting industry.

Her most recent role was with C1 Consulting, a life sciences strategy consulting firm, where she was responsible for establishing the company’s policies and best practices and ensuring the performance and efficiency of all aspects of operations.

Originally from Serbia, Vanja received her education at the University of Belgrade. She is an avid reader, chocolate addict and has a slight obsession with dogs.

Jim Sharp, Head of Product Engineering

Jim brings over 20 years of software and data engineering experience from the pharmaceutical and medical care industries.

He led IT and software engineering practices in several small and medium-sized B2B organizations. He enhanced their software release predictability and adherence to budget through formalized software development lifecycles and implementation of best practice tools and approaches.

Jim holds an undergraduate degree in Computer Science from Thomas Edison State University. He is a combat veteran, a voracious consumer of audiobooks and podcasts, and competes regularly in endurances races including triathlons and ultramarathons.

Robert Sable III, Director, Rare Disease

Robert joins BEESY with 4+ years of Healthcare related experience, including stops at the medical device company Omnicell and the consulting firm Trinity Life Sciences.

Robert holds a Master of Behavioral and Decision Sciences degree from the University of Pennsylvania. He took an applied approach to his education and worked on behavioral design projects alongside the Colorado Department of Public Health, Irrational Labs, Center for Advanced Hindsight, and Final Mile consulting. He also holds a Bachelor of Science in Business Administration from the University of Pittsburgh.

Robert enjoys leading an active lifestyle filled with baseball, golf, basketball, hiking, and attending live music. Stemming from his time as a student sports broadcaster, he is an avid supporter of University of Pittsburgh sports. Robert also loves reading and staying abreast of the most up-to-date behavioral science research.

David Scowcroft, Research Principal

David has been involved in the market research industry for almost thirty years. For the past fifteen years he has specialized in the biopharma sector. Over his career, he has worked for small start-up agencies, large established agencies as well as pharmaceutical companies.

Most recently, David was a Senior Vice President with Ipsos Healthcare where he was responsible for methods and the commercialization of market research methods. Prior to Ipsos, David built and led the quantitative division of in-sync.

David has successfully led several client-focused teams of various sizes over his career and has also worked within advanced analytic functions. He is deeply proficient in more complex research design, analysis and interpretation such as choice modeling, segmentation, multi-agent models, and forecasting.

David holds an MA in Economics from Queen’s University in Kingston, Canada. His graduate studies specialized in econometrics, game theory, industrial organization and behavioral economics. He regularly speaks at conferences and other industry events, and held a prior advisory board position at MRII.

David enjoys camping, cycling, scuba diving (when possible) and trying to relive his youth by learning the drums.

Kari Terzino, Research Principal

Kari joins BEESY with over 14 years of experience working side by side with clients within the world’s biggest brands, including over 8 years in the life sciences industry.  She most recently served as a Director for BASIS Health, and previously was a Senior Qualitative Research Lead for ZS Associates. 

Kari’s dedication to uncovering deep insights has led to countless successful engagements and partnerships across project types and therapeutic areas.  Her focus on innovation, coupled with an especially deep understanding of oncology and qualitative research, will surely elevate the BEESY team!

Kari holds a Ph.D. and M.S. in social psychology and statistics from Iowa State University, and a B.A., summa cum laude, in psychological sciences from Purdue University.  She received several international research fellowships during her graduate school career, including one from the National Science Foundation, that enabled her to conduct master’s and dissertation research in Japan and the Netherlands.

Outside of work, Kari enjoys traveling across the world with friends, photography, and wine tasting (a super successful trip will combine all three!).  

Jason Martuscello, Business Strategist

At age 18, Jason lost 100 lbs. This personal transformation was the catalyst for his intense passion for behavioral science, particularly understanding and impacting behavioral change.

Prior to joining BEESY, Jason was Founder & CEO of Prospection Sciences, a boutique cognitive science consulting firm pioneering new methodologies to help clients better understand customer decision-making including anticipation, mental accounting, temporal discounting and psychological distance.

Jason previously spent 4 years consulting with Catalyst Behavioral Sciences working directly with leading behavioral economists, and social and cognitive psychologists applying rigorous methodologies across CPG, technology, retail and pharma.

Jason presents at top conferences and is a regular contributor with leading media outlets including Quirks, Insights Association, and Greenbook. Jason earned his MBA from the University of Florida and a MSc from the University of South Florida.

Jason enjoys staying current on the latest scientific publications, volunteering for WWCMA and conducting life experiments tasked at turning things he hates into habitual behaviors – such as long-distance running, yoga, exercise and not overeating peanut butter.

Brian O'Hara, VP of Business Development

Brian joins BEESY with 6+ years of experience in market research. Having worked with hundreds of relationships, Brian knows the value that insights play in driving commercial success and looks forward to growing the partnerships powered by BEESY.
He completed studies at Texas A&M University. Most recently, he served as Vice President of Account Management at GLG, where he led life science partnerships across biotech, pharma, medical device, diagnostics, and other health tech companies.
Brian is passionate about endurance events, participating in triathlons, ultramarathons, and other disciplines. He is actively engaged in the Multiple Sclerosis non-profit space, having fundraised and participated in outreach programs such as the National Multiple Sclerosis Society and MS Run the US.

Nicole DelBuono, Technical Project Manager

Nicole brings over 20 years of experience in leadership, operational, and technology project management within in the pharmaceutical, and healthcare industries.

Her most recent role was with the Department of Health and Human Services with the state of California. She served as the Technical Project Manager for the state’s Behavioral Health Continuum Infrastructure Program. She was responsible for the oversight of all aspects of project technology initiatives and software delivery.

Her ability to translate strategy to actionable initiatives to drive overall organizational achievements in highly competitive environments, has enabled her to lead highly functioning teams while producing quality work at the highest level of service.

She will leverage her innovative technology solutions and communication in support of BEESY project initiatives.

Nicole’s education is in Public Health, and is a Board Certified Crisis Counselor and Mental Health Coach. She is also certified in Rapid Psychological First Aid Intervention. She has served in various capacities in her community to ensure behavioral stability and wellness.

Originally from Philadelphia, Nicole is an avid long-distance runner, lover of coffee and books, has an insatiable desire for music, and perhaps far too many rock band T-shirts as a result. She is an aspiring author, and a devoted mom to five amazing children.

Shlomit Jacobson, Business Strategist

Shlomit is a creative research strategist who facilitates innovative projects from inception to successful completion.

A strategic thinker, Shlomit understands the drivers underlying human behavior and decision making. She holds Bachelor’s degrees in psychology and communications, a Master’s in psychobiology, and a PhD in Neurobiology and Ethology with a specialization in Behavioral Neuroscience.

Following her PhD, Shlomit moved from Israel to Canada to continue her innovative research at the Institute of Neuroscience at Carleton University in Ottawa. With a focus on the short- and long-term effects of stress on behavior and the brain, her research was published in prestigious peer-reviewed journals. She later completed an MBA focusing on Behavioral Economics.

Immediately prior to BEESY, Shlomit led the research program at the Canadian Institute of Actuaries, where she facilitated the completion of 80+ projects within four years.

In her free time, Shlomit enjoys traveling the world with her husband and two daughters, sampling international street foods, and trying to re-create the tastes in her own kitchen. She also enjoys swimming, reading, and spending time with family and friends.

Derek Elliott, B-Sci Director

Derek is an expert in qualitative research analysis with a strong focus on what impacts consumer decision-making. Drawing on his background in marketing, psychology, and communications, he has been trained to look below the surface for behavioral drivers and barriers. With his help, BEESY Strategy has helped clients detect unforeseen problems and reframe existing ones for better, more effective interventions.

Derek brings more than 4+ years of healthcare-related experience, and his most recent contributions have been in the pharmaceutical industry. He is highly skilled at researching the relevant academic literature, converting theoretical ideas into concrete solutions.

Holding a PhD from Duquesne University, he chose to specialize in action theory and philosophy of psychology. Availing himself of research in evolutionary and social psychology, his work focused primarily on the relationship between reasons, behavior, and decision-making. He also holds a BS in Business Administration with specialization in Technology Management.

Kendall Park, Sr. B-Sci Manager

Kendall is a researcher, consultant, and strategist with 10+ years of experience conducting social science research with meaningful business impact. She holds a PhD in Sociology from Princeton University and a Bachelors degree in Neuroscience and Psychology from Vanderbilt University. She is an expert in mixed methods research with experience in a wide range of methodologies.

Most recently, Kendall served as an Assistant Professor of Management at Vanderbilt University’s Owen Graduate School of Management. Alongside her research, she has consulted for firms across industries, leveraging behavioral science to drive marketing and strategy. She regularly speaks at conferences and publishes her research in both peer-reviewed and practitioner journals.

In her free time, Kendall enjoys cooking with her partner, exploring new restaurants, learning to play piano, and chasing her son around Prospect Park.

Seth Kallman, Senior Research Manager

Seth has worked in quantitative healthcare market research for 6+ years, including client leadership positions at IntelliSurvey and Gerson Lehrman Group. Prior to this, Seth received a PhD in Psychology from Columbia University, where he was a National Science Foundation Fellow. He also holds a BS of Brain and Cognitive Sciences from the University of Rochester, and he was a research trainee in Neuroscience at the NIMH and UMDNJ. He is excited about behavioral science and is looking forward to applying these tools to improve patient outcomes.


Outside of work, he enjoys relaxing in the park with his wife and son, as well as attending live sports, music, and comedy shows. He is a Yankees and Jets fan, environmental volunteer, and has a cat, Marbles.

Elina Konstantinidou, Sr. B-Sci Associate

Elina joins BEESY with a background in applied neuroscience and behavioral science research in the CPG, pharmaceutical, and financial industries. She is passionate about understanding what drives human behavior and is always on the lookout for new experimental tools and methodologies.

Elina received her Bachelor’s with a double major in Neuroscience & Behavior and Economics from Columbia University. Her research on behavioral neuroeconomics and social neuroscience played a significant role in inspiring her to pursue a career in behavioral science. She continued her education at the University of Pennsylvania, receiving her Master’s of Behavioral and Decision Sciences prior to joining BEESY Strategy.

Originally from Thessaloniki, Greece, Elina enjoys exploring new places, learning languages, volunteering, and sailing.

Karuna Banerjee, Sr. B-Sci Associate

Karuna holds a Master of Behavioral and Decision Sciences from the University of Pennsylvania.

Prior to that she worked in the public health vertical at a behavioral science non-profit based in India. Her focus was on using behavioral science to increase the demand for health services and programs among low-income communities. Some of the challenges she has worked on include improving uptake of the Human Papillomavirus (HPV) vaccine and adherence to iron supplementation programs.

In her free time, she enjoys listening to podcasts, watching true crime documentaries, and attending live music events. She’s obsessed with tennis and cats, and combined those obsessions by adopting a cat during the pandemic who she named Rafa.

Rob McLarnon, Research Director

Rob McLarnon joins BEESY with 6+ years of market research and strategy experience delivering data-backed insights to a diverse array of stakeholders to inform strategic decisions, most recently in the pharmaceutical industry. His focus has been on advanced statistical methodologies but takes a holistic approach which uncovers not just what the data says is the right solution, but why that is the case and how best to communicate that.

Rob holds a BS with a double major in Chemical & Biomolecular Engineering and Philosophy from Johns Hopkins University, where he decided to pivot from working in a lab to utilizing his analytic mindset to answer questions spanning global markets.

In his free time, Rob enjoys reading, cooking, live music, and video games. He is particularly fond of hobbies involving math, notably Dungeons & Dragons and Fantasy Football.

Paige Shomsky-Barker, Sr. Operations Manager

Paige started working in market research at the humble age of 17 in her first role as a customer service representative for a qualitative fieldwork agency. Paige has since developed a passion for market research and has pursued a successful career in market research analysis and project management.

Her professional experience, combined with her academic background in social science from the University of Toronto, has afforded Paige the ability to challenge traditional research practices, and to embrace newer, more creative solutions. For this reason, Paige is a dedicated member of the BEESY team.

Upon finishing her master’s degree in Marketing at the Schulich School of Business, Paige was promoted to Project Coordinator at CRC Research, where she acquired a strong business acumen and comfortability working on pharmaceutical market research projects. She has a proven track record for meeting and exceeding client expectations, while making the workplace a little more enjoyable for all. Paige is committed to the BEESY vision and is excited to witness the eventual mass adoption of behavioral science principles in pharmaceutical market research.

In her spare time, Paige enjoys several hobbies, including crocheting, working out, playing tennis, going fishing with her family, and playing Fortnite with her friends. She loves spending time with her chihuahua, Ella, and playing hide and seek with her fish, James.

Cyndhia Varshni, Research Manager

Cyndhia’s passion for psychology & behavioral sciences was ignited at the age of 15 by Carl Jung’s Red Book. Her fascination for psychology led her to explore the potential of applying behavioral science to market research, believing it could be the driving force behind the industry’s next breakthrough.

As an interdisciplinary professional, she comes with extensive experience in strategy consulting and product management. During her 4 years of professional experience, she has effectively collaborated with both startups and Fortune 100 companies, facilitating successful product launches and executing strategic customer targeting.

Cyndhia holds a summa cum laude in Biomedical Engineering from Cornell University and has previously held leadership positions as the Vice President of the Biomedical Engineering Society.

Outside of work, Cyndhia finds creative expression through music. She also enjoys traveling and exploring diverse cuisines, as she embraces the cultural richness and culinary delights that the world has to offer. With a perfect blend of expertise, curiosity, and zest for life, Cyndhia continues to make an impact in her industry and beyond.

Shounak Bose, Research Manager

Shounak joins BEESY with 3+ years of experience in market research and healthcare, most recently at Trinity Life Sciences where he focused on product planning and global strategies for medical device companies. A biomedical engineer by training, he is fascinated by how different stakeholders perceive and interact with medical technologies, and seeks to use behavioral science principles to make healthcare more comfortable and accessible for all.

Shounak is an avid traveler and enjoys exploring new countries, cultures, and cuisines. Originally from the Boston area, he is a passionate supporter of his hometown sports teams and loves attending games.

Shounak holds a BS and MS in Biomedical Engineering from Case Western Reserve University and Tufts University respectively.

Trisha Nagpal, B-Sci Associate

Trisha brings her expertise as a Behavioral Science and Strategy Consultant, having worked extensively with Fortune 100 clients in global cross-functional teams within the Financial Service, Technology, and Retail industries.

Her journey into the world of behavioral science began during high school when she discovered Freakonomics, sparking a passion for leveraging behavioral insights to address complex social problems. Trying to put theory into practice, she founded a student-led Behavioral Insights team at University while pursuing her Bachelor’s in Sociology and Anthropology in India.
Trisha’s commitment to uncovering insights through quantitative and qualitative research continued at Fractal AI, where she served as a Behavioral Science Consultant at the intersection of behavioral science, data science, and design.

Armed with a Master’s in Behavioral and Decision Science from the University of Pennsylvania, Trisha is excited to apply her results-oriented approach and interdisciplinary methodologies to generate insights in the Healthcare and Pharmaceutical industry at BEESY.

Outside of her professional pursuits, Trisha enjoys hiking, snorkeling, and spending quality time with her dog, Chintu.

Anushka Bhansali, B-Sci Associate

Anushka combines human-centered design and behavioral insights to tackle complex business challenges. With a foundation in Behavioral and Decision Sciences from the University of Pennsylvania, she has developed frameworks to scale Behavioral Science solutions, created intuitive user journey visualizations, and automated processes for enhanced efficiency.

Before her time at Penn, Anushka excelled in data storytelling, managed large-scale behavior change campaigns, and improved workforce inclusion through innovative research. As a strategist, her contributions have consistently transformed complex problems into actionable insights, fostering data-driven decisions across sectors.

In addition to translating insights into actions, Anushka is a scuba diver and avid traveler.

Shelby Walia, B-Sci Associate

Shelby comes to BEESY with experience working in the healthcare space and with a passion for applying behavioral science to create impactful strategies.


Shelby holds a Bachelor of Science in Neuroscience and Behavioral Biology, with a second major in French Studies from Emory University. Taking classes across a variety of disciplines allowed her to discover her interest in understanding why people do what they do.


She gained experience working in the healthcare revenue cycle management industry, which helped her develop a strong understanding of the different stakeholders in the healthcare system. Shelby decided to pursue her interest in behavioral science further and received her Masters in Behavioral and Decision Sciences from the University of Pennsylvania. She gained hands-on experience applying behavioral science to design meaningful solutions across a variety of sectors and is excited to continue to harness behavioral science at BEESY.



Shelby enjoys swimming and spending time outdoors (in the summer). She also loves to spend time reading and particularly enjoys reading biographies and autobiographies.

Luke McWherter, Operations Associate

Luke comes to BEESY after graduating from the University of Cincinnati. At UC Luke studied Marketing through the Circle of Excellence Business Honors Program. He has just under a year of market research experience after working as a project management intern with Ipsos UU. Luke thoroughly enjoys a challenge and has found that his natural curiosity has led him to learn in grow in behavioral science.

Luke was born and raised in Columbus, Ohio and has resided in Cincinnati for the last three years while completing his degree. In his free time Luke enjoys being active whether it is working out, golfing, or playing tennis. He also enjoys discovering new books, spending time with friends, and exploring Cincinnati.

Luka Dragutinovic, Compliance Associate

Luka joins BEESY with several years of market research and pharma compliance experience. Most recently, he was the marketing officer at Flumen, a digital marketing agency focused on synthesizing behavioral economics with social proofing principles to drive Web3 brand recognition.

His academic background in social science from Brandeis University helped him start a colocation software hosting company in response to the advent of new gamification strategies driving global brand management. He arrives at BEESY with a deep understanding of cross-functional collaboration and a desire to further the implementation of behavioral science principles across global markets.

Luka considers himself a global citizen and has lived in several countries, most recently in the Dominican Republic. Apart from spending time with his wife and cats, he enjoys progressive music, esports, and independent game development.

Rex Chng, Operations Associate

Rex is an experienced program manager and behavioral science researcher whose expertise lies in the convergence of UX research, operations, and behavioral science. With a profound interest in unraveling the factors influencing decision-making and the fundamental motivations steering human behavior, Rex’s primary aim is to apply this knowledge towards proposing well-informed solutions geared towards fostering positive behavioral changes.

Throughout his career, Rex has actively engaged in various projects leveraging his understanding of behavioral psychology. A notable example is his pivotal role in initiating the Digital Identity verification program at Amazon Web Services, starting from its infancy during the pilot phase. The program’s core objective was to validate employees’ identities, thereby fortifying customer privacy and maintaining the integrity of their data. Furthermore, Rex contributed to the Real Appeal diabetic weight management program at Rally Health, applying principles of behavioral psychology to aid individuals in adopting healthier habits and reducing their susceptibility to diabetes. Finally, during his tenure at Wayfair, Rex served as a program manager in research operations, where he focused on enabling research, scaling research endeavors within the organization, and spearheading various related initiatives. 

Through a fusion of his proficiency in behavioral science and his dedication to user experience research and operations, Rex aspires to contribute significantly to the development of seamless and inclusive products and services that authentically address people’s needs and preferences.

Sebastián Melchor, Graphics and Animation

Sebastián Melchor is BEESY’s graphic designer. He attended the National University of Rosario and graduated with honors in Graphic Design and Visual Communication from General San Martin University.

Shortly after finishing his studies, Sebastián worked at his hometown newspaper, Diario La Capital, for more than 20 years, eventually leading the Infographics department. In addition to his position within the Journal, he has worked with numerous prestigious marketing and design agencies around the world.


Sebastián’s extensive experience in the infographic field has led to a profound understanding of content treatment, both textual and visual, and its application in different forms of media. 

Always seeking to obtain new knowledge, he has specialized in animation, 3D development, illustration, and editorial design. Fascinated by the intersection of art and technology, Sebastián is currently studying the use of AI application in graphic and artistic environments.

An athlete by nature, Sebastián takes every advantage of opportunities to engage in physical activities. A scuba diving lover and instructor for many years, as well as a rock climber, Sebastián enjoys exploring both the depths and heights of the world. He has made numerous expeditions across several continents. Exploring the Andes in South America is one of his main pastimes. Besides these adventures, Sebastián enjoys traveling, discovering new destinations and cultures, or simply enjoying life.

Steve Kretschmer

Steve is the Managing Director of the Surgo Foundation, with a focus on helping NGOs enhance behavioral change programs via the effective use of behavioral science. He has over 20 years of multi-disciplinary experience leading and innovating in Pharmaceutical and Public Health market research. He led the development of the CUE Behavior Model, a comprehensive model for understanding drivers of behavior. He has unique analytics abilities to identify ‘the heart of the matter’ and frame issues for decision making, coupled with expertise in holistic market research design, analytics and operations solutions. His experience spans the major markets and emerging markets, and across therapeutic areas.

Previously he was Senior Director of International Development Research for Ipsos, and leader of Healthcare Market Research for Central Eastern Europe, Middle East & Africa. He held prior roles as Vice President, Account Development, Vice President, Operations and Vice President, Research Services at TNS.

Jeff Inman

Jeff is the Albert Wesley Frey Professor of Marketing and Associate Dean of Research and Faculty at the Katz Graduate School of Business at the University of Pittsburgh. He is currently Editor-in- Chief of the Journal of Consumer Research. He is also Past-President of the Society for Consumer Psychology, on the Board of Directors for the American Marketing Association, and a former President of the Association for Consumer Research.

His research focuses on consumer-relevant issues such as in-store choice, response to promotions, and the influence of technology on consumer behavior. He has over 50 journal publications across a variety of journals, including the Journal of Consumer Research, the Journal of Marketing Research, Marketing Science, and the Journal of Marketing. He has won the MSI/H. Paul Root, which is awarded to a Journal of Marketing article based on its contribution to the advancement of the practice of marketing.

Cait Lamberton

Cait is the Alberto I. Duran Presidential Distinguished Professor of Marketing at the Wharton School of Business at University of Pennsylvania. She is an expert in consumer behavior, with an emphasis on CPG, financial and medical decision making. Further, Cait has developed numerous executive programs focused on the application of behavioral science principles to specific business problems, equipping business leaders with a systematic approach to analysis and behavioral design.

In addition to being named a young scholar by the Marketing Science Institute and receiving the Association for Consumer Research’s Early Career Contribution Award, Cait received the American Marketing Association’s Erin Anderson Award for an emerging female leader and scholar, was named a top-40-under-40 business school professor, and was an affiliated researcher with the White House’s Social and Behavioral Sciences team under the Obama administration. She has been retained as a consultant by numerous major financial services companies as well as the US Departments of Labor and Education, and was co-editor of both the Cambridge Handbook of Consumer Psychology and “Mapping out Marketing: Lessons from the Ivory Trenches,” a compendium of practical marketing advice from the world’s top scholars.

Rishi Varma

President, Rishi Varma Consulting
Founder & Former CEO, AlphaDetail Inc.

Rishi has over 25 years experience working in the pharmaceutical and biotech industries, and was the founder and CEO of AlphaDetail, Inc. a leading provider of primary market research services and technology.

During his years at AlphaDetail, Rishi led and grew the company, and personally conducted hundreds of marketing research studies – U.S. and global — for a diverse array of pharmaceutical, biotech and medical device clients. He has experience across a wide array of therapeutic areas, from highly niche specialty areas to broad generalized therapies. He has conducted research with numerous patient, physician and other healthcare provider segments.

Rishi was instrumental in advancing AlphaDetail’s marketing research analytical techniques, and has significant expertise in conjoint analysis, market assessment, product profile testing, ATU studies, strategic segmentations, and patient journey studies.

Prior to AlphaDetail, as a senior engagement manager for Strategic Decisions Group (SDG), Rishi helped top tier pharmaceutical companies in strategy development and process design throughout the R&D and marketing value chain. He was also selected by SDG to lead the development of its biotech practice.

Rishi holds a B.S. in industrial engineering and a MS in decision analysis from Stanford University. He lives in San Francisco, CA with his husband and two kids, serves on the Board of Trustees at Children’s Day School, walks five miles a day, and is trying to learn to cook five vegetarian meals that his whole family would enjoy (he needs help!).

David Berman

A Strategic Leader driving business success through a vast knowledge of the healthcare ecosystem and extensive experience applying it.

David Berman has a wealth of experience in healthcare with over 35 years of experience in the pharmaceutical industry. Currently he is on the Strategic Advisory Board for Health Delivery at the Bill and Melinda Gates Foundation as well as holding advisory positions for Intellus as well as many start-ups and established companies. David most recently was Associate Vice President of Global Commercial Capabilities at Merck where he led a team of over 200 professionals spanning such functions as Global and US Market Research, Global and US Advanced Analytics, Forecasting, Digital Content, Launch Planning and Marketing Operations. David drove strategic decisions for BD opportunities, early commercial brand development, product launches, life-cycle management, and pricing, payer and affordability as a member of the Merck Human Health Leadership Team as well as on the Merck Patient Council.

Prior to joining Merck, David spent 3 years at J&J as Director of Market Research for Virology products. For 10 years before this David owned and operated The Mercury Group, a start-up qualitative market research company focusing on the pharmaceutical industry. David has also worked at Sanofi as well as Bristol Myers Squibb. His experiences span across a range of disciplines, including R&D, Clinical Research, Marketing, Market Research, Business Development as well as Global Management.

David received a BA degree in Microbiology and an MBA in Pharmaceutical Management.

Rob Sederman

Co-Founder and CEO at Ambit Inc.

Ambit aims to provide a comprehensive, integrated solution that will allow patients, caregivers, patient advocacy groups, providers, and drug developers to better navigate the inherent challenges of managing a rare disease, starting with accurate diagnosis.

Ambit provides services to healthcare providers to make connections to sponsored testing, diagnostic counseling, clinical trials, and approved medications as well as data, analytics, and testing services to support patient identification and diagnosis for clinical trials and approved medications.

Ambit also partners with Patient Advocacy Groups to provide services and make connections for patients.

Steve Schlesinger

CEO, Schlesinger Group

Steve has been in the marketing research industry for over 35 years, starting his career as a project manager and then working his way up to lead Schlesinger Group for the past 25 years. As a leader within his company, Steve has created the strategy and vision for Schlesinger Group as the world’s leading data collection company.

He served for 8 years on the board of the then Marketing Research Association, finishing his tenure as the Secretary of the Board. He is a founding member of the Insights Association CEO Summit and continues his involvement, co-chairing the events. Steve is also founding member and chair of the Marketing Research Education Foundation.

Steve is an active member of Insights Association, AMA, ESOMAR & PMRG. He was presented the MRA (Insights Association) Honorary Lifetime Member award in 2015, in recognition of a commitment of outstanding individual service to the Association and the marketing research profession.

Steve serves on the board of directors of Inspire.com, the board of directors of HR Acuity, the advisory board of Brrrn, the advisory board of The University of Vermont Foundation and the Advisory Board of Michigan State University Master of Science in Marketing Research Program. He previously served on the board of directors of The Overlook Foundation, Maplewood Country Club, Beth Hatikvah Synagogue, Bibo Barmaid and Free All Media.

Steve is a graduate of the University of Vermont with a Bachelor’s of Science in Biochemistry. His numerous passions include innovation and technology as well as tennis, golf and travel. He is married with two adult children and one grandchild.

Andrew Stephen

Andrew is the Associate Dean of Research and L’Oréal Professor of Marketing at the Saïd Business School at the University of Oxford. Andrew is one of the world’s leading academic marketing experts, with a particular emphasis on issues that lie at the intersection of marketing and technology, such as how, when, and why marketers should use new digital media channels. His research over the last decade has made significant contributions to our understandings of social media marketing and consumer behavior in digital markets.

He was recently recognized as one of the top marketing academics in the world (and #1 in the UK) by the American Marketing Association and in 2015 was named as one of the world’s top-40 business school professors under 40 by Poets and Quants. In addition, Andrew regularly blogs for Forbes.com’s CMO Network, is the author of a widely used textbook (Social Media Marketing: Principles and Strategies), and frequently works with senior executives and leaders in some of the world’s biggest marketing-driven companies.

Syon Bhanot

Syon is an Assistant Professor of Economics at Swarthmore College, studying behavioral and public economics. Syon obtained his PhD in Public Policy at the Harvard Kennedy School in 2015. In addition to his doctoral work, he completed an M.P.P. at the Harvard Kennedy School in 2009 and a B.A. in Public Policy and International Affairs at Princeton University in 2006.

His research focuses on designing, implementing, and evaluating field experiments that use behavioral concepts to influence decision making. Some of his most recent projects have focused on encouraging adherence to medication (for TB in Kenya and prenatal antimalarial drugs in Nigeria), motivating timely loan repayment, and encouraging prosocial decisions.

Rajesh Bhargave

Rajesh is Assistant Professor of Marketing at Imperial College Business School in the UK. He is a consumer psychology researcher, teaching consumer behavior, marketing for entrepreneurship, and strategic marketing. Rajesh’s current research program is focused on digitalization and technology.

Rajesh’s recent research has focused on digitalization and the use of technology among consumers. For instance, in his social context research, he has studied “online co-experience”—the sense that consumers are engaging with others online, and its implications for enjoyment of media.

In his judgment and decision-making research, Dr. Bhargave has studied the use of online tools, online customer reviews, and smartphones by consumers in various contexts, and the implications on their behaviors.

Amitav Chakravarti

Amitav Chakravarti is Professor of Marketing, at the Department of Management, London School of Economics and Political Science. Prior to LSE, he was an Associate Professor at the Stern School of Business, NYU. He has also served on the faculties of MIT, Cornell University, London Business School, University of California, Riverside, and ISB (Indian School of Business).

Amitav’s has received numerous awards for his research including the Google-WPP Marketing Research Award, the Marketing Science Institute (MSI) Young Scholar Award, and the ART (Advanced Research Techniques) Forum Best Paper Award.

He recently coauthored a book (with Manoj Thomas, Cornell University) titled, “GO & STOP Signals: Why Consumers (Don’t) Buy” (Palgrave Macmillan).

Kristina Durante

Kristina spent nearly a decade as an entertainment marketing executive in NYC and Los Angeles before becoming an Associate Professor of Marketing at Rutgers Business School.

She is an expert in evolutionary psychology and the historical forces that shape consumer decisions in the here-and-now. Her work has increased marketers and clients’ understanding of how biology influences consumer choices. Kristina’s research focuses on strategies of social influence and the consumer behavior of women and families bringing this niched expertise to BEESY clients.

Kristina’s work has been published in the leading academic journals in marketing, psychology, and biology. She routinely speaks on her research across the globe, including a recent TEDx talk. Her studies have been featured in USA Today, The Wall Street Journal, The New York Times, and The Chicago Tribune, as well as hundreds of other media outlets worldwide.

Ryan Hamilton

Kelly L. Haws

Kelly is the Anne Marie and Thomas B. Walker, Jr. Professor of Marketing at the Owen Graduate School of Management at Vanderbilt University. Her research focuses on consumer behavior and well-being particularly related to self-control, health, and food decision making. Specifically, she examines strategies designed to help consumers enhance their ability to make healthier food choices within complex and dynamic decision making environments as related to such variables as serving sizes, categorization, food labels and health claims, perceptions of healthiness, social influences, prices, satiation, and variety.

Kelly’s research has been covered by a wide range of media outlets. She was named a young scholar by the Marketing Science Institute and also received the Association for Consumer Research’s Early Career Contribution Award. Recently, she was selected as a part of the inaugural class of recognized leaders in the field of marketing through the Marketing Science Institute’s Scholar Program.

P. K. Kannan

P. K. is Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His current research focuses on digital marketing – online and mobile, attribution and marketing mix models, freemium models, and defining competitive market structure using online data.

He works on problems in this domain teaming up with for-profit and non-profit organizations. He has received several grants from National Science Foundation (NSF) and Mellon Foundation for such joint work with organizations. His research papers have been published in Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, International Journal of Research in Marketing, and Communications of the ACM.

His research has won numerous awards including the INFORMS Society of Marketing Science (ISMS) Practice Prize Award (2007), INFORMS John Little Best Paper Award (2008), and AMA/MSI Paul Root Award (2014, 2016). He is the Editor-in-Chief for International Journal of Research in Marketing. He has consulted for firms in different verticals spanning hospitality, online content publishers, consumer durables and analytics consultancy, mainly in the areas of online pricing, attribution, and mobile app engagement.

Sectors intimacy: durable goods, hospitality, software-as-service (particularly freemium models) and the publishing industry.

Juliano Laran

Juliano Laran’s research focuses on understanding non-conscious influences in consumer behavior and decision making, specifically regarding customer motivation and goals.

He has been ranked by the American Marketing Association as one of the most productive marketing researchers in the world every year since the ranking has become available. He has also won the Association for Consumer Research Early Career Award, the Journal of Consumer Research Ferber Award, and has been selected as a Marketing Science Institute Young Scholar. Juliano has worked for several years in consulting and marketing research, including projects on customer behavior and new business potential analysis.

Stephanie Noble

Stephanie is the Proffitt’s Professor of Marketing at the Haslam College of Business at the University of Tennessee. Her expertise is in survey design and field experiments and she has worked with many companies including: Hollywood Casino and Resorts, Laguna Tools, Viking Corporation, Food Lion, and Crossmark.

Her research focuses on retailer relevant issues such as the influence of retail atmospherics and in-store technology on consumer behavior. She has over 40 journal publications across a variety of journals, including the Journal of Marketing, MIT Sloan Management Review, and Harvard Business Review.

Stephanie’s work typically involves experimental design/field studies, in a diverse range of in-store issues including in-store online browsing, self-checkout, in-store kiosks and loyalty cards.

Rebecca Reczek

Rebecca is an Associate Professor at the Ohio State University Fisher school of Business. Current projects include online consumer behavior and consumer response to promotions. More broadly her research focuses on consumer behavior with specific emphasis on exploring consumer lay theories and inference making, self-perceptions, and ethical decision making.

Rebecca’s research has appeared in numerous national and international media outlets, including CNN, Harvard Business Review, NPR, Slate, and Details. Rebecca is a past recipient of the Early Career Award from the Society for Consumer Psychology, and in 2018 she was selected for the inaugural Marketing Science Institute Scholars Program, recognizing leading mid-career researchers in the field of marketing.

Manoj Thomas

Manoj Thomas is a professor at Cornell University, S.C Johnson School of Management. His research focuses on customer insight. He conducts experimental studies to unveil the nonconscious mental processes that influence customer behavior. Manoj has identified several interesting behavioral phenomena–such as the left-digit effect, the precision effect, and the credit card effect–that illustrate how heuristics and feelings influence customer decisions.

He recently coauthored a book (with Amitav Chakravarti, London School of Economics) titled, “GO & STOP Signals: Why Consumers (Don’t) Buy” (Palgrave Macmillan).

Jared Watson

Jared is currently Assistant Professor of Marketing at New York University Leonard N. Stern School of Business. He has over a decade of experience in sales and marketing, in both academia and industry which includes a successful stint as a CPG sales manager before transitioning to academia. Jared is committed to solving the problems marketers face by blending his unique insights from practice and theory.

Jared’s primary interest rests in marketing strategies in the ever-evolving digital domain. His research investigates how the presentation of information online influences consumer behavior. Beyond this, Jared has burgeoning streams of research investigating incentive effectiveness for consumers and employees where he explores the conditions whereby cash versus noncash incentives differentially influence engagement and effort.

In recent years, Jared has had the opportunity to work with companies large and small, from Fortune 500 to startups, consulting on their digital strategies and media campaigns. He loves synthesizing solutions with a combination of practical and theoretical knowledge, and gets most excited about the opportunity to see his recommended strategies implemented in the market.

Nicole Coleman

Nicole is an Associate Professor at the University of Pittsburgh Katz Graduate School of Business. Her area of expertise lies in the intersection between technology and emotional experiences. For example, she is examining why heavy social media users are less sensitive to others’ emotions, and the implications this desensitization has for front-line employee interactions. Her work focuses on consumer behavior with an emphasis on how emotions influence decision making, and how identities drive consumer choices.

Nicole’s research has appeared in multiple national and international media outlets, including NPR, Forbes, and CNN. She received the Journal of Consumer Research Ferber Award for her research and is an award-winning teacher for her classes on Consumer Psychology and Marketing Research.

Nicole is an expert in emotional experiences, as well as consumer identities, and how these influence the decision-making process.

Tevya Harley, Business Strategist

Tevya brings 12 years of strategy, behavioral science and business operations experience.

Her most recent position was with the Emory Clinic, as a Senior Manager for Business Development. There, Tevya led a cross-functional team of 12 colleagues to improve performance. Before that, she served as the Executive Director of Florida Mainstream.

Tevya received an MBA degree from Emory University, a Masters degree in Behavioral Economics from The Chicago School of Professional Psychology, and a Bachelor of Science degree in Business Administration, Finance and Operations, from The University of North Carolina, Wilmington. Her master’s thesis was on the effects of priming generosity as a means to increase online fundraising.

Originally from the mountains of western North Carolina, Tevya maintains her childhood hobbies of horseback riding and violin. She is also a ballroom dance enthusiast. She enjoys working with local non-profit organizations and uses her interest in behavioral science to help them achieve their goals.

Madison King, Research Analyst

Madison brings several years of experience applying market research with top CPG brands. Before joining BEESY, she spent over 2 years at PRS IN VIVO where she developed new research offerings to simplify methods and streamline client output.

Madison’s deep interest in behavioral science stems from a young age, where she grew up moving around the country, a total of 16 times.  Identifying patterns across the diversity of people and cultures in her travels inspired her fascination with behavioral sciences. She brings her deep curiosity for understanding behavior combined with exceptional skills in market research to help BEESY better serve clients.

Madison completed her undergraduate at Seton Hall University studying Marketing, Graphic, Interactive, and Advertise Design, Market Research, and IT. She is an active alumna and loves to attend Seton Hall Basketball games. In her off-time, she enjoys cooking and event planning for friends and family.

Alex Levine, Sr. Research Manager

Alex joins Beesy with 5 years of strategy, consumer insights, and market research experience.

Most recently, Alex served as the Manager of Demand Forecasting in North America for GfK. He advised manufacturer clients on how to leverage GfK data across a wide range of markets including the Consumer Electronics and Automotive industries. Prior to GfK, Alex spent several years producing and analyzing primary research for Cadent Consulting Group where he focused on the Consumer Packaged Goods and Healthcare industries.

Alex graduated from Amherst College with a Bachelor of Arts in Economics. While at Amherst, he played on the Men’s Basketball team and won the Division 3 NCAA National Championship in 2013. An avid sports fan and competitor, Alex brings many of the lessons he learned from sports to his professional career. He believes that clear communication, teamwork, efficiency and a no nonsense attitude are integral to achieving goals.

Alex enjoys living an active lifestyle and spending his free time biking through the city, playing golf and basketball, and trying new restaurants with friends and family.

Robert Hahn

Bob is a visiting Professor and former director of economics at the Smith School of Enterprise and the Environment, Oxford University; a senior fellow at the Georgetown University Center for Business and Public Policy; and a non-resident senior fellow at The Brookings Institution. He also is co-founder of The Behaviouralist and Signol, two companies that aim to promote social good by applying cutting-edge tools from behavioral economics.

Previously, he worked for the U.S. President’s Council of Economic Advisers and was the chief economist on the White House drafting team for the 1990 Clean Air Act Amendments. Bob also has served on the faculties of Harvard University and Carnegie Mellon University.

Robert Metcalfe

Robert is an Assistant Professor in Markets, Public Policy, and Law at the Questrom School of Business, Boston University. He was previously a Postdoctoral Research Scholar in Economics at the University of Chicago and is a visiting fellow at the University of Oxford’s Smith School. Rob’s research lies within applied microeconomics, with a focus on energy markets, transportation, firm and labor productivity, digital platforms, and regulation.

Rob’s research has been featured in the Harvard Business Review, The Wall Street Journal and the Financial Times, and has conducted research with many large organizations such as Uber, Virgin Atlantic Airlines, the YMCA, Opower-Oracle, British Gas, Sempra Energy, Bay Area Rapid Transit (BART) network, in addition the U.K. and U.S. national governments and many start-ups. He completed his M.Sc. and Ph.D. at the London School of Economics and Imperial College London, respectively. Based on some of his work he has also co-founded two companies, The Behavioralist and Signol.

Erman Misirlisoy

Erman uses his expertise as a cognitive neuroscientist to provide actionable insights for organizations who want to better understand and predict the thoughts, perceptions, and behaviors of customers and employees. As an academic at University College London, he researched and published papers in wide-ranging areas including self-control, free will, decision-making, neurological disorders, and sports. His research on high-pressure decisions in elite soccer has featured in worldwide media.

With an interdisciplinary background, Erman acted as Head of Science at a top tech startup that attracted tens of millions of users, and has been a scientific advisor to some of the largest multinationals in the USA and UK. He has worked with elite professional sports teams on cognitive performance, and now spends much of his time consulting with companies and NGOs to change people’s behavior for the better.

Chris Summers

Chris is an Assistant Professor of marketing at the Darla Moore School of Business. He earned his Ph.D. in Marketing from The Ohio State University and his bachelor’s degree from Pennsylvania State University.

As a self-proclaimed “applied academic,” he enjoys helping firms large and small understand, predict, and influence human behavior by leveraging behavioral science and psychological principles. His research program is devoted to uncovering managerially relevant insights related to advertising and promotions, CX/loyalty, and new behaviors emerging through the intersection of technology and virtual spaces (e.g., sharing economy and crowdsourcing). He has presented his work at many highly-regarded fora including the Association for Consumer Research, the Society for Consumer Psychology, and South by Southwest. Coverage of his academic work has appeared in numerous national outlets including Journal of Consumer Research, The Atlantic, Gizmodo and Harvard Business Review.