Meet the Core Team
A blended team with a background in strategy, marketing,
market research and behavioral science.
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.
Andrea Fraboni, Senior Strategist
Andrea is a CPG expert, with a 16-year career dedicated to consumer and shopper insights. She has extensive global experience working in the US, the UK and Switzerland. Prior to joining BEESY, Andrea was Vice President at PRS IN VIVO.
An industry thought leader in pack testing and shopper research, she has experience across a wide range of categories including oral, personal and home care as well as OTC medicines, food and beverages.
Andrea is a lifelong student of the drivers of people’s behavior. She holds an MSc in Social Psychology from the London School of Economics, one of the top Psychology/Behavioral Science institutions in the world.
Tevya Harley, Behavioral Science 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 of 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.
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 MBA from the University of Florida and an MSc from 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.
Sabrina Lakhani, Behavioral Science Strategist
Sabrina comes with 10 years of international marketing and communications consulting experience.
Most recently, she was the Director of Innovation at Newristics, where she worked on brands across all industries including consumer product goods and pharmaceuticals. She’s studied decision heuristics, also known as ‘mental shortcuts’, and knows how to apply them to all communication forms (written or spoken) to influence the decision-making process.
Sabrina earned her MBA degree from INSEAD, while studying on both campuses – France and Singapore. She also holds a Bachelor of Science degree in Business Management from Babson College, located in Boston, Massachusetts.
Sabrina was born and raised in Chicago, Illinois, but has now lived and worked in Europe, Central Asia, and East Africa. Her personal interests include systems thinking, photography, and Sufi poetry.
Vanja Dragutinovic, Business Operations Manager
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.
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.
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.
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 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 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 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).
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.
Ryan’s research looks at how various branding, pricing, and retailing strategies affect the psychology of customer decision making. The findings from his research have been covered by outlets including Harvard Business Review, The New York Times, and The Wall Street Journal. He co-authored a book and co-hosts a podcast, both called, The Intuitive Customer, which apply the insights from consumer psychology to effectively managing customer experiences.
Ryan has an eclectic background that includes both an undergraduate degree in physics and time spent performing stand-up and sketch comedy. He has consulted on matters of pricing, branding, and customer experience with Fortune 500 companies in industries as diverse as retailing, insurance, pharmaceuticals, and heavy equipment manufacturing. He is a sought-after speaker and trainer, discussing on various topics in marketing and decision-making to groups including lawyers, accountants, marketing researchers, and librarians.
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.
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.
Cait is Fyrear Endowed Chair and Associate Professor of Marketing at the Katz Graduate School of Business at the University of Pittsburgh. 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.
Juliano Laran is Professor of Marketing at the University of Miami. His 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 been selected 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.
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 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.
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 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.
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.
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 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.
As Managing Director and Co-Founder of the Maxwell X Lab at Syracuse University he oversees behavioral field experiments (RCTs) with public and nonprofit partners across a range of policy domains. In addition to leading engagements, Joe has an expertise in experimental design and analysis.
Before starting the Lab, he held positions at the Behavioral Insights Team and the University of Pennsylvania to implement a wide range of randomized field experiments applying behavioral science research in healthcare, criminal justice and housing. He holds a BA in Public Policy from SUNY Albany and an MPA from the Maxwell School at Syracuse University.