The Scientific Board

The overall mission of the Scientific Board is to provide guidance on how psychology, data science and neuroscience can make marketing and sales more effective.

Our Scientific board is composed of experts in cognitive science, psychology, neuropsychology, organisational behaviour, data science and Electroencephalography. After 20 years leading the industry in the integration of marketing, sales, psychology and technology, our Scientific Board is the first of its kind to be set up by a UK agency.

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Knowledge Transfer Partnership with Aston University

Cognition has been awarded a ground-breaking Knowledge Transfer Partnership with Aston University. Behavioural science experts at Aston’s School of Life & Health Sciences and School of Engineering & Applied Science will work alongside Cognition to produce a NeuroMarketing Toolkit (NMT).

The project will see trained psychologists, academics, software engineers, scientists and marketers pool their knowledge to develop pioneering new software capable of processing large amounts of data to serve the interests of consumers and businesses.

Scientific Board Members

Dawn Eubanks

Dr. Dawn Eubanks | Associate Professor of Behavioural Science & EI

Dawn Eubanks is an Associate Professor of Behavioural Science at Warwick Business School. She earned her PhD in Industrial Organisational Psychology with a minor in quantitative methods from The University of Oklahoma.

Dawn's research interests are primarily in the areas of leadership, innovation, and implicit bias. Within leadership, she is exploring the darker side including destructive leadership. Innovation research includes a focus upon how to foster this characteristic across contexts. Additionally, she has researched implicit bias and gender across a range of situations through the lens of role congruity theory. Her research findings appear in journals such as The Leadership Quarterly, Current Directions in Psychological Science, Journal of Applied Social Psychology, Creativity Research Journal, and Human Resource Management Review.

Simon Collinson

Professor Simon Collinson | Professor of International Business and Innovation

Professor Simon Collinson was Dean of Birmingham Business School from 2012-2016 and then took on the roles of Deputy Pro-Vice- Chancellor for Regional Engagement for the University of Birmingham and Director of the City-Region Economic Development Institute (City-REDI). More recently he was awarded funding to establish WMREDI. He is a Professor of International Business and Innovation in the Department of Strategy and International Business.

Simon is also a Fellow of the Academy of Social Sciences (FAcSS), the Royal Society for the encouragement of Arts, Manufactures and Commerce (FRSA), the Chartered Association of Business Schools (CABS; which previously chaired) and the British Academy of Management (BAM). He is a Council Member of the Greater Birmingham Chamber of Commerce and a member of the ESRC Strategic Advisory Network (SAN).

Georgia Alexandrou - Neuroscience Researcher

Dr. Georgia Alexandrou | Neuroscientist

Georgia has received her bachelor’s in Psychology from the University of Cyprus. Before enrolling for a PhD degree, Georgia received her Master’s degree in Psychological Research Methods from the University of Stirling. Georgia is undertaking her PhD in Sports Neuroscience at the University of Stirling, with a focus of understanding elite sporting behaviour in real-world settings. Prior to
the start of her PhD, Georgia had the opportunity to work with leading experts in the domain of memory and recognition of faces and EEG leading to a publication in Neuropsychologia, an international Journal dedicated to publications regarding human cognition and behaviour from a neuroscience perspective. Her interests lie within Cognitive Neuroscience and EEG and she specialises in the use of the electroencephalography technique in real world environments. She was awarded a PECRE (Postgraduate and Early Career Researcher Exchanges) award from SINAPSE to develop collaborations with academic research institutions in Italy.

Dr. Carl Senior - Behavioural Scientist

Dr. Carl Senior | Behavioural Scientist

Carl did his PhD at the University of London. He is a Fellow of the British Psychological Society and a Visiting Professor at the Laboratory of Brain & Cognition at the National Institutes of Health, Bethesda, USA.

He specialises in the understanding of non-verbal behavior and the skills, traits, and motives associated with social dominance, power and leadership.

He is the Associate Editor for a number of Journals including Cognitive Neuroscience and The Leadership Quarterly. 

Carl has published 112 papers in peer reviewed journals and contributed chapters to several books. 

In the field of Organisational Psychology, he was one of the first to develop a framework for applying the nominal group technique (NGT) to understanding mechanisms for organisational change in focus groups.


Dr. Sylvia Wong | Computer Scientist & Software Engineer

Sylvia completed her PhD in Computer Science at the University of Birmingham.
She has expertise in database and data warehouse design for data mining, and is experienced in modelling / structuring complex data to facilitate data processing in addition to web-based software development, including the necessary security issues.
She has experience in working with industry to bring about process efficiency and developing new business capability through collaborating with various small and medium-sized enterprises (SMEs) on government-funded knowledge transfer partnership projects.

She is a Senior Fellow of the Higher Education Academy (HEA) and is passionate about educating next generation Software Engineers.

Prof. Adrian Burgess - Psychologist & Cognitive Neuroscientist

Professor Adrian Burgess | Psychologist & Cognitive Neuroscientist

Adrian completed his PhD at the University of London. 

He is an Associate Fellow of the British Psychological Society and a Member of the Mathematical, Statistical and Computing Special Interest Group.

A world leader in his field, he has served as the President of the British Association for Cognitive Neuroscience. His specialist areas include Cognitive Neuroscience and EEG, Structural Equation Modelling and Quantitative Psychology.

He has published 57 papers in peer reviewed journals and contributed chapters to several books.


Dr. James Reynolds | Dr in Behavioural Science

During his PhD, James investigated if recreational drug use can interfere with cognitive development. He then went on to do a post-doc at the University of Sheffield where he  worked on the “Ostrich problem”; the idea that some people are motivated to avoid monitoring their own goal progress.

During this time he conducted research on the role of emotions, social influences, and goal-monitoring in the success of achieving goals (such as healthy eating, exercise).

After his PhD James worked as a Postdoctoral Associate at the University of Cambridge Department of Public Health and Primary Care Unit. James’ research at Cambridge focused on self-regulation, executive function, eating behaviours, addictive behaviours, and public health.

Dr. Peter Hughes - Psychologist & Co-founder of Cognition Agency

Dr. Peter Hughes | Psychologist & Co-founder of Cognition

Peter gained a PhD from Warwick University. He is a member of the British Psychological Society and the Society of Authors. He specialises in the commercial application of psychology. 

He has featured in more than 40 television programmes and documentaries including programmes for the BBC on the psychology of brands. His last book, on how to defy the odds in life and business, is shortlisted for Business Book of the Year. His next book, on the history, philosophy and psychology of power, is due to be published on 7 September 2021.

Peter has also worked with many high profile actors and performers and helped them recover from addictive and compulsive behaviour.

John Berry - Chairman of Cognition Agency

John Berry | Chairman

John Berry was previously Managing Director of the global consulting division of Genus plc, the FTSE 250 global Biotechnology business. He went on to partner with a university friend to build Haygrove Ltd from a small start-up to a £100m technology business with operations in North and South America, South Africa, Europe, Australasia, and China.Today John is Chairman of Cognition, a founding director of the Consulting group, DXG, Chairman of Arborea Ltd, Chairman of Galebreaker Ltd and also an experienced business Non-Executive Director and charity Trustee. John is a member of the Chartered Institute of Marketing and has a Masters in Business Administration (MBA) from Henley Management College.

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