Behavioural Science Practice

We are the Science behind Exceptional Experiences



Behavioural insight and data sit at the heart of our Business Transformation offering at VCCP. Led by Cowry Consulting, our Behavioural Science practice consists of a team of psychologists, economists, researchers and data scientists who are experts in the application of behavioural science in business. 

We specialise in data-driven behavioural design, fuelled by AI, and our work solves behavioural problems across a variety of touchpoints including digital UX journeys, business comms, contact centres and physical spaces.

We understand what makes customers, colleagues and companies tick. We apply the latest research in Behavioural Science, Psychology and Nudge Theory to help you become experts in the choreography of your customer and employee experience. 

Our consulting practice works across all sectors and categories including financial services, retail, utilities and construction sectors and many more. 

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Jez Groom Founder, CEO

With over 10 years of experience of practically applying behavioural science in business, Jez has established himself as one of the world’s leading practitioners in the field. As a pioneer, Jez has always been on the frontlines of behavioural science, from being instrumental in the team that used murals of babies faces to fight crime in Woolwich, to changing handwashing behaviour in a pig abattoir in Santiago.

As an author of his latest book: Ripple – The big effects of small behaviour changes in business, Jez has documented the insights, tips and toolkits that can help business people to activate behavioural science at scale within their organisation. He is also an Honorary Research Fellow at the Dept of Psychology at City University, London, working within the MSc programme and is helping to bridge the gap between academia and business.

Will Saunders Chief Operating Officer

Will has over 30 years of experience in creative and media communications agencies, working across a range of strategic disciplines. In 2006 (along with Jez Groom), Will co-founded the communications planning agency EGS, developing comms strategies for brands such as Aviva, Standard Life, Bauer, Pets at Home and PayPal.

After the sale of EGS to the Engine Group, he joined krow communications in 2012 as Head of Business Planning and Managing Partner. Alongside his agency management responsibilities, Will’s role was to ensure that client’s commercial objectives were embedded into the agency’s strategic creative thinking and executional output.

Ziba Goddard Deputy CEO

Following an undergraduate degree in Experimental Psychology and a Masters in Clinical Psychology, Ziba was drawn to business and spent time working in organisational effectiveness at Bank of New York Mellon. 

Ziba leads the client ‘Pilots and Programmes’ within the business. Ziba spends the majority of her time identifying the cognitive friction in the current customer journeys to help inform the creative process within Cowry at the key design stage.

Raphy March Chief Design Officer

With a background in pPerceptual Psychology, Raphy draws on design, UX and behavioural science to create innovative behavioural interventions that transform the customer and employee experience. 

Raphy has led the experience optimisation process for over 80 of the world’s major brands across retail, health and finance. She works with clients to develop practical and innovative solutions to their behaviour-based issues.