Adele is a behavioural scientist. She holds a PhD in Psychology and a post-graduate qualification in Human Factors and Ergonomics.

With nearly a decade in commercial insight, conducting, designing, analysing and publishing research, Adele has wide experience across pharma, tech, travel and retail.

Carrots and carrots and sticks

Carrots and carrots and sticks ▶︎

How do we get people to do more of the thing we want? Adele James explores how to incentivise the right actions through the lens of behavioural science. 

Trial and error

Trial and error ▶︎

Adele James explores what our mistakes reveal about us and about the environments and systems we interact with.

You had me at… “hello”?

You had me at… “hello”? ▶︎

First impressions count. But second chances matter more. In an industry obsessed with the launch, the opening, the new and the next, Tasneem Shafiq and Adele James explain why brands must always think beyond the first impression.

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Editions▶︎