Ted started his career as a journalist, and then spent over 13 years in the consumer insights industry working with major brands on market entry, concept development and NPD launches across AsiaPacific.Ted spent two years in China and 11 years in Singapore leading qualitative and ethnographic studies across Asia Pacific. He then joined came to London in 2017 driving business with clients looking to learn more about shopper and behaviour change.

At last count, Ted has led research and consulting initiatives in over 25 countries. Ted helped to launch BVA Nudge Consulting in the UK in 2019 and served as Chief Growth Officer globally from our London office. In 2022, Ted also took on leadership of the UK team where he and his consultants work on behavioural objectives with Mars Wrigley, Reckitt, Ferrero, P&G, Kellog, ASDA, Mondelez, Nestle and Sodastream. Ted has a passion for helping brands connect with consumers by guiding their shopping, consumption and usage behaviours in line with their intentions–from portioning to recycling to habit formation.