Helena leads the behavioural science team at Innovia Technology, an innovation consultancy based in Cambridge, UK that specializes in early stage innovation. Her main interest is in applying behavioural science to the commercial sector. She believes that the application of behavioural science to marketing and innovation can result in the development of products and services that are intuitive to use and that people really want. But only if it is used rigorously and ethically. She publishes frequently on these topics. Previously Helena worked in health psychology, was managing director of an international brand consultancy and worked in corporate and financial communications. She has a doctorate in social psychology from the University of Cambridge, where she also lectures.