Jo is fascinated by how people think and behave. When she’s not people-watching for a living, she’s people-watching for a hobby, often sitting outside a café in Paris trying to fit in with the locals.  But the thick Yorkshire accent gives her away every time. This fascination with human behaviour is the backbone of the research we do at Mind Field. The insights to understand our client’s audience at a deeper and more strategic level. Jo has an impressive toolkit of methods, developed over 25 years working with global brands and organisations. She has presented at conferences in the UK and Europe on behavioural science and behaviour change led research.