Patrick is an applied behavioural scientist with over a decade of experience ‘turning mind into money’ – that is, practically applying the academia of psychology for commercial results. On the academic side, he is a part-time lecturer at Goldsmiths and UAL, has co-authored papers on topics from Facebook psychology to facial expressions, and has published a book on the psychology of effective messaging with Pearson, called Hooked. Commercially, Patrick has independently provided consulting and run research and experiments for blue-chip brands including eBay, Hyundai and Telefonica. He works at the nexus between data science and behavioural science, having previously been Lead Psychologist at Cambridge Analytica. He recently cofounded Capuchin, where he helps clients understand audiences, optimise messages, and refine brands.