Isobel leads LAB’s behavioural science practice, ensuring strategies are grounded in evidence and shaped by how people really think, feel, and behave.

With an MSc in Behaviour Change from UCL and over eight years of experience applying behavioural insights, she brings clarity to complexity - translating academic theory into practical, human-centred solutions across tech, customer experience, and digital innovation.

Driven by a systems-thinking mindset, Isobel helps teams and clients connect the dots, revealing the deeper patterns behind behaviour. Her work empowers brands to design experiences that don’t just work better, but work smarter, aligned with the realities of human decision-making.