James Gudgeon

Favourite Thing: Find out what other people’s favourite things are…!



Prifysgol Bangor 2009-12, Prifysgol Bangor 2012-13, Leiden Universiteit 2013-14, Durham University, 2015-16


BSc in Psychology, MSc in Consumer Psychology, International Experience in Economic Psychology, MRes Shopper Decision Making

Work History:

DECIDE., Durham University, Bangor University

Current Job:

Strategist & Consumer Psychologist



About Me

I find out what things happen in shops that makes people more likely to do certain things…like buy!

My Work

I advise brands how they can influence the decisions people make with design.

My Typical Day

Thinking. Talking. Writing. Designing. Doing. Analysing. Presenting.

What I'd do with the money

I’d send 50 ‘science boxes’ with 10 simple decision experiments to schools around the world…

The best ideas to improve decision making and save the world might come from people your age that would never get to release them if they’re not inspired by science right now!

My Interview

How would you describe yourself in 3 words?

Tall. Friendly. Not-too-serious.

Who is your favourite singer or band?

What's your favourite food?

Anything that’s bad for me.

What is the most fun thing you've done?

Saw an Orangutan.

What did you want to be after you left school?

Demolition Operative. I wanted to blow building up…

Were you ever in trouble at school?

Yes, all the time! Especially in science. I always wanted to try things differently!

What was your favourite subject at school?


What's the best thing you've done as a scientist?

Won money from the government to look at how design changes behaviour.

What or who inspired you to become a scientist?

My dad.

If you weren't a scientist, what would you be?


If you had 3 wishes for yourself what would they be? - be honest!

Go to space. Swim the English Channel. Win the lottery.

Tell us a joke.

What’s invisible and smells like carrots? Rabbit farts.

Other stuff

Work photos: