Pureprofile is pleased to welcome Dr Chelsea Wise to its team in the newly-created role of Head of Behavioural Science to further deepen its consumer profiling expertise.
Dr Wise has a PhD in Marketing, Consumer Behaviour and Choice Modelling from UTS and brings more than 12 years of research and consumer marketing experience to Pureprofile.
A former lecturer at UTS, Dr Wise founded the university’s Behavioural Marketing Lab, a centre dedicated to state-of-the-art research with a focus on consumer neuroscience and eye-tracking projects.
She has led global research projects, partnering with universities worldwide, and has published several peer-reviewed journal articles on consumer confusion and decision making.
In her role as Head of Behavioural Science, Dr Wise will lead a team specialising in data science and analytics to offer enhanced opportunities for researchers and businesses to target groups of consumers based on their behaviours.
She will also help lead a landmark global longitudinal study – The Values Project – partnering with leading academics worldwide, including the University of Western Australia’s Dr Julie Lee, which explores individual life goals, how these goals change over time, and how they impact the choices people make.
As well as her strong academic credentials, Dr Wise has experience applying her deep research knowledge in commercial contexts to improve the consumer product experience and business outcomes. She has previously worked at Quantium, GALKAL and OMD Australia.
In her role at Quantium, Chelsea was Client Lead for customer analytics at Woolworths Supermarkets, leading the use of loyalty data to support commercial priorities. Working across both technology and retail teams, a major part of her role was leading the launch and commercial application of Quantium CheckOut®, a tool developed to provide a rich understanding of shopper behaviour.
Dr Wise said:
“I’m truly excited to have the opportunity to join the team at Pureprofile in a role that will add a greater depth of human relevance to the quantitative research process while creating specific profiles researchers can target based on consumer behaviours.
“I believe Pureprofile is using technology in a really unique way to solve current research and data challenges. Its collaboration with leading universities on the Values Project shows its genuine commitment to being part of the global research community.”