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ABOUT
Hi, I'm Rosie D-Maxwell!
I'm the founder of Avalon Insights, a behavioural science consultancy that helps organisations better understand the people who matter most to them.
Behavioural science gives us a shared language and a rigorous method for examining why people behave as they do - and what that means for strategy, communications, and design.
I work with teams who need that clarity: organisations that want to rethink something, reframe a challenge, or build genuine empathy with their customers or beneficiaries. Whether it's sharpening strategic decision-making, making communications land with greater impact, building internal capability, or designing research that truly understands end users - I help organisations act on insight that moves the needle.
With over eleven years of experience across commercial and third sector organisations,
I've worked on everything from loyalty psychology and donor motivation to person-centred
practice and behavioural design. I spent a decade at The Behavioural Architects, one of the UK's foremost behavioural science consultancies, before founding Avalon Insights.
I'm also a contracted consultant with Irrational Labs - one of the world's leading behavioural design practices - where I deliver their behavioural design bootcamp programme, bringing the science to life for practitioners around the world.
SERVICES
What I Do
Consultancy & Advisory
I work with organisations to apply a behavioural science lens to their most pressing challenges. Engagements are tailored to what's needed - from a single workshop or project to ongoing advisory work - and might involve introducing new frameworks for how teams conduct research, design programmes, or engage with their audiences. The common thread is helping organisations think differently about the people they're trying to reach, and building the tools to act on that understanding.
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Capability Building
Behavioural science creates the most value when it becomes part of how an organisation thinks and works - translated from academic frameworks into practical tools, accessible language, and ways of working that teams can actually use. I design and deliver workshops and learning programmes that give teams - whether insight professionals, product designers, loyalty consultants or beyond - the concepts, frameworks and practical tools to apply behavioural science to their own work. Sessions range from one-off workshops to tailored multi-session programmes, always grounded in real challenges rather than theory alone.
Research & Strategic Insight
I design and run qualitative research programmes that go beneath what people say to understand what actually drives their behaviour. Drawing on focus groups, depth interviews and ethnographic methods across sectors including charity, health, food and drink, and sport, I translate findings into clear strategic recommendations and thought-starters that inform direction, shape strategy, and help organisations make better decisions.
When you understand behaviour, everything changes.
Why leverage behavioural science?
It turns out that human behaviour is rarely fully rational. We're influenced by context, emotion, habit, and the way choices are presented to us - often without realising it. Behavioural science gives us a framework for understanding those influences, and for designing strategies, communications, and experiences that work with human nature rather than against it.
Organisations that apply it make better strategic decisions, design more effective programmes, communicate with greater impact, and build stronger relationships with the people they serve.
It's why more and more brands, charities and public sector organisations are bringing behavioural science into their research, strategy, and design - and why having someone
who can bridge the gap between the science and the real world is increasingly valuable.
TESTIMONIAL
"Working with Rosie has been an invaluable experience.”
Her expertise in person-centred research gave us a fresh perspective on how to create safe, solution-focused spaces for meaningful discussion. Her ability to facilitate complex conversations brings clarity to difficult issues and empowers those involved to contribute authentically - leading to deeper insights and more effective strategy development."
— Zoe Moss, Workforce Development Manager, Tennis Wales
LET'S TALK
Ready to Understand Your People?
Whether you're looking to apply behavioural science to a specific challenge, build internal capability, or gain deeper insight into your customers or beneficiaries - I'd love to hear from you.
PAST CLIENTS
© 2026 Avalon Insights · Rosie D-Maxwell · Behavioural Science Consultancy