Behavioural science · International policy · Research
I apply evidence about human behaviour to improve lives. At BIT, I design behavioural policies to address a variety of issues for different contexts and cultures, with a focus on impact and scalability. I am passionate about the intersection of behavioural science and new technology, and I love football!
I am a Senior Advisor in the International team at the Behavioural Insights Team. I have worked across sustainability, diplomacy, healthcare and economic policy.
I hold a first-class honours degree in Economics and World Philosophies from SOAS and a Master's in Behavioural Science from the London School of Economics.
2026 · Co-author · BIT Comment & Opinion
This article explores how culture and public trust shape AI adoption, and why AI tools should be tested and adapted with the people they are meant to serve.
Read the article on the BIT website
2026 · Co-author · BIT report
A report on behavioural and digital strategies to improve vaccine uptake in low- and middle-income countries, including evidence reviews and lessons from VaxSocial Nigeria.
Read the report on the BIT website
2025 · First and corresponding author · Behavioral Economics Guide
A study testing whether AI-generated synthetic participants can approximate public attitudes and predict behavioural responses, and where their use still has limits.
View the 2025 Guide
2025 · Co-author · GOV.UK
A comparison of AI-assisted and human-only rapid evidence reviews on technology diffusion, UK growth and productivity. The final reviews were similar in quality, and the AI-assisted review took 23% less time. This was a single case study, not a generalisable result; AI outputs still needed manual checks.
Read the report on GOV.UK
2024 · Co-author · Behavioral Economics Guide
A case study of taking behavioural food-waste interventions from pilots to national scale in the UAE's hospitality industry.
View the 2024 Guide
Figure 1. © 2024 Ahmed et al., Frontiers. CC BY 4.0. Resized.
2024 · Co-author · Frontiers in Global Women's Health
This paper describes how social listening informed gender-responsive COVID-19 vaccine messaging in Sudan. It examines how online feedback, targeted communication and in-person activities can help address women's concerns about vaccination.
Read the paper on Frontiers
2024 · UNICEF · Contributor
A practitioner playbook drawing on social and behaviour change lessons from public-health responses in the Middle East and North Africa.
View the playbookI founded Colours to Play in the summer of 2018 to help young people in need access football and other sports clothing. The initiative has carried out projects in Beirut, providing sports clothing to Syrian refugees.
Read about Colours to PlayFind my professional profile and updates on LinkedIn, or read more about my work at BIT.