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The Behavioural Edge - Insights at the frontier of psychology, economics, and AI
📅 Date: Tuesday, 16 September 2025
📍 Location: Innovation Centre, Carpenter House, Broad Quay BA1 1UD
🕤 Time: 9:30 – 13:00
Join us for a dynamic half-day session designed to connect SETsquared Bath Members with leading academic specialists from the University of Bath’s Department of Psychology, Department of Economics, and School of Management.
Who Should Attend
Founders and business leaders interested in understanding customer behaviour
Innovators exploring behavioural insights to enhance product or service design
Anyone curious about applying behavioural science, economics, and AI to real-world challenges
What the Session Will Cover
Insights into cutting-edge research in behavioural science and economics
Practical applications of customer insights, nudge theory, game theory, and AI engagement
Opportunities to explore collaboration with academic experts
What You’ll Get Out of It
Direct access to academic specialists working at the forefront of behavioural research
Fresh perspectives to inform your business strategy and innovation
Networking with peers and potential collaborators over coffee, pastries, and lunch
Agenda
9:30 – Welcome coffee and pastries
10:00 – Welcome, Introductions and engagement sessions with academic experts
12:00 – Lunch and further networking
13:00 – Wrap-up
Meet our specialists
Neal Hinvest, Senior Lecturer in Neuroeconomics, Department of Psychology
Neal is a neuroeconomics researcher who applies cutting-edge methods—including EEG, psychophysiology, and behavioural analysis—to explore how people make decisions in business contexts. Blending expertise in psychology, cognitive neuroscience, and statistics, they deliver bespoke, scientifically rigorous solutions that drive both commercial impact and academic excellence.
Dimo Dimov, Professor Entrepreneurship and Innovation, School of Management
Dimo's research focuses on entrepreneurial thinking, process, and practice, embracing eclectic perspectives and approaches. He is founding editor-in-chief of Journal of Business Venturing Insights and currently serves as associate editor at Entrepreneurship Theory and Practice and Entrepreneurship and Regional Development. Dimo is co-founder of Kinetic Thinking, a validated framework for personal and organisational development. It helps individuals, teams and entire organizations capitalize on the changing world of work by deploying new ways of thinking, managing and leading.
Janina Hoffmann, Lecturer, Department of Psychology
Janina is a cognitive decision scientist who studies everyday decision strategies by combining behavioural approaches with computational modelling and statistics. A key focus of her current work is investigating trust in human-computer interaction, particularly in AI-assisted decision-making, with implications for AI safety, cybersecurity and emerging regulatory frameworks like the EU AI Act.
Jörg Franke, Senior Lecturer, Department of Economics
Jörg conducts research in the areas of Applied Microeconomics and Experimental Economics. Jörg holds a PhD from the International Doctorate of Economic Analysis (IDEA) at Universitat Autonoma de Barcelona and a Diploma in Economics from Humboldt University Berlin. Jörg conducts research in the area of Applied Microeconomics and Experimental Economics. His research has been published in journals such as Journal of Public Economics, Games and Economic Behavior and Economic Theory.
Kai Wang, Lecturer, Department of Economics
Kai Wang is a behavioural economist working at the intersection of economics and psychology. He builds and tests models of bounded rationality, with current work on how status-quo bias, advertising, and decoy effects shape consumer choice. He also has experience analysing A/B-test data.
Yu Shuang Gan, PhD Student, Department of Psychology
Yu is a PhD student in psychology with a background in sustainability, climate change, and decision science. His PhD focuses on consumer perception and acceptance of alternative meat (i.e., plant-based meat and cell-cultured meat). He is slso interested in behavioural interventions aiming to reduce meat consumption behaviours.
Alice Mason, Lecturer, Department of Psychology
Alice’s research aims to understand the cognitive processes underlying judgement and decision-making, in particular learning and memory. She study these processes in a range of contexts including economic decisions, food choice, climate action and decisions involving mental and physical effort.
Spaces are limited – apply now, by letting us know why you want to join and what you hope to get out of the session.