Patrick is an applied behavioural scientist with thirteen years’ experience ‘turning minds into money’. On the academic side, he is a part-time lecturer at three universities, has co-authored peer-reviewed papers on topics ranging from facial expressions to Facebook psychology, and has published the Pearson book “Hooked: Why cute sells and other marketing magic we just can’t resist” – and he is publishing a book on how to not get nudged with a big five publisher in 2023. He has provided behavioural science research and consulting for gaming and entertainment brands as well as blue chip brands across various industries. He was previously Head of Emotion Sciences at pioneering biometric company Element Human, and the Lead Psychologist at Cambridge Analytica.