I Turn Complex Human Behaviour Into Clear Business Decisions.
Stop Guessing. Start Knowing What Your Customers Want.
What I Do
I help retail teams turn assumptions into actionable insights with psychologically-informed experiments that drive measurable growth.
Why Most Growth Decisions Miss the Mark
Most retail teams rely on instinct, luck, random data, and A/B testing to understand their customers. These techniques lead to short-term, inconsistent wins (if any) and long-term lead to confusion and miss opportunities for growth.Here’s why those methods are the problem:1. Decisions based on instinct or luck are not repeatable or consistent.
2. Patched together data rarely addresses the right questions
3. A/B tests are too limiting and often poorly designed
4. You never find out what our customers truly wantWithout understanding your customer’s desires, everything is a shot in the dark. Sometimes you hit, but more often you don’t. My work focuses on creating informed, measurable, and realistic results.
How Experiments Create Big Wins
Experiments are the only way to reliably and ethically answer questions. Here’s why experiments are better than surveys, simple A/B testing, and guesswork:1. Actual Behaviour: Experiments measure what people do not what they say*
2. Cause and Effect: Demonstrate the cause behind changes
3. Risk Reduction: Identify specific changes to make without risk.
Need An Example?
An online retailer A/B tested two website checkout pages with the goal of improving conversions. The problem was they tested too many variables, 9 in fact. This improper design lead to at 90% decrease in conversions. With a proper experiment the could have:1. Isolated which changes to make, and which not to make
2. Increased conversions by nearly 7% above original rate directly
3. Understood what works and whyEven small changes, lead by experiments, can lead to measurable growth, saving you time, energy, money, and frustration.
Services: What I Offer
I provide a complete, hands-on approach for retail teams who want to make evidence-based decisions and see measurable results.Working together, I help you:- Increase conversions and sales by making changes that are proven to work.
- Save time and resources by knowing which strategies actually impact results.
- Build customer trust and loyalty by creating experiences that feel relevant and seamless.
- Act confidently on insights with a clear understanding of why changes succeed.
- Reduce risk of costly mistakes by testing before you commit to big changes.Result: Clear, measurable growth for your business, happier customers, and decisions that consistently move the needle.
How It Works: My 4-Step Process
Making sense of data shouldn’t be complicated. Here’s my simple, proven approach:Step 1: Define Your QuestionWe start by identifying the single most important question you want answered. Even a broad goal, like “increasing checkout conversions, ”can be transformed into a clear, testable insight.Step 2: Design the ExperimentI craft a precise experiment that isolates variables, measures both behavioral and psychological metrics, and ensure the best results possible.Step 3: Run the TestI execute the experiment with careful monitoring to ensure accuracy. You get insights about what customers actually do, not what they say they do.Step 4: Analyze & ActOnce the data is collected, I analyze it in depth. I determine not only what changed, but why, so you can implement changes confidently and see measurable results.
Who I Am
I’m Emilie, a cognitive neuroscientist and psychologist, which means I study how people think, feel, and make decisions. I use those insights to help retailers between understand their customers.I hold degrees in psychology, cognitive neuroscience, and religion and cultural studies. This combination allows me to apply rigorous scientific methods while considering the broader context of culture, values, and beliefs, giving research a depth and nuance that goes beyond simple numbers.I have advanced training in experimental design, which means I carefully design every study to be statistically sound. It’s not just about collecting data; it’s about a full process of testing, checking, and analyzing to make sure the numbers accurately reflect what’s happening in real life. This process gives you confidence that the insights are meaningful and actionable.My specialty is in human decision-making, understanding the patterns, biases, and mental shortcuts that shape choices in ways that often go unnoticed. By combining this with insights from culture and context, I help leaders see not just what people do, but why they do it, and what strategies can be used to guide better outcomes.I translate these insights into practical strategies that leaders can trust to improve engagement, loyalty, and overall business outcomes, bringing curiosity, rigour, and a human-centred perspective to every project I tackle.I am certified in TCPS II CORE, and my academic research has received Canadian federal funding, ensuring that all work is held to the highest ethical and scientific standards.
Your Next Step Toward Evidence-Based Growth
Pick one business question you’ve always wanted answered. I’ll design a custom experiment that delivers clear, actionable insights.- No complicated forms.
- No long surveys.
- Just a simple email from you.Email Me Your Challenge at [email protected]