Elys Roberts, previously U.S. CEO of Ipsos Marketing Practices, has launched BEESY. The company brings together a multi-functional team of behavioral scientists, consumer insights and marketing strategy experts. The launch follows a successful angel investor funding round, comprising of a number of data science/insights entrepreneurs. BEESY will help companies in diverse sectors, such as Consumer Package Goods, Financial Services and Biopharma/Healthcare, to develop a deeper and truer understanding of consumer decision-making to guide more impactful marketing interventions.

Roberts believes that behavioral science has the potential to transform consumer insights, but to date has been underutilized or applied only superficially. "There is an incredible amount of behavioral science expertise locked-up in academia and a huge need for that expertise here in industry," Roberts said. "With our extensive network of the best applied, practical behavioral scientists, BEESY will bridge the two, effectively harnessing the power of behavioral science to drive better commercial outcomes."

Roberts brings a 20-year history of impact in a range of sectors, including CPG, financial services, automotive and healthcare. His experience spans client- and agency-side, sales & marketing, consumer insights and behavioral science. He held roles in marketing, research, training and sales management on Eli Lilly's leadership development program, and positions up to CEO-level in several pioneer agency start-ups.