Smythe (pictured) has more than 15 years’ experience in customer insight and intelligence programmes in both the private and public sectors.

Among her roles, she has worked for the government – at the HMRC and more recently the Passport Office where as head of customer intelligence she led the insight programme, steering strategy, marketing, policy, channel optimisation, and product and service development.

Smythe is also a member of the Market Research Society Public Sector Editorial Board.

At The Behavioural Architects she will continue to drive behaviour change capabilities work with public sector, not-for-profit clients and commercial clients with social briefs.

She said: “The Behavioural Architects have translated knowledge into practice, as demonstrated in their work in sports, health, and supporting socially disadvantage groups. Social change is much needed in our society and I was truly inspired to help them on this journey.”