Simon Ruda

Simon has been a pioneer in using behavioural science to help organisations solve complex problems, drive change, and build advantage across sectors. 

Through Hawthorn’s partnership with Arch10, he advises clients on strategy, influence, and institutional change. Over nearly two decades, he has supported governments, public bodies, and global businesses across 35 countries. A founding member and senior leader of the Behavioural Insights Team, he has also served as Director of Advanced Analytics at the Metropolitan Police and as Managing Director at global advisory firm Teneo. 

Simon is a frequent public speaker and publishes both academic and journalistic work related to his areas of expertise. He is Chairman of a national policing charity and sits on the board of a crime research institute at University College London.