I'm a product and experimentation analyst based in London. I spent nine years at Reach plc — one of the UK's largest digital publishers — moving from content and operations into data over time. For the last four of those years, the work was product-facing: designing and analysing A/B tests, investigating user behaviour with BigQuery and Athena, and turning results into recommendations for product managers and senior stakeholders.
In parallel, I've spent over 22 years researching and writing about Socionics — a personality theory developed in the 1970s by Lithuanian researcher Aushra Augusta, built on Jungian foundations and centred on how different types interact with each other rather than just who they are individually.
The two things are less disconnected than they appear. At Reach, the work was about understanding behaviour at population scale — millions of sessions, experiment readouts, patterns in aggregate data. Socionics works at a different resolution: the specific dynamic between two people, named and characterised. One zooms out, the other zooms in. The underlying curiosity about why people behave as they do connects them.
The books
I wrote Your Social World Explained as the first serious English-language treatment of what I call the SLIDE System — a modernisation of classical Socionics designed to make the theory accessible without sacrificing its rigour. That was followed by the Socionics Made Simple series: 16 Kindle volumes, one for every type in the system.
The free reference site behind the books is Socionics Insight — 372 pages covering all 16 types, all 16 intertype relations, cognitive functions, and more. The leading English-language Socionics reference online.
The analyst work
Available for permanent and fixed-term product analyst and experimentation roles at large tech companies — see the work page for background and outcomes, or get in touch directly.
The app
The Socionics research eventually led to Socion — a matching app where you choose the intertype dynamic rather than delegating that decision to an algorithm. Free to join, with a premium tier for those who want the full experience.