Trusted by teams at
Trusted by teams at
Trusted by teams at
As a behavioral scientist with a background in social and neuropsychology, I help organizations fit together the puzzle pieces of human behavior – especially in digital contexts. My work focuses on designing behavioral interventions that drive meaningful change, whether it’s for safer digital habits, better health, or smarter financial decisions.
From cybersecurity and sustainability to digital health, I've applied behavioral insights to products, training, and business strategies. As the co-founder of the international behavioral science collective Nuance Behavior, I helped teams design digital products with the human mind in mind.
Today, I focus on the human side of cybersecurity as a partner at BehaviorBirds, where we help organizations protect themselves against cybercriminals by using behavioral science to strengthen the human factor in cybersecurity. Because digital security works best when it works with people, not against them.
As a behavioral scientist with a background in social and neuropsychology, I help organizations fit together the puzzle pieces of human behavior – especially in digital contexts. My work focuses on designing behavioral interventions that drive meaningful change, whether it’s for safer digital habits, better health, or smarter financial decisions.
From cybersecurity and sustainability to digital health, I've applied behavioral insights to products, training, and business strategies. As the co-founder of the international behavioral science collective Nuance Behavior, I helped teams design digital products with the human mind in mind.
Today, I focus on the human side of cybersecurity as a partner at BehaviorBirds, where we help organizations protect themselves against cybercriminals by using behavioral science to strengthen the human factor in cybersecurity. Because digital security works best when it works with people, not against them.
What I do
Book me for an event
Looking for a keynote or workshop that gets people thinking and doing? I'm in!
Book me for an event
Looking for a keynote or workshop that gets people thinking and doing? I'm in!
Behavioral Science Services
Behavioral Science Services
Applying behavioral science to understand, design, and influence human behavior.
Applying behavioral science to understand, design, and influence human behavior.
Research
Changing behavior starts with understanding it. I conduct in-depth behavioral research to uncover what drives people’s actions and what gets in the way. I help map the behavioral dynamics at play as a foundation for effective behavioral change interventions.
Behavioral Design
How do you design products, services, or systems that support behavior change? I translate research into practice through behavioral audits, journey mapping, and intervention design. By identifying key behavioral touchpoints and applying evidence-based techniques, I help shape experiences that make the desired behavior easier, more attractive, and more sustainable.
Strategy
Many organizations benefit from applying a behavioral lens to their strategy. I support teams in integrating behavioral insights into policies, programs, and campaignsso they align with how people actually behave (instead of how we wish they would). The result: realistic, practical, and effective interventions.
Research
Changing behavior starts with understanding it. I conduct in-depth behavioral research to uncover what drives people’s actions and what gets in the way. I help map the behavioral dynamics at play as a foundation for effective behavioral change interventions.
Behavioral Design
How do you design products, services, or systems that support behavior change? I translate research into practice through behavioral audits, journey mapping, and intervention design. By identifying key behavioral touchpoints and applying evidence-based techniques, I help shape experiences that make the desired behavior easier, more attractive, and more sustainable.
Strategy
Many organizations benefit from applying a behavioral lens to their strategy. I support teams in integrating behavioral insights into policies, programs, and campaignsso they align with how people actually behave (instead of how we wish they would). The result: realistic, practical, and effective interventions.
Research
Changing behavior starts with understanding it. I conduct in-depth behavioral research to uncover what drives people’s actions and what gets in the way. I help map the behavioral dynamics at play as a foundation for effective behavioral change interventions.
Behavioral Design
How do you design products, services, or systems that support behavior change? I translate research into practice through behavioral audits, journey mapping, and intervention design. By identifying key behavioral touchpoints and applying evidence-based techniques, I help shape experiences that make the desired behavior easier, more attractive, and more sustainable.
Strategy
Many organizations benefit from applying a behavioral lens to their strategy. I support teams in integrating behavioral insights into policies, programs, and campaignsso they align with how people actually behave (instead of how we wish they would). The result: realistic, practical, and effective interventions.
Focus Areas
We take care of the science, so you can get back to doing the work you love.
Cybersecurity
The human factor in cybersecurity: why people bypass rules, ignore risks, and how to design for safer behavior.
Cybersecurity
The human factor in cybersecurity: why people bypass rules, ignore risks, and how to design for safer behavior.
Cybersecurity
The human factor in cybersecurity: why people bypass rules, ignore risks, and how to design for safer behavior.
Digital Habits
How people really use digital tools. what drives habits, risk perception, and decision-making in digital environments.
Digital Habits
How people really use digital tools. what drives habits, risk perception, and decision-making in digital environments.
Digital Habits
How people really use digital tools. what drives habits, risk perception, and decision-making in digital environments.
Design for Digital Systems
Using behavioral science to create products and systems that support safe, intentional, and effective user behavior.
Design for Digital Systems
Using behavioral science to create products and systems that support safe, intentional, and effective user behavior.
Design for Digital Systems
Using behavioral science to create products and systems that support safe, intentional, and effective user behavior.
Curious about working together?
Got an idea, question, or wild plan? Let’s chat and see what we can make happen.
Curious about working together?
Got an idea, question, or wild plan? Let’s chat and see what we can make happen.
Curious about working together?
Got an idea, question, or wild plan? Let’s chat and see what we can make happen.
Testimonials
What people say about me
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder
What I appreciated about Roos was how open and down-to-earth she was in the way she worked. She really jumped in with both feet, with full commitment. It was striking how easily she stepped into our organization (even though she didn’t know us that well yet) and immediately showed confidence in her expertise. She showed genuine interest in our people and organization, which built trust. It was a pleasure to work with her.
Saskia Siemensma
Director of Safety
Roos came well prepared and delivered content that was both interesting and adapted to our team. Since the presentation was given to a well experienced group of leaders, experience and seniority naturally played an important role. In that regard, Roos stood out in a very positive way and brought really good perspectives.
Timo Pollak
Executive Assistant & Strategy Lead
At our Time to Make Sense events (in Ghent and Amsterdam), Roos shared clear and practical insights on how behavioral science is essential if you want to reach your audience and drive action or change effectively. And those insights matter. Because while marketers often focus on creative, innovative communication with strong copy, visuals, channels, media… getting your message across is only part of the challenge. If you want to actually change how people think or behave, you need the kind of evidence-based insights that a behavioral scientist like Roos brings to the table. It’s a crucial part of any effective campaign strategy.
Dimitri Barbe
Sustainability Chief
Working with Roos on a “Behavioral Science for L&D” program was such a treat! I loved how she made this extremely complex topic feel more approachable and inspiring for the participants, always backing things up with solid research, but keeping it fresh and practical with real-world examples that are truly valuable but so hard to find.
Ioana Göz
Co-founder