Our Team

The Stripe Partners team blends hands-on business know-how with rigorous, academic led expertise in ethnography and the human sciences. We are a diverse group brought together by a shared passion for bridging the gap between business and what happens in the real world.

As a team we speak Czech, French, Italian, Spanish, Danish, Polish, Russian, Slovak, Swedish and Hindi. We have profound industry knowledge, have set up brands and run companies. This variety of backgrounds and depth of experience is invaluable in shaping the recommendations we make to our clients.

Dr. Simon Roberts

Tom Rowley

Tom Hoy

Simon is a founder of Stripe Partners, where he leads the research practice. A trained anthropologist he has devoted his career to bringing deep human insight to solve business challenges and inspire innovation, with a particular focus on technology. His PhD explored the satellite TV revolution in mid 90s India and he is a fluent Hindi speaker.

Simon’s career highlight includes running the UK’s first ethnographic research consultancy, Ideas Bazaar, and establishing a multi-disciplinary innovation lab at Intel Digital Health group. Simon’s client and industry experience is broad, from health (Novo Nordisk, Intel) to technology (Samsung, Intel, BBC) and consumer goods (Duracell, Gillette). Simon is former co-chair Ethnographic Praxis in Industry Conference (EPIC). He is widely published, a contributing author in “The Handbook of Anthropology and Business”, and a sought-after speaker on issues at the intersection of technology, people and business.

Tom is a founder at Stripe Partners and heads up the strategy practice. Throughout his career Tom has helped global organisations to develop and activate brand and innovation strategies rooted in deep human insight. Before founding Stripe, Tom headed up the cultural insight function at Added Value and led the strategy team at innovation agency Brand Genetics. Over the last 17 years Tom has worked with senior marketing and innovation teams to deliver brand and product innovation for businesses including Duracell, Gillette, Levi’s, Bacardi, Ford, Triumph International and e.on. His career highlights include developing a new luxury gin brand with Bacardi and seeing his brand strategy work with Triumph International transform the brand’s look and feel around the world. Beyond commerce, Tom is co-founder of the NESTA backed collaboration community Good for Nothing and Lambeth council’s innovation community Made In Lambeth.

Tom is a founder at Stripe Partners. He has spent the last 10 years advising organisations like Diageo, Samsung and the NHS on complex marketing, innovation and strategy challenges. Tom specialises in combining new academic thinking with emergent technologies to create experimental research processes. Part of the early team at Promise (now part of C-Space / Omnicom), Tom was a key contributor to their pathbreaking Co-creation methodology. Today he is leading the development of Stripe Partners’ Embodied Strategy practice. Outside of work Tom is involved in several social innovation initiatives. He grew the Made In Lambeth volunteer hacking community to several hundred members and co-founded Good Gym Lambeth. His training in the social sciences started at the London School of Economics.

Aga Szypicyn

Anna Zavyalova

Calen Cole

Aga is a junior consultant at Stripe Partners and an award-winning communication and experience designer. She holds an MA in Narrative Environments from the Central Saint Martins and is the founder of Ines Designes Studio specialising in branding and urban storytelling. She had worked with agencies including four23, Household, CCD Design & Ergonomics, where she designed customer experience solutions for adidas, Oakley, Virgin Money, The British Museum and Reebok. She’s also the lead designer behind the winning proposal for the Yamamay Airport Concept Store competition in Milan, and her recent project – diverCity Matchmaking – was selected for and highlighted by the London Festival of Architecture 2017. She’s currently developing a new brief for the 2018 edition of the Festival. Aga is also an active member of Urbanistas – a collaborative platform focused on amplifying women’s voices and ideas to make cities better for everyone.

Aga’s interest in exploring architectural and urban tensions through the lens of graphic design and user experience led her to focus her practice on uncovering insights and developing proposals and urban strategies while working on locations in Malaga, Copenhagen, Seoul and recently in Shangyu, China.

Anna is a Research Consultant at Stripe Partners. A trained anthropologist, she is passionate about applying the ethnographic method to real business challenges. She has worked on projects spanning technology, healthcare and retail industries. With a particular interest in AI, Anna has carried out ethnographic studies of spoken interfaces, Smart Home, driverless cars and pharmaceutical R&D.

Anna holds a BA in Archaeology & Anthropology from the University of Cambridge and an MSc in Social Anthropology from the University of Copenhagen, for which she conducted five months’ fieldwork with Indigenous activists in Australia. She speaks fluent Russian and Danish and conversational French and Spanish.

Calen is a Research Consultant at Stripe Partners. He holds a Masters in Social Anthropology from the London School of Economics where his dissertation explored online communities. Before coming to London he was a Research Manager at Insight Strategy Group in New York where he utilized qualitative and quantitative methods to identify opportunities and develop market strategies. Calen previously completed an apprenticeship at ReD Associates in New York. His industry experience spans media, technology, healthcare, consumer goods, food and retail; clients he has worked with include Samsung, Intel, NBC, HBO, VICE, DC Comics, and Kellogg’s.

Calen has a BA with Honours from the University of Chicago where he studied History, Philosophy and Social Theory and minored in Latin American Studies. His interest in the social sciences revolves around how identity, ideology, and social relations permeate everyday interactions and behaviour, impacting everything from politics to art to the marketplace.

Harry Hobson

Steph Linsdale

Eleanor Watkin

Harry, an associate at Stripe Partners, is a strategic consultant, specializing in product and service innovation.  Harry was Partner and led the Digital team at  What If Innovation; and co-founded the proposition-development firm Fathom Partners.  Before that he founded and ran a retail and community dot-com, worked at Spectrum Strategy Consultants and the Economist Intelligence Unit. Harry holds Masters Degrees from Cambridge University and the University of London.

He has consulted for clients including Intel Digital Health Group, Samsung, Vodafone, Ofcom, Dept for Health, Telegraph Media Group, NewsCorp, BBC and NBC.  He is also working setting up a new online platform to pair-up families in UK and in developing economies.

Steph is Senior Consultant at Stripe Partners, and holds a BA in Social Anthropology from the London School of Economics. After graduating she worked for ReD Associates in Copenhagen and subsequently as a freelance ethnographer and consultant for various international companies.

Steph has previously conducted research across various sectors, from consumables and technology, to financial services and education. She is fascinated with understanding others’ perspectives on the world around them, and is passionate about ethnography and methodological experimentation.

Eleanor is head of Finance and Operations at Stripe Partners. Prior to that, she spent 10 years as Managing Editor at Condé Nast Digital, working alongside the editorial, design and sales teams, and coordinating logistics between all the international Condé Nast digital teams.  Starting with the world’s first online edition of Vogue magazine, she helped conceive and launch a broad spectrum of titles including Vogue, GQ, Glamour and Condé Nast Traveller.

Nanna Sandberg

Iveta Hajdakova

Giulia Nicolini