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.




  • Arabella Trower

  • Simon Roberts

  • Tom Rowley

Simon’s twenty-year career as a business anthropologist has included founding the UK’s first dedicated ethnographic research company, running an innovation lab at Intel and being ethnographer-in-residence at technology think tank, iSociety. His PhD in anthropology focused on the satellite TV revolution in mid 90s India. He is a fluent Hindi speaker.

His expertise lies in understanding the frontiers of people and emerging technologies and his consulting experience spans longer term product and platform strategy, in consumer and business contexts. Simon’s work has been covered by Bloomberg, The Financial Times, Wall Street Journal, BBC Radio 4 and Quartz. His book on embodied knowledge, Hard Wired: How Our Bodies Acquire Knowledge and Why We Should Learn to Trust our Instincts will be published by Bonnier in 2020.

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 Hoy

  • Aga Szypicyn

  • Anna Zavyalova

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 is a consultant and design lead at Stripe Partners. She holds an MA in Narrative Environments from Central Saint Martins and is an award-winning communication and experience designer running her own studio that specialises 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 an RSA Fellow and an active member of Urbanistas and Women in Innovation platforms.

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 Cole

  • Harry Hobson

  • Steph Linsdale

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, 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 Watkin

  • Nanna Sandberg

  • Dr. Iveta Hajdakova

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 is a Research Consultant at Stripe Partners. She is an anthropologist with a particular interest in the internal workings of organizations. Her masters' thesis explored social control in flat organizations, based on research among developers at a Swedish fin-tech startup. Having worked in a small charity, a large multinational tech company and a public sector innovation agency among others, she has experience in and a fascination for the diversity found within and between different organizations.

Nanna holds a BA in Politics and Social Anthropology from The School of Oriental and African Studies, London and an MA in Cultural Anthropology from Uppsala University, Sweden. She has worked on projects for a number of tech companies, doing projects ranging on product development and strategy.

Iveta is a consultant and a specialist on the embodied experience of hospitality and luxury. She has worked with a range of global hospitality and retail companies, helping them identify deep human and cultural truths and forecast trends to drive strategy, innovation and design. With a passion for technology, she also worked with a tech start-up company who were looking to use cultural insight in machine learning.

Iveta holds a doctoral degree in Anthropology from Charles University in Prague and was a 2012-13 Fulbright-Masaryk Visiting Scholar at the Department of Sociology at Columbia University in New York. Her academic work explains the role of hospitality, gastronomy and luxury in a transforming society.

An aspiring writer, Iveta has written for international and Czech journals and magazines. She loves storytelling, contemporary art and futuristic thinking.

  • Giulia Nicolini

  • Will Buckley

Giulia is a junior consultant at Stripe Partners. She holds a BA in Sociology from the University of Cambridge and an MA in Anthropology of Food from SOAS. Prior to joining Stripe Partners Giulia worked on food sustainability and food safety across different sectors. Her research interests are in issues relating to food, gender and technology, and her writing has been featured in a number of international blogs and publications.

Giulia has experience conducting fieldwork in the UK, Germany, Italy and Japan, and has worked on projects for a number of technology companies. She speaks fluent Italian, and conversational French and Japanese.

Will is a junior consultant at Stripe Partners and holds a BSc from Imperial in Biology and an MA from SOAS in Social Anthropology. His masters dissertation explored a Social VR platform focusing on embodiment and identity. Before working at Stripe Will was a Digital Campaign Manager at Chief Nation, a B2B marketing agency, working predominantly with clients from the technology sector.

  • Arabella Trower

  • Simon Roberts

    Simon’s twenty-year career as a business anthropologist has included founding the UK’s first dedicated ethnographic research company, running an innovation lab at Intel and being ethnographer-in-residence at technology think tank, iSociety. His PhD in anthropology focused on the satellite TV revolution in mid 90s India. He is a fluent Hindi speaker.

    His expertise lies in understanding the frontiers of people and emerging technologies and his consulting experience spans longer term product and platform strategy, in consumer and business contexts. Simon’s work has been covered by Bloomberg, The Financial Times, Wall Street Journal, BBC Radio 4 and Quartz. His book on embodied knowledge, Hard Wired: How Our Bodies Acquire Knowledge and Why We Should Learn to Trust our Instincts will be published by Bonnier in 2020.

  • Tom Rowley

    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 Hoy

    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

    Aga is a consultant and design lead at Stripe Partners. She holds an MA in Narrative Environments from Central Saint Martins and is an award-winning communication and experience designer running her own studio that specialises 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 an RSA Fellow and an active member of Urbanistas and Women in Innovation platforms.

    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 Zavyalova

    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 Cole

    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

    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 Linsdale

    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 Watkin

    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

    Nanna is a Research Consultant at Stripe Partners. She is an anthropologist with a particular interest in the internal workings of organizations. Her masters' thesis explored social control in flat organizations, based on research among developers at a Swedish fin-tech startup. Having worked in a small charity, a large multinational tech company and a public sector innovation agency among others, she has experience in and a fascination for the diversity found within and between different organizations.

    Nanna holds a BA in Politics and Social Anthropology from The School of Oriental and African Studies, London and an MA in Cultural Anthropology from Uppsala University, Sweden. She has worked on projects for a number of tech companies, doing projects ranging on product development and strategy.

  • Dr. Iveta Hajdakova

    Iveta is a consultant and a specialist on the embodied experience of hospitality and luxury. She has worked with a range of global hospitality and retail companies, helping them identify deep human and cultural truths and forecast trends to drive strategy, innovation and design. With a passion for technology, she also worked with a tech start-up company who were looking to use cultural insight in machine learning.

    Iveta holds a doctoral degree in Anthropology from Charles University in Prague and was a 2012-13 Fulbright-Masaryk Visiting Scholar at the Department of Sociology at Columbia University in New York. Her academic work explains the role of hospitality, gastronomy and luxury in a transforming society.

    An aspiring writer, Iveta has written for international and Czech journals and magazines. She loves storytelling, contemporary art and futuristic thinking.

  • Giulia Nicolini

    Giulia is a junior consultant at Stripe Partners. She holds a BA in Sociology from the University of Cambridge and an MA in Anthropology of Food from SOAS. Prior to joining Stripe Partners Giulia worked on food sustainability and food safety across different sectors. Her research interests are in issues relating to food, gender and technology, and her writing has been featured in a number of international blogs and publications.

    Giulia has experience conducting fieldwork in the UK, Germany, Italy and Japan, and has worked on projects for a number of technology companies. She speaks fluent Italian, and conversational French and Japanese.

  • Will Buckley

    Will is a junior consultant at Stripe Partners and holds a BSc from Imperial in Biology and an MA from SOAS in Social Anthropology. His masters dissertation explored a Social VR platform focusing on embodiment and identity. Before working at Stripe Will was a Digital Campaign Manager at Chief Nation, a B2B marketing agency, working predominantly with clients from the technology sector.