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.




  • Simon Roberts

  • Tom Rowley

  • Tom Hoy

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 holds a masters degree from Cambridge University. He started his working life in technology journalism before moving to Kantar agency Added Value to head up the future insight practice. Before co-founding Stripe Partners, Tom founded the Nesta-backed Good for Nothing collaboration platform. Good For Nothing now operates chapters in 46 cities around the world. Tom speaks Italian, French and Spanish.

Tom leads strategy and innovation projects exploring technology’s impacts and opportunities for established industrial and FMCG businesses including Nike, P&G, Carlsberg and Repsol. Tom also manages the business side of Stripe Partners’ operations.

Tom has spent twelve years advising some of the world's leading organisations on strategy and innovation. Prior to co-founding Stripe Partners he was a leader in the social innovation field, growing a hackathon network in South London to several hundred members and nurturing multiple successful initiatives. His training in the social sciences started with a Masters (with Distinction) from LSE and continued for 6 years at Promise (now part of Omnicom / C Space).

Alongside client work Tom leads on Consultant training and development at Stripe Partners. His expertise lies in applying social science theory to interrogate technology in consumer and business cultures. The frameworks and concepts developed by Tom's teams continue to guide the activity of world-class clients including Facebook, Google and Intel.

  • Harry Hobson

  • Filippo Mazzocchi

  • Giulia Nicolini

Harry’s working life has zigzagged between strategy-consulting, technology start-ups, and social science research. His first job was as a private detective and in his spare time he keeps bees. He has a Masters Degree from Cambridge and from SOAS London.

He leads innovation and research projects in all areas where people and technology intersect. Particular areas of interest include: social infrastructure, media and content businesses, how people use technology in their work lives.

Filippo is a Research Consultant Intern who recently graduated from King’s College London. After being awarded with his first master in Social Anthropology at the LSE he further completed his education with a second master in International Management.

Filippo’s work experience gave him the chance to experience a global trajectory in places such as Madrid, Spain, where he worked as a researcher where he has been exposed to a wide array of industries such as travel and retail. As summer intern at Allianz Singapore he also explored insurance industry and automotive-related innovations.

Giulia holds a BA in Sociology from the University of Cambridge and an MA in Anthropology of Food from SOAS. Prior to joining Stripe Partners, she worked with London-based think tanks on food sustainability, and at the European Food Safety Authority in Parma, Italy. She speaks fluent Italian and conversational French and Japanese.

During her time at Stripe Partners, Giulia has worked across Technology,Retail and FMCG sectors, with a focus on xR and emerging technologies.

  • Antonia Hughes

  • Anna Leggett

  • Will Buckley

Antonia is the Office Manager at Stripe Partners. She holds a BSc in Psychology and Criminology from Nottingham Trent University, and completed a course in Migration, Integration and Ethnic Relations at Utrecht University. Her experience before joining Stripe Partners includes working in operations at Aston Martin and at start-up tech company Big Sofa.

Antonia has always had a keen interest in social sciences and how research can help businesses improve quality of life in a rapidly changing society

Having attained a BA in English from the University of Cambridge, Anna established her research career at Firefish in 2014, focusing on FMCG research and global brand strategy consulting. Her curiosity about how people engage with their virtual and physical environment led to completing an MSc in Urban Planning Studies at LSE, writing a prize-winning dissertation on urban gardening and Instagram.

Anna’s broad experience across public and private sectors equips her with a versatile and creative approach to social science research. She is passionate about turning human insight into longer term business strategy, with particular specialism in urban innovation, retail and digital platforms.

Will holds a BSc in Biology from Imperial College London and an MA in Social Anthropology from SOAS. He began his career as a Digital Campaign Manager at Chief Nation, a B2B marketing agency, working predominantly with clients from the technology sector. Will's Masters dissertation focused on Social VR. He speaks conversational Mandarin Chinese.

At Stripe Will has worked with clients from the technology and media industries focusing on collaborative and xR technologies.

  • Dr. Iveta Hajdakova

  • Eleanor Watkin

  • Arabella Trower

Iveta is a consultant and a specialist on the experience of hospitality and luxury. She has worked with a range of global hospitality and retail companies, delivering insights to drive strategy, innovation and design. She holds a PhD 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. She is fluent in Czech and Slovak and conversational in Spanish.

Iveta’s project experience at Stripe Partners has included payment and point of sale technology innovation, growth strategy for a leading daily newspaper and B2B customer journey mapping for a global communication platform. Building upon her academic and professional experience, Iveta's particularly interested in understanding micro-economic practices, trust and value.

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.

Arabella holds a BA in Anthropology from Durham University. She focused her dissertation research on the exploration of gender identity through transgender narratives, carrying out in-depth ethnographic interviews. Her passion for anthropology and social research has continued since university and her research has been published in a trans society magazine. She previously worked in the food sector.

Since joining Stripe Partners, Arabella has worked on projects in the technology, music and public sectors.

  • Aga Szypicyn

  • Anna Zavyalova

  • Calen Cole

Aga is a Design Strategist and an award-winning communication and experience designer. She holds an MA in Narrative Environments from Central Saint Martins and in 2014 she founded Ines Designes, a branding and urban storytelling studio. Prior to joining Stripe Partners, she worked with creative agencies including four23, Household and CCD Design & Ergonomics, where she designed customer experience solutions for adidas, Oakley, Yamamay and The British Museum. Aga is a visiting critic at CSM, an RSA Fellow and an active member of Urbanistas and Women in Innovation. She speaks Polish and conversational Italian. 

While at Stripe Partners, Aga has focused her practice on exploring tensions and opportunities in the technology sector through the lens of design and user experience.

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 holds an MSc in Social Anthropology from the London School of Economics and a BA from the University of Chicago. Prior to Stripe Partners Calen worked in New York with Insight Strategy Group and with ReD Associates. He is proficient in Spanish.

Calen’s experience spans media, technology, healthcare, consumer goods, food and retail. He particularly enjoys unravelling the apparent paradoxes and contradictions that arise in identity, online behaviour and emerging technologies in order to unlock new opportunities.

  • Nanna Sandberg

Having completed a BA in Anthropology and Politics at SOAS, Nanna has worked in NGOs and a large telco, leading to an MA in Social Anthropology from Uppsala University with a thesis on social control in flat organisations. Prior to joining Stripe Partners she worked at the Swedish innovation agency, on a year-long research project and at a service design agency. She speaks fluent Swedish and conversational French.

With a particular interest in work, organisations and technology, Nanna has worked on projects such as AI-assistance in the workplace, remote working and the role of laptops in independent work.

  • 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 holds a masters degree from Cambridge University. He started his working life in technology journalism before moving to Kantar agency Added Value to head up the future insight practice. Before co-founding Stripe Partners, Tom founded the Nesta-backed Good for Nothing collaboration platform. Good For Nothing now operates chapters in 46 cities around the world. Tom speaks Italian, French and Spanish.

    Tom leads strategy and innovation projects exploring technology’s impacts and opportunities for established industrial and FMCG businesses including Nike, P&G, Carlsberg and Repsol. Tom also manages the business side of Stripe Partners’ operations.

  • Tom Hoy

    Tom has spent twelve years advising some of the world's leading organisations on strategy and innovation. Prior to co-founding Stripe Partners he was a leader in the social innovation field, growing a hackathon network in South London to several hundred members and nurturing multiple successful initiatives. His training in the social sciences started with a Masters (with Distinction) from LSE and continued for 6 years at Promise (now part of Omnicom / C Space).

    Alongside client work Tom leads on Consultant training and development at Stripe Partners. His expertise lies in applying social science theory to interrogate technology in consumer and business cultures. The frameworks and concepts developed by Tom's teams continue to guide the activity of world-class clients including Facebook, Google and Intel.

  • Harry Hobson

    Harry’s working life has zigzagged between strategy-consulting, technology start-ups, and social science research. His first job was as a private detective and in his spare time he keeps bees. He has a Masters Degree from Cambridge and from SOAS London.

    He leads innovation and research projects in all areas where people and technology intersect. Particular areas of interest include: social infrastructure, media and content businesses, how people use technology in their work lives.

  • Filippo Mazzocchi

    Filippo is a Research Consultant Intern who recently graduated from King’s College London. After being awarded with his first master in Social Anthropology at the LSE he further completed his education with a second master in International Management.

    Filippo’s work experience gave him the chance to experience a global trajectory in places such as Madrid, Spain, where he worked as a researcher where he has been exposed to a wide array of industries such as travel and retail. As summer intern at Allianz Singapore he also explored insurance industry and automotive-related innovations.

  • Giulia Nicolini

    Giulia holds a BA in Sociology from the University of Cambridge and an MA in Anthropology of Food from SOAS. Prior to joining Stripe Partners, she worked with London-based think tanks on food sustainability, and at the European Food Safety Authority in Parma, Italy. She speaks fluent Italian and conversational French and Japanese.

    During her time at Stripe Partners, Giulia has worked across Technology,Retail and FMCG sectors, with a focus on xR and emerging technologies.

  • Antonia Hughes

    Antonia is the Office Manager at Stripe Partners. She holds a BSc in Psychology and Criminology from Nottingham Trent University, and completed a course in Migration, Integration and Ethnic Relations at Utrecht University. Her experience before joining Stripe Partners includes working in operations at Aston Martin and at start-up tech company Big Sofa.

    Antonia has always had a keen interest in social sciences and how research can help businesses improve quality of life in a rapidly changing society

  • Anna Leggett

    Having attained a BA in English from the University of Cambridge, Anna established her research career at Firefish in 2014, focusing on FMCG research and global brand strategy consulting. Her curiosity about how people engage with their virtual and physical environment led to completing an MSc in Urban Planning Studies at LSE, writing a prize-winning dissertation on urban gardening and Instagram.

    Anna’s broad experience across public and private sectors equips her with a versatile and creative approach to social science research. She is passionate about turning human insight into longer term business strategy, with particular specialism in urban innovation, retail and digital platforms.

  • Will Buckley

    Will holds a BSc in Biology from Imperial College London and an MA in Social Anthropology from SOAS. He began his career as a Digital Campaign Manager at Chief Nation, a B2B marketing agency, working predominantly with clients from the technology sector. Will's Masters dissertation focused on Social VR. He speaks conversational Mandarin Chinese.

    At Stripe Will has worked with clients from the technology and media industries focusing on collaborative and xR technologies.

  • Dr. Iveta Hajdakova

    Iveta is a consultant and a specialist on the experience of hospitality and luxury. She has worked with a range of global hospitality and retail companies, delivering insights to drive strategy, innovation and design. She holds a PhD 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. She is fluent in Czech and Slovak and conversational in Spanish.

    Iveta’s project experience at Stripe Partners has included payment and point of sale technology innovation, growth strategy for a leading daily newspaper and B2B customer journey mapping for a global communication platform. Building upon her academic and professional experience, Iveta's particularly interested in understanding micro-economic practices, trust and value.

  • 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.

  • Arabella Trower

    Arabella holds a BA in Anthropology from Durham University. She focused her dissertation research on the exploration of gender identity through transgender narratives, carrying out in-depth ethnographic interviews. Her passion for anthropology and social research has continued since university and her research has been published in a trans society magazine. She previously worked in the food sector.

    Since joining Stripe Partners, Arabella has worked on projects in the technology, music and public sectors.

  • Aga Szypicyn

    Aga is a Design Strategist and an award-winning communication and experience designer. She holds an MA in Narrative Environments from Central Saint Martins and in 2014 she founded Ines Designes, a branding and urban storytelling studio. Prior to joining Stripe Partners, she worked with creative agencies including four23, Household and CCD Design & Ergonomics, where she designed customer experience solutions for adidas, Oakley, Yamamay and The British Museum. Aga is a visiting critic at CSM, an RSA Fellow and an active member of Urbanistas and Women in Innovation. She speaks Polish and conversational Italian. 

    While at Stripe Partners, Aga has focused her practice on exploring tensions and opportunities in the technology sector through the lens of design and user experience.

  • 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 holds an MSc in Social Anthropology from the London School of Economics and a BA from the University of Chicago. Prior to Stripe Partners Calen worked in New York with Insight Strategy Group and with ReD Associates. He is proficient in Spanish.

    Calen’s experience spans media, technology, healthcare, consumer goods, food and retail. He particularly enjoys unravelling the apparent paradoxes and contradictions that arise in identity, online behaviour and emerging technologies in order to unlock new opportunities.

  • Nanna Sandberg

    Having completed a BA in Anthropology and Politics at SOAS, Nanna has worked in NGOs and a large telco, leading to an MA in Social Anthropology from Uppsala University with a thesis on social control in flat organisations. Prior to joining Stripe Partners she worked at the Swedish innovation agency, on a year-long research project and at a service design agency. She speaks fluent Swedish and conversational French.

    With a particular interest in work, organisations and technology, Nanna has worked on projects such as AI-assistance in the workplace, remote working and the role of laptops in independent work.