At Arch10, we understand a fundamental truth about human behaviour: people often act before they think. This instinct, shaped by evolution, has served us well but often bypasses critical reflection. In an age of instant reactions—on social media, in politics, and in culture wars—the challenge is not just to nudge people but to foster enduring shifts in perception and belief.
Our mission is simple but ambitious: to help organisations change behaviour in ways that inform, persuade, and endure.
What We Do
Arch10 specialises in helping you bridge the gap between your message and your audience’s understanding.
- Cultural Audits: Through qualitative insights and data analysis, we diagnose where misperceptions arise and how they shape attitudes.
- Behavioural Experiments: We design, test, and refine interventions to see what truly works—because even the best intentions must be proven in practice.
From shifting norms around taxes to rethinking how public services engage communities, our methods draw on the latest in behavioural science to create tailored solutions that work—and last.
Many businesses and institutions feel misunderstood or unfairly judged. They believe, "If only people knew what we know, they’d think differently." But facts alone don’t change minds. The messenger matters, the context matters, and even surprising interventions can work.
We’ve seen how durable behavioural change comes not just from non-conscious nudges but from moments where people pause and recalibrate their beliefs.
Whether it’s correcting misconceptions about social norms or presenting facts in the right way, the key lies in thoughtful, tested strategies that speak to our emotional and rational selves.
Our Approach
We are relentless empiricists. Asking people why they believe something rarely reveals the full story. Instead, we test hypotheses, measure outcomes, and refine tactics. We trust data, not hunches, but we know that not everything can be measured and even the best data will never tell the whole story.
Our work is collaborative, evidence-based, and unapologetically practical. Whether you’re a company seeking to correct false assumptions about your brand or a public institution needing to rebuild trust, we bring clarity to complexity.
Our Founders
Simon Ruda
Simon was a founder, Board Director and Senior Director of the Behavioural Insights Team, helping to grow it from 6 to 300 people before it was sold; Director of Strategic Insight at the Metropolitan Police Service; and a Managing Director at Teneo, the global CEO Advisory.
In government, his roles have included the Prime Minister’s Strategy Unit (UK), The Foreign and Commonwealth Office (UK), and as an Advisor to the Presidential Court of Abu Dhabi.
Simon has published multiple academic and journalistic articles relating to his work and has lectured in applied behavioural science all over the world. His non-exec roles include Chairman of the Board of Trustees of a national policing charity and Executive Board member of a leading research institution at University College London.
Samuel Hanes
Samuel was a founder and Senior Director of the Behavioural Insights Team. He was the team’s first economist and quantitative researcher; ran its economy, labour market and education practice in the UK for several years and established the Singapore office and led all projects in South East Asia from 2016.
Thereafter, he was Head of Economics for the South East Asian ride-hailing start-up, Grab, helping them achieve Decacorn status in 2019 ($10bn USD valuation); Chief Operating Officer for the innovation charity, Nesta; and Director of Performance at the Artificial Intelligence company, Faculty.
Samuel has led some of the most ambitious and complicated behavioural science projects in the world – including a trial in UK job centres that affected hundreds of thousands and led to a £12m p.a. HM Treasury investment; and the design of a driver incentive scheme at Grab worth over $100m USD.