Dan Thwaites in

Dan Thwaites

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Co-founder at Capuchin Behavioural Science
📍 Greater London, England, United Kingdom

Dan Thwaites is a co-founder of Capuchin Behavioural Science with 30 years of experience in data, creative, and technology. Leveraging his BSc from De Montfort University, he applies psychology and behavioural science to drive commercial returns for businesses. Colleagues describe him as highly supportive and strategic.

Outside of work, he is a co-founder of the award-winning JAM JAR GIN. He is also a dedicated martial artist, holding a 2nd Dan black belt in Kickboxing and certification as a Level 2 Krav Maga Instructor. He also serves on the SXSW Advisory Board.

He and his wife hold the Guinness World Record for the largest multi-venue gin tasting event.

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Experience
32 Years
Current Role
Co-founder
Job Level
Leadership
Location
Greater London, England, United Kingdom
Personality Overview

How Dan shows up

Communication Style
Decision Approach
Work Preference

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Priorities

Topics Dan cares about

Behavioural Science
As co-founder of Capuchin, he practically applies psychology and data to reveal how audiences think and shift their behaviour for commercial results.
Customer Psychology
His work focuses on understanding audience motivations, and he has been described as a "walking encyclopaedia of customer psychology concepts".
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Career

Work history

7-2019
Co-founder
Capuchin Behavioural Science
10-2017 - 1-2019
Member of External Advisory Panel
Camelot
12-2016 - 12-2023
Advisory Board Member
SXSW
12-2014 - 1-2023
Co-Founder
JAM JAR GIN LTD
1-2014
Co-founder
REASSEMBLERS LIMITED
In the press

Media appearances

Why Dog People Vote Conservative and Gin Drinkers Won’t Agree to Requests: How to Combine Psychology and Data for Better Results. Featured in Capuchin Behavioural Science (blog)
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Liar! The Psychology of Lying and How to Get People to be More Truthful — Capuchin | Behavioural Science. Featured in Capuchin Behavioural Science (blog)
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Education
1989 - 1993
BSc (Hons)
De Montfort University
Education details unavailable
Warwick School
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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