Most strategy problems are people problems.

I help organizations make better decisions about people, using behavioral science to decode why their customers, teams, and markets behave the way they do.

Let’s talk →
Worked with
About

I am curious. I ask questions most people are too polite to ask.

“What did you actually mean by that? Why do you think your customers aren’t listening?”

I grew up in Riyadh in the 1990s, watching a society shift in real time. That was my first laboratory. I have been studying human behavior ever since.

I made Dubai home 14 years ago. I have worked with founders, corporates, non-profits and AgTech startups across the Gulf — industries that have nothing in common except people making decisions.

Currently completing my MSc in Behavioral Science at the London School of Economics, the academic home of the field I realized I had been practicing all along.

Education
Executive MSc, Behavioral Science
London School of Economics
Education
BA Computational Linguistics
Prince Sultan University, Riyadh
Experience
14 years
Strategy, marketing and growth across the Gulf
Certification
Customer Driven Marketing
Wharton School, Executive Education
Based in
Dubai, UAE
Available across the Gulf region
What I do
Why are your customers actually doing that?
Not the survey answer. The real one. I map the behavioral patterns and cultural triggers behind how your customers decide, so your strategy is built on truth, not assumptions.
Why do you think your brand is special?
I ask this to every client and I don’t believe whatever they tell me. The first answer is never the real one. Loss aversion, the halo effect, sunk cost — they’re in every boardroom.
What happens when AI enters the room?
Not just because everyone is talking about it. But because nobody is asking what it’s doing to the humans on the other side of it. The decision makers. The people like you and your customers. That is the question I’m researching right now at LSE.

“I’ve been asking these questions my whole career.”

Now I have the science to back it up.

Let’s talk
If you’re asking why
about your customers, your market, your next move.
info@haifalrasheed.com →