About — Pattern & Proof

Research that ends in a decision, not a report.

Most research arrives too late, too long, and aimed at the wrong question. A founder needs to decide what to build next month, and the report lands in eight weeks with forty pages of context and three carefully hedged recommendations. By then the decision has been made on instinct.

The work Pattern & Proof does is structured the other way around. The starting point is the decision the founder or investor needs to make. Everything that happens after that is in service of getting them to a confident answer in two weeks. Survey design, user interviews, behavioural analysis, and a written brief short enough to read in one sitting.

The method draws on real behavioural science. COM-B, predictive processing, mixed-methods research design, and the kind of survey craft that catches the contradictions surface-level research misses. The work is data-grounded where the data exists, and built on properly designed primary research where it does not.

Annabel Lovegrove.

A behavioural psychologist who has spent ten years moving between three worlds: academic and clinical neuroscience research, behavioural science as it gets applied to product, and the operational reality of running and scaling early-stage businesses.

2024 — 2025 · Ziyx

Product strategy & behavioural insights lead

Led product strategy and behavioural insights at a funded AI-powered platform helping 18 to 32-year-olds start businesses. The work included applying K-means clustering to 5,000+ users, building the persona system that underpinned the AI personalisation engine, and producing the product narrative and investor materials that supported a funding round over £1 million. The role shaped much of how Pattern & Proof operates now.

5,000+ users clustered£1M+ round supportedK-means persona system

Moteefe · eCommerce, growth phase

Junior Chief of Staff to the CEO

Sat alongside the CEO and the executive team during a heavy growth phase. The job ranged across everything, from board reporting, assisting with VC pitch decks, customer sentiment analysis, employee engagement work and GDPR. It is the reason she now reads founders and investor decks at speed and recognises the structural patterns that separate companies that are about to compound from companies that are about to stall.

VC pitch decksBoard reportingCustomer sentiment analysis

Autonomic Nervous System Research Foundation

Research programme lead

Worked as part of a larger research programme that looked at how early-life adversity shapes resilience, mindset and behaviour. The work meant translating laboratory neuroscience into something usable by policymakers, healthcare systems and UHNW donors, and designing the data-capture tools that made the research itself testable. The foundation of her core skill: making complex research usable in applied settings.

Neuroscience to policyData capture designUHNW donor reporting

Selected projects · Pattern & Proof

Behavioural and growth work for energy and wellness retail

Delivered focused engagements for clients across energy and wellness retail, centred on B2B funnel optimisation, CRO and brand alignment. Pattern & Proof is the practice she has been building to bring this work together under one brand, with a clear offer and a clear audience.

B2B funnel optimisationCROBrand alignment

A behavioural psychologist who can build the data infrastructure to test what she's claiming.

Behavioural science is full of frameworks. The reason most of them never make it into a product or a business decision is the gap between the science and the execution. Annabel was trained on both sides of that gap.

The behavioural-science side

Academic.

Ecole hôtelière de LausanneBusiness fundamentals, financial modelling, and customer experience design, from the world's top hospitality business school
First-Class BSc, PsychologyThe Open University · Focused on how behaviour meets decision-making, cognition and technology
CBHT DiplomaApplied therapeutic frameworks for understanding how people think, resist, and change
Clinical EEG DiplomaWhat brain activity tells us about how people think when buying

Combined, this is the kind of foundation most product strategists never have.

The execution side

Technical.

Distinction, Data Science with GenAILSE · K-means clustering and Random Forest to analyse consumer behaviour and develop market strategy
SQL & TableauFor turning behavioural insight into evidence your stakeholders can see
Hands-on AI prototypingTo build faster feedback loops between behavioural insight and product execution

Most people in this space are good at one half. Pattern & Proof is built on the bet that the behavioural half is the most underused tool in product thinking — and that the work compounds when both halves are run by the same person.

The honest paragraph.

She will tell you when the data says the thing you want to build is not worth building. That is the point of hiring her.

She will not run a sprint to validate a decision the founder has already made. That is performance, not research, and the work is most useful when the answer is genuinely open at the start. If the work surfaces that customers do not want what the founder is planning, she will say so plainly, in writing, in the deliverable, even where the founder would rather hear something softer.

She will not produce a 40-page report. The brief is short on purpose, because the brief is the point.

She is also writing publicly about cognition, decision-making, and how humans function in AI-saturated environments. The view that runs through that writing also runs through her commercial work: understanding the brain is the most underleveraged tool in product thinking, and most teams are leaving real value on the table by not using it.

Behavioural science, applied to the decisions that move a business.