Professor Irfaan Arif is an experienced behavioural scientist with nearly 20 years of experience, applying behavioural science to organisational change, improving customer experience, product design, and creating sustainable behaviours. He leads Develop Minds, an organisational change consultancy, and Behaviour Labs, a behavioural science agency. His consultancy work uniquely blends these disciplines to drive culture change and enhance organisational capability across various sectors.

Irfaan's approach is deeply rooted in academic research, drawing from psychology, neuroscience, sociology, economics, and behavioural science. His philosophy for behaviour change focuses on breaking down large problems into smaller, manageable parts and integrating experimentation into the workplace, enabling practical and sustained improvements.