About Alpha-Diver: Where Science Meets Strategy

A neuroscientist, former national security analyst, and recovering ethnographer walk into a bar…

Our Mission

Alpha-Diver was launched in 2011 with the vision of creating the more fact-based, scientific approach to insights and strategy. Backed by consumer psychology and predictive analytics, we’re trusted by the largest brands in the world to drive double-digit growth.

Our Story

Over the past 14+ years, we’ve merged the worlds of consulting, market research, and academia to create the new way of understanding consumer choices and behavior. In 2018, we launched our proprietary database, proven to arm our clients with the ability to reliably drive Interest & Action in the marketplace.

Our leadership team, and the three elements that arm our clients for victory:

Human Psychology + Predictive Statistical Power + World Class Strategic Expertise

T. Sigi Hale, PhD

VP, Director of Research

Sigi created our proprietary decision-science measure and database. He leads our neuroscience team in designing research, collecting rich data, and revealing newfound truths via our proprietary framework and analytics platform.

Mary Mathes, MA

VP, Director of Data Insights

Mary leads our team translating potent data findings into simple, fun, transmittable stories that take hold and enable immediate, and lasting action in driving consumer and shopper decisions.

Hunter Thurman

Founder & President

Hunter started the company in 2011 with the goal of creating the more fact-based, scientific approach to insights and strategy. He leads our consulting practice working with world class brands, leaders, and shopper teams to drive big-time results in the marketplace.

Bill Godsil, PhD

Neuro & Data Scientist

Bill is the architect, maestro, and data wizard overseeing our proprietary, AI-integrated analytics platform. He’s an expert in advanced psychological & data analytics, natural language processing technologies, and data quality assurance.

Bethany Merillat, MS, MEd

Research Operations Manager, JDM Psychologist

With dual master’s degrees in Judgment and Decision-Making Psychology (MS) and Curriculum and Instruction (MEd), Bethany leverages her expertise to guide clients in making informed, data-driven decisions for brand growth. Passionate about the intersection of psychology and business, she transforms insights from Judgment and Decision Making (JDM) research into actionable strategies, enabling clients to confidently navigate the complexities of the market and achieve sustainable brand success.

*We’re proud to showcase a few key members of our dedicated team here! These are just a handful of the talented and passionate individuals who work tirelessly behind the scenes to bring our vision to life. While we couldn’t include everyone here, each and every one of our team members contributes their unique skills and perspectives to our shared mission.

“Having worked with A-D for over a decade I can attest that partnering with them has been a game-changer for business outcomes. Their ability to apply behavioral and neuroscience insights in such a practical yet transformative way has helped to tackle some of the business’s toughest challenges. They have a knack for making complex ideas feel clear and actionable. Beyond their expertise, they’re incredible partners—collaborative, strategic, and genuinely invested in their client’s success.”

– Fortune 100 Global Leader in Insights / Behavioral Science

Rooted in History, Thriving in Innovation

While our team spans from the U.S. Midwest, to New York, to Paris, we’re based in the global marketing hub of Cincinnati. Constructed in 1909 in the historic East End, our building once housed a drugstore and neighborhood grocery, along with a Masonic Lodge. In 2014, we did an extensive restoration of the space to create our home base.

Alpha-Diver by the numbers

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About Alpha-Diver: Where Science Meets Strategy

Our Mission

Our Story