Leadership Team

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

Our leadership team is 'cognitively optimized.'

There IS a secret to a truly optimal team – to provide truly complete understanding for your business. It involves not just uniquely-smart people, but a complementary team that spans the continuum from a deductive, analytical thinking style, to the inductive, exploratory orientation (the science term is ‘neural diversity’ which is assessed via our own neuropsych thinking style assessment completed by each Alpha-Diver team member – profiles depicted below each bio). We’ve applied this secret to build an optimal set of perspectives across our team.

Hunter Main
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.

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Sigi Main
T. Sigi Hale, PhD
Principal Neuroscientist, 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.

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Mary Main
Mary Mathes, MA
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.

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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.

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Bethany Merillat, MS, MEd
Research Operations Manager, JDM Psychologist

Bethany oversees our study fielding and sample quality assurance. As a JDM (Judgment & Decision-Making) psychologist, she guides the application of established heuristics (aka decision shortcuts) to our data findings to enable unexpected paths to driving real-life behaviors.

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AD Web Photo
Oliver Hellewell, MBA
Client Success Manager

Oliver oversees our syndicated data and content creation, providing rich insights to the industry, ushering new clients into our approach and process, and ensuring our long-standing client partners continually find fresh perspective and value from our ongoing data program.

Oliver brain

Our Digs

Happy to show you around. Just click an image to start the quick tour.