About AQS™

The science of
adoption.

AQS™ was born from a simple realization: AI adoption is a human challenge, not a technological one. We bring the rigour of behavioural science to the front lines of digital transformation.

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The people behind AQS™

Founded by leaders in behavioural science and analytics, we bridge the gap between human psychology and technological potential.

Guy Champniss, Ph.D. MBA

Managing Partner

Guy is an experienced behavioural science consulting lead and educator. Projects involve the application of behavioural insights across innovation, organisational change, new product and service design, and business transformation.

Projects have been recognised with awards for innovation in learning and development, business transformation and market transformation. Project partners include Unilever, Microsoft, Roche, AZ, Rolls Royce and Sanofi.

Guy is increasingly involved in understanding the psychology of AI use in the workplace to support leadership teams in developing AI engagement strategies that focus on the quality of human-technology interaction.

He has international leadership experience across global agency group, PE-backed consulting, and VC-backed startup environments. Guy has advised the UK Government on energy transition policy and provided specialist support on determining international aid programme effectiveness.

As an educator, Guy is a long-standing visiting professor with IE Business school and collaborates with Headspring (a joint venture between IE & FT). His research in applied social psychology has been published in leading journals including Harvard Business Review.

Key Strengths

Strategic Growth Applied Behavioural Insights Sustainable Innovation Product Design Experience Design Organisational Change Research Design Sustainable Behaviour Scientific Leadership Business Transformation

Andy Tope MSc, MBPsS, GAABS

Partner & Data Science Lead

Experienced Global Consumer Insights & Analytics leader, trained Psychologist and Applied Behavioural Data Scientist with a passion for human behaviour, data analytics and transformation.

Andy has a highly successful record in data driven insights-to-action across developed and developing markets. He is an expert in applying behavioral science for competitive advantage and a highly skilled team builder and leader.

His work focuses on the intersection of human psychology and data science, ensuring that AI integration is not just technically sound, but psychologically aligned with user behaviour and organizational goals.

Specialities

AI and ML for consumer insights Behavioral data analytics Data science Behavioral change Mixed methods research Consumer futures Foresight thinking Consumer journey understanding Intervention design Habit formation AI Integration Digital Strategy

Let’s bridge the gap together.

Whether you are just starting your AI journey or looking to optimize existing adoption, our team is here to help.

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