About

The question

Most of my research asks how people make decisions when technology is involved: what they share, whom they trust, and what they still do for themselves. I study it in consumers, in organisations and in young people, whose judgement is still developing.

The road here

I trained first in marketing, at ISCAP in Porto, and then in consumer analytics and marketing strategy at the University of Leeds. My PhD, at the School of Management of the University of St Andrews, looked at cyclists in Milton Keynes who were asked by their council to share their commuting data in exchange for loosely defined civic benefits, and at how they weighed the risks.

Two years as a postdoctoral researcher at Erasmus University Rotterdam followed, on four European projects about digitalisation, privacy and AI in buildings and cities, and from 2022 to 2024 I was an Affiliate Scholar of the Information Law Institute at New York University. Since 2017 I have taught management, marketing, strategy and AI in business at six universities in four countries.

The psychology came from working with young people. From 2019 I worked directly with children, teenagers and young adults, and in 2024 I completed a second master’s, in health psychology at Strathclyde. Seeing a teenager get through a difficult period and come out of it more confident is still the part of the work I enjoy most.

Why the book is about teenagers

The teenagers I talk to know more about cookies, trackers and dark patterns than most of the adults I interviewed for my PhD. What they cannot yet do, however bright they are, is see where a decision leads several years on, and generative AI now offers to make many of those decisions for them. An adult who uses AI to draft a text already knows how to write one. A fifteen-year-old may never learn, and the cost may only become visible years later.

Leadership

Since 2020 I have been chief operating officer and a partner at A&J Group, and headmaster of A&J School, which received The King’s Award for Enterprise in 2024. Since 2025 I have also led AI adoption projects in companies. Running a business has changed how I approach research on decision-making, because I now make those decisions myself, on deadlines and with other people’s jobs depending on them.

Families

I see a few families privately each year, always through someone they already know. The conversation usually starts with a phone or a school, and we work out together what is actually going on.

Writing

I mostly write long essays on what happens to people’s thinking when software starts doing part of it. They are collected in the journal on this site. The peer-reviewed work appears in Human–Computer Interaction, Computer Supported Cooperative Work, Frontiers in Developmental Psychology, the Proceedings of the ACM on Human-Computer Interaction, Surveillance & Society and Studies in Higher Education. My first book, Coming of Age in the AI Era, is finished and with publishers.

Where to find me

I live between London, Porto and Geneva. The contact form comes straight to me, and I read everything myself.

Teaching

I have taught in English since 2017: marketing, strategy, management, research methods, privacy and digital ethics, and AI in business, at the University of St Andrews, Erasmus University Rotterdam, Leiden University, Vilnius University, the University of Minho and Lusíada University of Porto. At Erasmus, students rated clarity of explanation and helpfulness at 5.7 out of 6; at Vilnius, where I coordinated the Management module, 84.6 per cent of the cohort chose the highest category for clear assessment criteria. The full evaluation reports are available on request, and a current CV is below.

Teaching: posts and evaluations

Download the CV (PDF) · Current academic CV, PDF, under 1 MB. Updated October 2026.