Professor Tatiana Sokolova is an associate professor at the University of Tilburg and has a PhD in marketing. Her research interests lie in consumer research and specifically consumer cognition and judgement with regard to sustainable behaviour, product packaging, and product price.

Zoia Tarasova is a behavioural analyst at Canvas8. With a background in social anthropology (MPhil and PhD), she has worked with a wide range of people, from British housewives to animal herders in remote Siberian villages. Zoia has a passion for ethnographic research and believes in empathy as its primary method. She spends her spare time collecting shells on beaches, finger painting, and taking care of her plants.