Meet the team

Trybes is a team of ethnographers, anthropologists, psychologists, and AI scientists working together to understand how people think, feel, and behave in real contexts.

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Alessia Clusini

CEO & Digital Ethnographer

Alessia leads Trybes’ vision, client strategy and cultural intelligence work, translating human behaviour into clear decisions for brands, products and experiences.

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Martina Faralli

Partner & Consumer Psychology Lead

Martina leads global cultural and behavioural research, bringing together psychology, ethnography and storytelling to turn human complexity into actionable strategy.

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Tomiwa Adey

Partner & AI Technology Lead

Tomiwa leads Trybes’ AI and technology strategy, applying deep technical expertise and human insight to build intelligent systems that transform behavioural data into scalable, decision-ready tools.

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Clelia Goodchild

Senior Qualitative Researcher & Ethnographer

Clelia combines ethnographic research with documentary storytelling to uncover lived realities, build trust in sensitive contexts and translate human experiences into culturally grounded insight.

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Nina Nosal

Cultural Mapper & Data Scientist

Nina maps subcultures, fandoms and online communities through digital research, data science and cultural analysis, revealing emerging behaviours and what truly matters to audiences.

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Daniela Pirani, PhD

Consumer Behaviour Researcher

Daniela applies academic expertise in consumer culture, gender, identity, sustainability and cultural branding to produce rigorous insight into complex social dynamics.

Human AI Lab

The Human AI Lab is our specialist practice for designing and applying AI around real human needs, agency and flourishing, ensuring it reflects human complexity and earns the trust to be used and returned to.

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Paul J. Zak

Neuroeconomist & Professor of Neuroscience

Paul draws on globally recognised expertise in trust, neuroeconomics and human flourishing to measure whether AI strengthens connection, psychological safety, wellbeing and real human value.

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Mel Sellick

Applied Psychologist & Human–AI Interaction Researcher

Mel translates deep expertise in psychology and human–AI behaviour into intelligent systems designed around human needs, trust and adoption.

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Anca D. Goron, PhD

AI Systems Architect & Entrepreneur

Anca brings two decades of experience designing and commercialising advanced AI systems across IoT, healthcare, smart cities and neural technologies, combining deep technical expertise with entrepreneurial execution and responsible innovation.

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Ruby Justice Thelot

Cyberethnographer & Digital Culture Researcher

Ruby investigates virtual communities, digital identity and human attachment to AI, revealing how people form meaning, trust and emotional relationships with intelligent systems.