Together, with our elite team of data scientists, engineers, and behavioural economists, we’ll propel your business into the future.


Our roster of PhD’s, advanced researchers, and market experts harness decades of experience in the academic and business sectors – offering you a uniquely collaborative and value-driven way to achieve your goals.

Rogayeh Tabrizi studied experimental particle physics at Simon Fraser University in Vancouver, and worked on the ATLAS Detector at CERN. She earned her Ph.D. in economics as a more effective way to engender positive change in the world.
Fascinated with behavioral economics, game theory, and the behavior patterns in social networks. Rogayeh saw the need for large enterprises to understand their data to connect with their customers in a meaningful and personalized way. So she founded Theory+Practice™, a company deploying AI tools in Retail and Finance to create intelligent interventions which drive value.
Nerea holds an MSc in Econometrics and Mathematical Economics from the London School of Economics and Political Sciences and a BSc in Economics from Universidad Carlos III de Madrid. She specializes in microeconomics, econometric theory, game theory and social and economic networks.

Fatemeh has a MSc and PhD in Computational Physics and a MSc in computer science specialized in Big Data from Simon Fraser University. She is experienced in various machine learning techniques including deep learning , natural language processing, recommendation systems, and computer vision.

Fateme has deep experience in data mining, macroeconomics, public finance, and financial inclusion. She holds a Master of Public Administration in International Development (MPAID) from Harvard's Kennedy School, a Ph.D. in Macroeconomics and BSc in Electrical Engineering from Sharif University of Technology.

Koushik has a Master’s in Electrical Engineering from The State University of New York at Buffalo. He is a Machine Learning Engineer with experience in Data Engineering, Computer Vision and Natural Language Processing. Koushik enjoys developing Machine Learning platforms and deploying models.

Julian is a Financial Economist with 5+ years of research experience working with big data. He combines his experience in financial markets and machine learning to analyze complex datasets and enable data-driven decision making. In addition, Julian is completing his PhD in Finance at the Sauder School of Business.

Damiano is a PhD candidate in development economics with a MRes in economics and statistics, and a MSc in behavioural economics and data science. He specializes in computational linguistics, natural language processing, neural networks, and empirical work in behavioural economics.

Tarannum holds an MASc in ECE from the University of British Columbia with a background of mathematical modelling and economic analysis of complex systems. She combines her research experience to use data-derived metrics and advanced analytics to drive evidence-based decisions. She enjoys exploring innovative and intuitive methodologies.

Ally recently graduated from the University of Toronto with an Honours Bachelor of Arts in Peace, Conflict and Justice Studies and Economics. Experienced in both quantitative and qualitative research, she is passionate about the nexus of economics, data science, and human behaviour.

Marzi has a Master’s in Operations Research from the Sauder School of Business and an MSc in Economics from Sharif University. She has 10+ years of experience in Analytics and Decision Support delivering evidence-based insights and action-oriented solutions to business problems.

Glenn is a Professor of Economics at Solvay Business School in Brussels. Combining theoretical modeling, statistical inference and large datasets, his work is at the intersection of economics, statistics and data science. Glenn has advised the European Commission and the Belgian Government.

Jozef (Joep) obtained his PhD in Economics at the London School of Economics. He is a full professor at the University of Leuven and director of the Center for Regional Economic Policy (VIVES). He is affiliated to the Graduate School of Business at Nazarbayev University, a joint venture with the Fuqua Graduate School of Business at Duke University.

Shah is a cloud native data engineer specializing in implementing end-to-end Data & MLOps solutions. For over 6+ years, he has accumulated expertise in designing resilient data infrastructure and applications for both Fortune 100 companies as well as the Government of BC.

Reza is an assistant professor of business information systems and an assistant professor of data science and business analytics at the Belk College of Business. His research interests include the economics of social media, user-generated content and healthcare information systems.

As a Strategist, Hamed works to ensure Theory+Practice has a clear pulse of the market and reinforced our culture of edge-thinking. He is an expert in mapping and architecting business processes. Hamed has a Ph.D. in Strategic Management from United International Business Schools (UIBS).

As the Junior Associate Partnerships, Tao assists the team with most aspects of partnerships. Tao's focus is on collaborating with partners to find the best ways to maximize their potential.

Tao Samis-Violini
Valerie has a BCom in Finance from the Sauder School of Business (UBC) and is a designated accountant with 10+ years of accounting experience from public practice to industry. She has worked 6+ years in the tech industry and has worked at one of Canada's Fastest-Growing Companies.

Ted 20+ years of operations and project management experience across diverse industries, including NGOs, commercial construction, tech, and finance. Ted specializes in people enablement and actively facilitates building people up to perform their best. Ted brings a special type of care and support to his role as COO.


John brings 20+ years of experience building new products and services across market research, Financial Services and Healthcare industries. These services equate to ~$2B in Company Revenue over the last 10 years supporting large brands like Wells Fargo, Lord Abbett, Samsung, Motorola, Almay, and General Mills to name a few.
John has a PhD in Applied Statistics and resides in the Kansas City area with his wife and two kids.

Don is widely known in the consumer finance industry and recognized as an industry expert – Don helped launch ground breaking credit card programs in the partnership/affinity arena (i.e General Motors, BMW, airlines, professional sports, etc…).
Don is the sole founder of CardWorks, and is currently the Chairman and Chief Executive Officer of CardWorks, Inc. the parent company of CardWorks Servicing, Merrick Bank and Carson Smithfield.

Karen has global experience, particularly in trade development and the establishment of new markets together with deep expertise in supply chain management and logistics. After serving for more than 18 years as President and CEO of the Halifax Port Authority, Karen was recently named the Interim President and CEO of Nova Scotia Health Authority (NSHA). Karen has also been appointed Deputy Minister of Priorities and Planning for the Government of Nova Scotia.
Karen has a supportive family, husband Darren and daughter Laura whom allow her to go and “get things done”.

Alex is the Chief Data Officer at a leading financial services information and research firm, where he is responsible for building, deploying and operating Enterprise Data Platform across all business units and client types.
Prior to 2019, Alex was a Managing Director and the Global Head of Data Services at BlackRock. Alex has also been a Principal in Banc of America Securities’ Fixed Income Credit Strategy group and a Senior Vice President at Lehman Brothers Fixed Income Research department.
Alex earned a MS degree in Computer Science from Hofstra University in New York.

David has devoted the last decade to building economic development leadership organizations. Most recently, he was the founding President of Invest Vancouver, Metro Vancouver’s entity providing economic policy leadership, investment attraction strategies, and cross-system collaboration on economic development priorities. David continues to serve as a Director on the Invest Vancouver Management Board.
David earned a B.S. in Philosophy from the University of Wisconsin, J.D. from American University, Cum Laude, and M.A. in Political Management (Valedictorian) from George Washington University.
Get in touch with our elite team of data scientists and behavioral economists and discover the insights you need to supercharge your business.