About Data.
Driven to Find

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


Meet The Team

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, PhD

Co-Founder / CEO

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, and seeing the need for corporations to understand their data to better serve their customers, Rogayeh co-founded theory+practice™.

Milad has a PhD in Economics from the London School of Economics. He is experienced in various machine learning techniques including deep learning for image and natural language processing, active learning and recommendation systems.


Milad Shahidi​, PhD

Data Scientist

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.


Nerea Ruiz de Gauna​

Data Scientist

Pouya holds a PhD in mechanical engineering, with a focus on probabilistic modeling of power systems, reliability analysis, and systems reductions. He recently led a reliability analysis of the entire British Columbia power system for the BC Hydro Energy Planning Department.


Pouya Amid, PhD

Senior Associate

Troy is a data scientist with a background in clinical data analysis and risk assessment. Using his 10+ years experience in the life sciences at BioMarin Pharmaceutical and Harvard Medical School, Troy leverages his scientific acumen to build meaningful data science projects that span industries.


Troy Tompkins​

Data Scientist

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.


Glen Magerman​, PhD

Senior Associate

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.


Reza Mousavi​, PhD

Senior Associate

Lucas is a seasoned technical and software sales professional with 10+ years of experience. He has a proven record of helping start-ups go from localized arenas to selling enterprise-level services and software in international markets.


Lucas Schroeder

Sales Director​

Soroush has extensive experience developing procedures to managing complex projects and teams for emerging tech companies. He holds a MSc degree in Mechatronics from Simon Fraser University and has a background in electro-mechanical design, robotics, and biomedical engineering.


Soroush Sefidkar​

Program Manager​

Ted has over two decades of operational and project management experience across a wide range of business sectors, including the finance, hospitality, NGO, and commercial construction industries, with budgets ranging from $100K to $100M.


Ted Violini​

Co-Founder / COO

Zoltan is a specialist in scalable IT infra-structures, DevOps, and business-oriented software systems. During the last 15 years he has delivered production architecture and automated systems to major Telecom, Media, and Banking.


Zoltan Whitney

Chief Data Architect

Talia is a talented triple threat performing artist. she founded Uetra Music Academy in 2019 and frequently performs within the city. As an Executive Assistant to our CEO, Talia is instrumental to many aspects of TAP' operations including lead generation, sales, and documentation.


Talia Udsen

Executive Assistant

Len Zapalowski


Len has extensive C-level business experience in IT, communications, robotics, electronics, and life sciences. He has an exceptional ability to conceive and implement transformative business, technology, product and marketing strategies. He has an impressive record in discovering new markets, driving new revenue streams and successfully positioning companies for acquisition. 

Len is a team builder with strong global networks in the entrepreneurial and technology communities and has been a key participant in six successful exits, including some of the largest in B.C. technology sector.


Peter Smiechowski


Peter brings over 20 years of capital markets and entrepreneurial experience. He started trading options for a large Canadian bank-owned dealer and became the head trader of a multi-strategy hedge fund with a global focus. He went on to head the institutional sales effort for Europe and Australia with a focus on selling Canadian equities. Within this role, he gained significant experience in raising capital for emerging companies across the capital structure and agnostic to the sector. Most recently, Peter ran a merchant bank alongside technology innovators and thought leaders.

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