James West

James West

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Senior Consultant, trainer and facilitator

Senior Consultant, trainer and facilitator

James West is an experienced international consultant and speaker, specialising in the application of behavioural economics, process improvement, and project and stakeholder management.

James started his career as a trainer and consultant with Price Waterhouse Coopers involved in large scale change work in the Department of Work and Pensions. Later he moved to Capita, the UK’s largest outsourcing provider, as a senior consultant, programme manager and director on large scale change interventions in the National Health Service, 2011 Census, and TV Licensing.

Searching for a more evidence-based approach to change management and customer service he was inspired by the newly emerging field of “nudge theory” and joined the consultancy of the social psychologist Robert Cialdini. His consultancy work includes a wide range of experience applying psychological insights in the public sector, charity sector, finance and customer service environments. His work has also appeared in the New York Times bestselling book “The Small Big”.

James has the passion, enthusiasm and knowledge to enable organisations to uncover the powerful forces that go into human decision making. Through workshops, action learning sets and creative simulations he enables staff to utilise the psychology of influence to improve operations and enable their customers to make better decisions.


  • Head of Behavioural Insights Money Advice Service
  • Director of Training 2011 Census
  • Director of Transformation TV Licensing
  • Cited in NYT bestselling book “The Small Big”


  • Behavioural Economics and Choice Architecture
  • Project and Programme management
  • Instructional design
  • Learning and organisational development
  • Lean transformation


  • BA Degree in Psychology
  • BBus Degree in Human Resource Management
  • Cialdini Method Certified Trainer (CMCT)
  • Diploma in Cognitive Therapy
  • Prince 2 Practitioner