A company built on
understanding human behavior
Our approach
Our team
Paul Harwood
Paul Harwood (Ph.D.) is a behavioral scientist, and an expert in international market and user research. He co-founded Useristics with the vision of helping businesses better understand what makes people tick.
Paul has over 20+ years of experience empowering growth through behavioral science research, for some of today’s biggest international brands, including some of the most celebrated tech unicorns. He was instrumental in the development of Useristics’ behavioral science approach to customer understanding. Paul combines the rigor of academia with business outcome driven in-market experience, as prior to his roles as Market Research Lead at Twitter and User Sentiment research at Facebook, Paul was an Associated Professor, and a Research Fellow at the Pew Internet and American Life Project.
Paul is an accomplished educator and researcher. He is the co-author of Educating the First Digital Generation (2007), has had his work published in leading academic journals, and is the recipient of several research and teaching awards, but he’s happiest when he is halfway around the world conducting market and user research.
Paul has over 20+ years of experience empowering growth through behavioral science research, for some of today’s biggest international brands, including some of the most celebrated tech unicorns. He was instrumental in the development of Useristics’ behavioral science approach to customer understanding. Paul combines the rigor of academia with business outcome driven in-market experience, as prior to his roles as Market Research Lead at Twitter and User Sentiment research at Facebook, Paul was an Associated Professor, and a Research Fellow at the Pew Internet and American Life Project.
Paul is an accomplished educator and researcher. He is the co-author of Educating the First Digital Generation (2007), has had his work published in leading academic journals, and is the recipient of several research and teaching awards, but he’s happiest when he is halfway around the world conducting market and user research.
Tina Nayak
Tina Nayak is CEO and co-founder of Useristics. She is an international growth, product marketing, and brand expert for tech startups. She has 15 years of experience scaling businesses and teams based on proven marketing and execution frameworks in India, the EU and US. She’s worked in senior marketing and growth roles at Babbel and Preply in the EU and Twitter and Rentomojo in India. She has a strong focus on building data-driven marketing and growth teams. She founded and sold her first startup in 2013.
Tina works with ambitious leaders and their teams to bring together a strategic approach to solving growth problems across a variety of business models, such as Ed-tech marketplaces, subscription, sharing economy, and e-commerce, as well as mobile-first markets like India. She’s a startup person at heart and enjoys mentoring other founders at Techstars Berlin and Berlin Founders Fund.
Nishad Ramachandran
Nishad Ramachandran has been one of the early adopters in data-led marketing in India. Over three decades he has mastered the art of combining creativity and technology to drive business impact.
In his career he has worked with prestigious clients like HSBC, Asian Paints, Cadbury, Hyundai, Mahindra Auto, Manipal Hospitals, Axis Bank, Kotak Mahindra Bank, Raymond, Shoppers Stop, Walt Disney India, Kissan Foods, Kwality Walls, TNT Worldwide, Landmark Group, Club Mahindra Holidays, Spicejet Airlines.
Nishad has served as a jury member at the Cannes Festival of Creativity and has been honored as India’s best boss at the Times Jobs Annual Leadership Awards.
Key markets we have experience in
Testimonials
“I initially hired Paul Harwood to help transition our Customer Insights team from telesales specialists to user researchers providing training on qualitative and quantitative methods but this grew into a broader knowledge share role as part of our company-wide promotion of iterative learning. Paul helped us better understand our users and core markets, and instilled an appreciation of the importance of listening to our customer’s voice.
I saw an immediate impact on the Customer Insights team’s performance in delivering high quality insights that were actionable for our product and marketing teams. Moreover, all Preply teams became more hands-on in terms of customer development. Today, Preplys' development and growth is much more human-centered. We wholeheartedly recommend Paul Harwood to everyone we know."
I saw an immediate impact on the Customer Insights team’s performance in delivering high quality insights that were actionable for our product and marketing teams. Moreover, all Preply teams became more hands-on in terms of customer development. Today, Preplys' development and growth is much more human-centered. We wholeheartedly recommend Paul Harwood to everyone we know."
“Tina truly created our marketing strategy from scratch. As an accomplished Marketing professional, she led the development and execution of our marketing programs, PR, lead management, and all operations around marketing all independently. Tina is a great manager, her team has been the happiest and most cohesive at the company. I would love to work with Tina again in the future."
"If you have an idea that you really believe in please gather your thoughts, assemble the best deck you can then immediately start iterating on it with Useristics. Paul and Tina helped look at our plan from various perspectives and approaches then really clarify the value we're adding to the world. The clarity has really motivated me to press on and has transformed it into a fundable business."
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