John began his career in creative qualitative research at Cooper Research and Marketing (CRAM), later holding senior management positions at TNS. His PhD thesis at Imperial College, London was based on intensive interviews with unemployed professional and managers exploring and measuring the psychological consequences of unemployment.
He has continued to pursue his interest in the study of emotions during his market research career, capturing on video, analysing and labelling non-verbal signs of emotion.
He uses a number of AI applications to speed the process of selecting and editing video clips and creating transcripts and translations.
John has developed the use of Claude 3.5 Sonnet, specifically for the qualitative analysis and reporting process, using real data from a study conducted in 2023.

Ingrid is a trained psychotherapist and counsellor who began her career in acting and Swedish translation. She worked with John to develop the app and iBooks and has extensive experience in coding non-verbal cues, including with children as young as three years old.