We are scientists delivering practical and scalable insights
Suluk, which means "behavior" in Arabic, reflects our commitment to understanding how humans make decisions. Inspired by Saudi Arabia’s Vision 2030, we aim to establish the Kingdom and the Middle East as a hub for research excellence in behavioral science and advanced analytics.​
​
Suluk represents the natural evolution of traditional behavioral science methods in the era of advanced analytics. Our team has an outstanding track record in applying behavioral science across both private sector and public policy initiatives. We are now on a mission to revolutionize how we understand and solve behavioral challenges leveraging the latest advances in AI.
Leadership team
Co-Founder & Chief Executive Officer
Nafa Ben Haddej
Quantitative behavioral economist with more than a decade of experience recently serving as senior advisor in behavioral economics to the government of Saudi Arabia. He held other advisory roles with the World Bank and large multinational organisations and was a senior researcher at the United Kingdom’s Financial Conduct Authority and NatWest Bank in London. He holds an MSc Degree in Behavioural and Economic Science from the University of Warwick and a Bachelor’s degree in Economics from the University of Maryland College Park.
Co-Founder & Director of Behavioral AI
Alexandra Chesterfield
Two decades of behavioral science leadership, from government policy teams to the Senior Leadership Team at NatWest Group, the UK's largest business and commercial bank. Built and scaled world-class behavioral science capabilities across public and private sectors, with work featured in Forbes. Co-author of bestselling "Poles Apart" (2021), now taught as a course at Cambridge University. MSc in Cognitive & Decision Science from UCL (University College London). PhD researcher at London School of Economics, working at the intersection of psychology and AI.
Our affiliates
We work with some of the leading behavioral science practioners in the region and the world
Dr Ali Alhakami
Dr. Ali Alhakami is a seasoned professional and distinguished behavioral scientist with a Ph.D. in Psychology from the University of Oregon, specializing in judgment and decision-making and risk perception. His research interests and extensive background encompass educational reform, assessment and evaluation, organizational/industrial psychology, and wellness and happiness in educational and professional settings. His foundational research on the affect heuristic and the inverse relationship between perceived risk and benefit has been published in respected journals like the Journal of Behavioral Decision Making and Risk Analysis.
Beyond his academic contributions, he served as the CEO of Tatweer Company for Educational Services and as Deputy Minister for Educational Development at the Saudi Ministry of Education, where he led large-scale national educational reform programs and spearheaded the development of the Saudi K-12 strategy as well as establishing the General Directorate of Measurement and Evaluation and coordinating Saudi Arabia's participation in the TIMSS 2003 study. Furthermore, his influence extends globally through his work as a consultant for prestigious international organizations. He has collaborated with UNESCO as a report writer for the Education for All indicators and with UNICEF on quality education program.
Saud Alrakhayes
Saud Alrakhayes is a behavioural science and social marketing practitioner with over a decade of experience driving behaviour change across the public, private, and non-profit sectors in the MENA region through his strategy house, The Behaviour Change, and various regional partners.
He is a Short-Term Consultant with the World Bank’s Mind, Behaviour, and Development Unit (eMBeD), where he has contributed to labour market reform in Kuwait through behavioural diagnostics and interventions, alongside capacity-building initiatives across the region. Saud has collaborated with regional stakeholders on a wide range of social issues, including parental behaviors, water demand management, and smoking cessation in Jordan; housing sector development and breast cancer screening in Saudi Arabia; social protection schemes and tax policy in Oman; as well as multiple social sectors in Kuwait and the wider region.
A graduate of Melbourne Business School, Saud holds a dual MBA/Master of Marketing and was awarded the John Clemenger Memorial Scholarship for leadership and impact. He has presented on global stages, including the World Social Marketing Conference in Scotland, and has served on the board of the International Social Marketing Association.
Imen Ghedhioui
Imen Ghedhioui is a non-resident fellow with Professor Bruderlein at the Harvard John A. Paulson School of Engineering and Applied Sciences currently working with the research team at Harvard University commissioned to build a prototype for an AI-assisted negotiation Simulator. Imen has previously served as a digital transformation expert at the United Nations University -Operating Unit on Policy-Driven Electronic Governance (UNU-EGOV), Guimaraes, Portugal office. Prior, to this role she advised the Cabinet Office of the Ministry of Technology on the digital transformation agenda, leading the E-gov component in partnership with the Presidency of the government office. She contributed to the final policy brief to the G20 (2021-Italian Presidency) on applying behavioral science to accelerate digital transformation for post-COVID recovery.
Imen holds a MSc in Public Administration (MPA) from Harvard University.
Dr Saud Alomairah
Dr. Saud Alomairah is a Postdoctoral Fellow at the Johns Hopkins Bloomberg School of Public Health, Department of Mental Health. He holds a PhD in Public Health and Epidemiology from the University of Copenhagen in Denmark, where he contributed extensively a physical behavior randomized controlled trial, and a master of public health from Loma Linda University in the US.
His research focuses on designing, implementing, and evaluating behavior change interventions promoting healthy physical and digital behaviors. Dr. Alomairah is currently spearheading a national digital well-being initiative in Saudi Arabia, integrating epidemiological surveys, stakeholder engagement, and intervention mapping to inform school- and family-based randomized controlled trial tailored to the Saudi community.
He has a rigorous track record of scientific work, with over fifteen peer-reviewed publications in high-impact journals.
Prior to his academic career, Dr. Alomairah served at the Saudi Food and Drug Authority for more than 8 years, where he played a central role in policymaking, regulation, and implementation of national initiatives. His expertise lies in randomized controlled trials, wearable technology analytics, and the design of culturally adapted digital health interventions. With his cross-continental experience across Saudi Arabia, Denmark, and the United States, he is committed to advancing behavioral science to address emerging challenges in Saudi and beyond.