Andrew Smith, Professor of Consumer Behaviour and Analytics, is the Founding Director of the N/ LAB at Nottingham University Business School.

Evgeniya Lukinova is Assistant Professor in Behavioural Analytics at the N/LAB, University of Nottingham.

John Harvey is Associate Professor based in the N/LAB at the University of Nottingham.

Gavin Smith is Associate Professor at the University of Nottingham, where he is the Data Science Lead within the N/ LAB.

Roberto Mansilla is Assistant Professor of Social Data Science at the N/ LAB at the University of Nottingham.

James Goulding is a professor of data science and the current Director of the N/ LAB at the University of Nottingham.

Georgiana Nica-Avram is Assistant Professor in Business Analytics in the N/LAB.