Matt Lynch

Matt is a business anthropologist and entrepreneur with experience across start-up, corporate and agency environments. He is the co-founder of Big Sofa Technologies, an AI firm that extracts behavioural data from video for global brands. He has worked in and for blue chips in Financial Services, Technology, FMCG, Automotive and across Central Government.

Matt’s interests span Entrepreneurship, Technology and Organisational Psychology. He draws on his recent experience of starting up and scaling a technology business, along with his previous career designing and delivering change initiatives for the likes of Volkswagen, BT, Barclays and Unilever.

Across domains, Matt is interested in the impact of context and culture on individuals and teams, and the interplay between self-concept and role behaviour. Increasingly, his work looks at the tensions between techno-capitalism (automation, data, agility, scale) and human values (ethics, culture, collaboration, sustainable delivery).

Alongside his commitments at Big Sofa, Matt advises organisations on Change and works with Pearson on Entrepreneurship and Technology. He holds Masters degrees from Oxford University and Birkbeck, University of London.

Area of interest

  • Entrepreneurship
  • Organisational behaviour
  • Technology adoption
  • Behavioural science