The research and methodology behind BDF draws on decades of work in decision science and real boardroom experience. It is brought to market and built by a team combining commercialisation expertise and product development experience.
Professor of Marketing, Massey University
Malcolm has spent much of his career studying how people make decisions — and observing how those decisions unfold in organisations. He is Professor of Marketing at Massey University, a Fellow of the Australian and New Zealand Marketing Academy, and holds the MSA Charitable Trust Chair in Marketing.
His research spans marketing science, psychology, and neuroscience, with collaborations at institutions including the Ehrenberg-Bass Institute for Marketing Science, the Southampton Marine and Maritime Institute, and Harvard Medical School. This work examines how human information processing, judgement, and choice operate in complex real-world environments.
Alongside his academic work, Malcolm has extensive experience in senior decision forums. He has served on corporate boards, advisory groups, and major project boards, including a decade chairing the Ehrenberg-Bass Institute Advisory Board and serving as a director of Robert Jones Holdings.
Commercialisation & Behavioural Research
Dan works at the intersection of research, public engagement, and commercialisation. His work focuses on how people form judgements about complex and unfamiliar technologies, and how organisations can make better decisions in environments where evidence, uncertainty, and public perception all matter.
Dan completed his PhD at Massey University, applying marketing and behavioural research methods to understand public responses to emerging decarbonisation technologies. His work was placed on the prestigious Dean's List of exceptional theses, with results published in journals including Climatic Change, Public Understanding of Science, and Environment, Development and Sustainability.
Alongside his research, Dan works in the commercialisation ecosystem at Massey University, helping translate research and innovation into practical outcomes. His work sits at the interface between academic insight, real-world decision-making, and emerging technologies.
Commercialisation Manager, Massey Ventures
Ella is Commercialisation Manager at Massey Ventures, the technology transfer office for Massey University, where she manages a portfolio spanning health, agritech, and animal welfare. Her work focuses on connecting research with commercial partners and investors, and on structuring licensing and deal frameworks that create durable value.
In 2024 Ella undertook an international secondment to Louisiana State University's Innovation Park, connecting with over 50 technology transfer offices across the United States to develop expertise in licensing strategy and deal structuring. She sits on the Manawatū Momentum Investment Committee and is involved in developing the next generation of commercialisation leaders through Nexus and Chiasma Manawatū.
Product & Technical Lead
Brad is a product manager and software developer with a track record building and launching products across multiple New Zealand startups. He is the founder of Storkk, a CPD compliance software company that partnered with LexisNexis and the New Zealand Bar Association to deliver professional development solutions for the legal sector.
His approach to product development is grounded in lean methodology and deep customer research — prioritising validated market understanding over speculative build. He leads the technical development of the BDF platform.
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