Louis Grove

Overview

Mixed methods user experience researcher with 7+ years generating insight into user attitudes, behaviours and motivations, and turning it into product, pricing and market-entry decisions. Currently at Cleo AI, researching an AI-powered conversational product, where I own the research agenda for product discovery, experience, pricing and expansion, partnering daily with product, design, data science and commercial teams.

My methods span in-depth interviews, usability testing and jobs-to-be-done on the qualitative side, with survey design, conjoint, segmentation and inferential statistics on the quantitative side. I integrate large-scale behavioural and transaction data with attitudinal research to build a complete picture of user experience. I write my own Python and SQL for reproducible analysis, and I build the AI tooling my research practice runs on, with evaluation, telemetry and data governance designed in from the start.

Selected projects

AI-augmented research practice: an evaluation system for an internal library of agentic workflows, a perimeter-deployed Slack research assistant with human-in-the-loop fallback and full telemetry, and a reinforcement learning agent built as a personal project. See portfolio for Smart Skills Platform, User Research Slack Helper, and the Inscryption RL agent project details.

Work experience

Cleo AI Ltd, London

AI-powered personal finance assistant (~500 person team, $150m+ ARR). Chat-based conversational money management, budgeting, credit-building and salary-advance products for Gen Z users.

Senior User Researcher, August 2025 to present

Own the research strategy for discovery, pricing and proposition initiatives on an AI-native conversational product: setting the agenda with senior stakeholders, framing the questions that matter most, matching method to question, and driving recommendations, with explicit trade-offs and confidence levels, through to product and roadmap decisions.
Led the mixed-methods research programme behind Cleo's UK market entry: qualitative work on local money behaviours, needs and adoption barriers; quantitative validation of the entry proposition; ongoing in-market research supporting product development.
Led pricing and willingness-to-pay research for the US earned wage access product, designing and self-coding the choice-based conjoint and Gabor-Granger analyses in Python across 20,000-respondent samples. Findings reset subscription tiers and usage costs, with an estimated +15% projected ARR impact.
Integrated large-scale behavioural data with attitudinal research: developed a framework describing user behaviour through overlapping financial constraints, built from transaction-spend patterns combined with jobs-to-be-done interviews. Adopted as the shared mental model across product, design, data science, marketing and commercial for market sizing, audience prioritisation and personalisation.
Owned user and market research for the Series D fundraise, synthesising ambiguous and sometimes conflicting evidence on motivations, triggers and barriers to AI-tool adoption into the narrative behind the company's product and AI strategy in investor materials.
Built AI tooling to streamline research workflows (detailed above under Projects): an evaluation and curation system for agentic research workflows, and a Slack research assistant with human-in-the-loop fallback, anonymisation before ingest and GDPR-aligned data handling. Both raised analysis and synthesis throughput while keeping research ethics and governance intact.

Myenergi Ltd, London / Remote

Smart renewable-energy hardware manufacturer (~400 employees, 500k+ products shipped). Network-connected EV chargers and energy management systems across UK, EU and AU markets.

Group Customer Insight and Experience Lead, April 2024 to August 2025

Joined as Customer Insight Analyst in March 2021; promoted four times through senior analyst and manager roles to group-level lead.

Directed mixed-methods research across UK, EU and AU markets, navigating meaningful cultural and market differences in energy behaviours, purchase channels and regulation, and integrating findings into strategic objectives across product, UX and growth.
Informed market-entry sequencing and proposition decisions for new territories, combining geospatial analysis in QGIS with self-coded K-Means and PCA segmentation to size and locate target audiences, and presenting findings and trade-offs directly to executive teams.
Built the customer experience measurement framework adopted across all three regions, anchored on end-to-end journey maps covering installer, homeowner and energy-management user types, alongside self-serve Power BI dashboards used across the business.

Kantar, London

Category Analyst, September 2019 to March 2021. Managed consumer panel analytics and a client budget of over $300,000 across ten FMCG brands; presented quarterly findings to C-suite client teams.

IFF Research, London

Researcher, November 2018 to September 2019. Quantitative and qualitative research for government clients, including the Department for Work and Pensions.

Education

Le Wagon— Data Science & AI Bootcamp (400 hours), May 2026 to November 2026 (in progress). Statistical inference, hypothesis testing and multivariate regression; machine learning with scikit-learn and XGBoost; deep learning including transformer architecture, RAG pipelines and LLM fine-tuning; AI ethics and explainability with SHAP; Python, SQL, BigQuery.

SOAS, University of London — MA, Social Anthropology (2019). Focus: how social systems, cultures and group structures change over time.

University of Exeter — BSc, Evolutionary Biology (2017). Focus: how biological systems adapt and evolve under selection pressure.

Skills

Qualitative research — In-depth interviews · Jobs-to-be-done · Journey mapping · Moderated and unmoderated usability testing · Thematic analysis and synthesis · Workshop facilitation · Agency and specialist-partner management

Quantitative research — Survey design · Hypothesis testing and inferential statistics · Choice-based conjoint · Gabor-Granger · Van Westendorp · Latent Class, K-Means and PCA segmentation · Audience and market sizing · Regression, factor and correspondence analysis

Analysis code and data — Reproducible analysis in Python (pandas, statsmodels, scikit-learn) and R · SQL on the production data warehouse (Amazon Redshift) · QGIS geospatial analysis · Power BI, Mode, Count · Qualtrics

AI-augmented research — Daily use of Claude Code and Cursor · Prompt and context engineering · MCP server development · Evaluation harnesses for agentic workflows · Human-in-the-loop, anonymisation and data-governance patterns · Responsible and ethical AI practice in research

Communication — Translating ambiguous, conflicting findings into clear narratives and recommendations · Data visualisation · Executive presentations · Constructive challenge of senior cross-functional stakeholders

References

Available on request.