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Personal profile



Helen was selected twice to participate for EPSRC sandpits. The first, chosen as one of twenty five from one hundred and fifty applicants to participate in the December 2010, Transport Grand Challenge: Travel Behaviour, Habits and Practice Sandpit. As a result of the sandpit Helen was part of the top-rated multi-institutional Disruption Project. The second was an experimental version of the sandpit process, which instead of being run in a face-to-face environment was facilitated digitally within a virtual world. Helen was selected as one of sixteen from eighty five applicants to attend in July 2012 the creativity greenhouse entitled, Sustainable Society: Achieving work-life balance in a digitally dependent world. This resulted in top-rated 2 year Digital Brain Switch project.

She then went onto lead the Inclusive Supply Chain work package as part of The Open University’s International Development and Inclusive Innovation strategic research area (SRA). 


Area of Expertise:


My area of expertise is in social marketing to understand consumer behaviours and the development of interventions.

Research Interests

Novel and innovative data collection techniques; The use of technological interventions to support behaviour change; Behaviour change communication techniques and social marketing to encourage sustainable behaviour; Altering personal consumption practices through behaviour change to reduce the impact on the environment

Vision Statement

I am inspired by the realisation that we need to reduce our impact on the environment to help manage the finite resources. Traditionally the solution has been to tackle these problems with top-down large scale, often technological solutions, rather than looking to the individual to make small changes that cumulatively could have substantial impacts. Harnessing the power of small scale change I see as an important way to bring about change.

Education/Academic qualification

Doctorate, Open University

1 Oct 200612 Dec 2009

Degree, Open University

1 Feb 198815 Oct 2005

Postgraduate Diploma, Open University

1 Feb 199915 Oct 2002

External positions

Visiting Research Fellow, Open University

30 Nov 201728 Feb 2020

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2008 2018

Community Energy: A new democratised energy system?

Roby, H. & Dibb, S. 18 Sep 2018 BIEE Consumers at the Heart of the Energy System Conference.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

District heating
Wind turbines

Community Energy: Transitioning to a new democratised energy system

Roby, H. & Dibb, S. 12 Jun 2018

Research output: Contribution to conferencePaper

Participant-led video diaries

Whiting, R., Roby, H., Symon, G. & Chamakiotis, P. 2018 Unconventional Methodology in Organization and Management Research. Bryman, A. & Buchanan, D. (eds.). Oxford: Oxford University Press

Research output: Chapter in Book/Report/Conference proceedingChapter

Powering Community Energy Through More Effective Segmentation Practice

Dibb, S. & Roby, H. 1 Mar 2018 In : Social Business. 8, 1, p. 3-12 10 p.

Research output: Contribution to journalArticle

public sector

Energy Price Capping: Do We Need It?

Roby, H. 24 Oct 2017 Coventry University Research Blog

Research output: Other contribution

Open Access

Activities 2016 2017

  • 2 Visiting an external academic institution
  • 1 Participation in conference

British Academy of Management Conference 2017

Dadd, D. (Participant), Roby, H. (Participant)
6 Sep 2017

Activity: Participation in conference

Open University

Roby, H. (Supervisor)
Feb 2017Feb 2020

Activity: Visiting an external academic institution

Open University

Roby, H. (Supervisor)
Oct 2016Oct 2019

Activity: Visiting an external academic institution