After receiving her Ph.D. in experimental social psychology, Cassie spent two years in the USA as a Research Associate and Co-Director of the Behavioral Lab at Stanford University’s Graduate School of Business. On returning to Australia Cassie worked for Sweeney Research for five years where she was an Associate Director focusing heavily on advertising, communications and behaviour change research. Seeing a gap in the market for data-driven market and social research, she launched Empirica Research in 2010. Cassie is a Senior Lecturer in the School of Psychological Sciences at the University of Melbourne. She is Program Coordinator for the Master of Applied Psychology and teaches "Influence and Persuasion". She also teaches the MBA subject "Managing People" at Melbourne Business School. Her academic research concentrated on the structure of attitudes and the use of non-conscious attitude measurement tools. Other areas of her academic research included negotiation, ostracism, juror decision-making and the framing of inequity. She has published in top academic journals and books and presented at psychology and marketing conferences across the USA and Australia. Her commercial research has focused heavily on communications and advertising development, behaviour change, social issues, and consumer attitudes.