Hyde & Rugg: About us

We’re Jo Hyde and Gordon Rugg.

We solve hard problems, by finding solutions that other people have missed.

We developed a method for identifying errors in previous expert reasoning about hard problems. Gordon's article in Scientific American describes one of our case studies.

We also specialise in methods for eliciting information that people find difficult or impossible to put into words.

As Hyde & Rugg, we do consultancy, training, workshops, talks, and product development. We are also academics and researchers.


Some examples of our work:

  • Finding out why some staff in an organisation were performing much better than others – was it because of subconscious skills, or attitude, or something else?
  • Finding out why excellent students were performing below their potential in written work – what was the reason, and what could we do about it?


Linked pages:

Us: More about Jo and Gordon

Colleagues: People we work with

In the media: Press coverage of our work

Publications: A selection of our academic and popular publications

Contact us: Contact details for Hyde & Rugg




Jo Hyde
Gordon Rugg