OUR COMPANY
Mindset Dynamics is an Operating Division of the University of Birmingham. Founded by Dr Abena Dadze-Arthur, an assistant professor in the University’s College of Social Sciences, to help leaders implement change initiatives.
All governments and companies must adapt in an era of rapid change. But often initiatives for change—whether overhauling software systems, merging businesses, or reforming public services—fail. In 70% of cases that is due to human factors, such as employee resistance. Mindset Dynamics offers a toolkit to help leaders improve those outcomes.
Until now, trying to accurately identify the mindsets of people has required huge surveys with very detailed questions - the average psychometric test requires over 75 questions to be answered by every individual. These approaches are very costly to do at a granular level, often take a very long time and are unscalable. Mindset Dynamics’ PCM generates granular insights, based on employees’ self-referential categories, over an average project duration of 2 to 3 months –with the results equally applying to a population of ten or ten thousand.
Dr Dadze-Arthur first developed the approach in 2016 when working for the Abu Dhabi government, which was trying to make its public services more customer-centric. In 2021, the Abu Dhabi Government received a UN award for its public services.
WHAT WE DO
Our Mission
To transform how the world approaches change by making perception, research, and real emotional experience the foundation of meaningful communication, learning, and reform.
Our Vision
We empower individuals and organisations to place people at the heart of change. By uncovering diverse perspectives, emotional truths, and identity-driven responses, we help shape strategies that foster deeper connection, inclusivity, and long-term success.
Core Values
Mindset Dynamics is among the few —if not the only— insight partners offering a perception-first, academically grounded methodology—developed to assist both individuals and organisations in centring people within initiatives that require meaningful engagement, whether in the context of organisational change, learning programmes, marketing campaigns, communication strategies, or reform efforts.
Our Methodology
Perception Clarity Methodology (PCM)
Mindset Dynamics has developed the Perception Clarity Methodology (PCM), which helps change agents to identify what are the motivational forces driving the disengaged parts of their population. The insights generated enable organisations to develop a bespoke, people-centred approach to planning and successfully executing change initiatives.
WHO WE ARE
Professor, Policy Practitioner, Entrepreneur and Social Justice Advocate who is obsessed with putting humans and humanity at the heart of everything. My main interest is in helping organisations recognise the ‘situationality’ of their people and find bespoke, locally and culturally tailored solutions to engaging the dis-engaged in transformative initiatives.
Dr. ABENA DADZE-ARTHUR
Experienced entrepreneur who specialises in Business Strategy, Product Planning, Business Development, Sales & Marketing Strategy. Social Media. John is Entrepreneur-in-Residence at the University of Birmingham, acting as an advisor to businesses launching from universities.
JOHN COOKE
