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We are Psychologists, passionate about making a difference for our clients

We were founded by the award-winning Chartered Occupational Psychologist Dr Amanda Potter who puts Psychology at the heart of business success.

Amanda is passionate about creating engaging ways to get to the heart of people and organisations, helping them to see how a motivated workforce that makes best use of their talent can propel a company towards success.

Amanda and her co Director Sarah have developed a formidable team of Psychologists who understand through their research what works for employees and employers alike.

In partnership with our technologists we provide targeted HR technology solutions that have global reach.

Dr. Amanda Potter


Amanda is an award winning Chartered Occupational Psychologist, with vast amounts of experience in talent strategy, assessment, development and Leadership and Executive Coaching. An Associate Fellow of the Division of Occupational Psychology within the British Psychological Society (BPS) and a Chartered Scientist, Amanda has over 20 years’ experience on aligning businesses’ talent strategy with their organisational strategy and objectives. Amanda has made a significant impact on the talent and HR strategies of many global organisations.

Sarah Linton


Sarah has been a Director of Zircon since 2006 and co-founded Be Talent with Amanda. With nearly 20 years of experience within FTSE 100 companies, her expertise lie within talent assessment and development. Sarah pursued a degree in Business Studies, leading to a specific interest in talent management, succession, high performing teams, inspiring leaders, winning attitudes, talent and potential. Sarah is respsonsible for managing the larger BeTalent projects and for all legal, GDPR and contract requirements.

Stu Scott-Davies

Technical Director

Stu has nearly 30 years of experience in the development and deployment of enterprise systems for international corporates. For the last 16 years, he has exclusively focused on the development, sales and implementation of HR-related software solutions. Previously, Stu was the MD of a UK job board and recruitment platform and the Group IT Director of a £500m UK plc, responsible for 2,500 people in 7 countries.

Tim Hepworth

Technical Innovation Director

Tim is an expert in the design and development of complex business systems. He brings a pragmatic approach to problem solving, delivering high quality solutions that provide actual business benefits. Having worked for some of the World's largest IT companies, Tim was Technical Director of a start-up internet job board, Europe's first flotation on NASDAQ for $100m.

Helen Hargrave

Senior Consultant

Helen joined in 2016 after having gained four years of experience in the Financial Services industry, as well as achieving a Masters in Organisational Psychology. Helen is a Senior Consultant with extensive assessment and development experience, having managed international projects for a range of clients including EY, HSBC, Rank Group and Atos. She is very knowledgeable about psychometrics and has a strong track record of creating Success Criteria for clients.

Caitlin Cooper

Business Psychologist

Caitlin joined Zircon and BeTalent in 2019 whilst finishing her Master’s degree in Occupational and Business Psychology, where she graduated with Distinction. Her dissertation project investigated the factors affecting the implementation of employee health and well-being practices in sedentary work environments. Caitlin has experience working in both the Oil & Gas industry, Hospitality industry and since joining Zircon has assisted with various client projects and the development of our BeTalent products.

Jessica Nelkin         

Trainee Business Psychologist

Jessica joined Zircon and BeTalent in early 2021 and is a recent MSc Occupational Psychology graduate. Her dissertation examined the buffering effect of religion on workplace wellbeing. She developed an interest in the field of Occupational Psychology after completing her undergraduate degree in Psychology and by working on research projects as an intern in the Psychology department at a major university. Jessica has experience volunteering with a non-profit organisation in the social care sector.

Monika Michalska         

Trainee Business Psychologist

Monika has a strong background in psychological research and is a published author in qualitative and quantitative measures. She brings advanced analytical skills and a customer-centric approach to consulting. Monika achieved an MSc in Organisational Psychology from City, University of London and is a qualified Test User for Occupational Ability and Occupational Personality tools. Since joining Zircon, Monika has assisted with various client projects and the design, development and validation of BeTalent products.

Sarah has worked with the Zircon and BeTalent team since 2008 and has over 20 years of office experience. Sarah is our Office Manager and has many roles specialising in finance, web design and maintenance and general design and branding. Sarah is also one of our Project Coordinators and her project management responsibilities involve coordination of timetables, diaries and associate bookings, peer review and proof reading of reports.

Syrie Bibby

PA & Project Coordinator

Syrie joined Zircon and BeTalent in 2016. She has over 20 years of PA, Administration and Event Planning experience, working for Directors and CEO's within the Professional Services industry. As well as supporting the Zircon Directors with administration, her responsibilities also include conducting extensive research, proof reading of reports in line with client specifications, project coordination and office management.

Andrea Conti

Administrator & Coordinator

Andrea joined Zircon and BeTalent in 2015, after moving to England in 2013. He has over 7 years of retail and wholesale stores and customer service/selling experience, with a great knowledge of computers and technology. As well as supporting the team with administration, his responsibilities also include managing the CRM system and the Zircon & BeTalent platform products, graphic designing and project management.

Heidi Tanfield

Support Administrator

Heidi joined Zircon in 2019. She brings over 20 years of Managerial and Customer Service experience and more recently has provided PA and Administrative support to a variety of business sectors. She has a wealth of experience to draw from across many online platforms assisting with efficiency and organisation.

Jan de Jonge

Business Manager

Jan is an Assessment Consultant with over 20 years’ experience in selection, leadership development, executive coaching and assessment centre management. Multi-lingual, Jan is a multi-continent experienced business psychologist. He is a highly experienced senior level consultant who is used to working at the c-suite level. Jan is a regular international speaker, straight-talking researcher, theorist and published author.

Chris King         

Business Manager

Chris is an Assessment Consultant with 30 years’ experience in selection & leadership development and assessment centre management within a variety of Government and public sector organisations. His interests are in selection and development from graduate to CEO level, spanning small size companies up to multi-billion dollar corporations.

Katie has worked within multiple industries, including the NHS, not-for-profit organisations and others. She has worked on a variety of consulting projects with Zircon, from developing team building tools and training packages, to designing and delivering assessment centres and leadership development programmes. Katie has worked with wide range of clients, including Samsung, HSBC, Royal London and others.

Richard Cooper

Business Manager

Richard is a Business Psychologist with over 20 years of experience in retail, where he previously held store management, training and organisation development roles. He brings a pragmatic and customer-focused approach to the application of psychology in the workplace. Through the development of individuals, teams and effective people processes, he has supported a wide range of organisations in improving their performance.

As an executive coach, Phil works with senior leaders across many sectors, and has a deep understanding of the demands of business. He is a qualified counsellor, and a registered member of the British Association for Counselling and Psychotherapy. Phil often combines his supportive and empathetic style with a pragmatic focus, meaning he can quickly get to the heart of the matter.

Dirk Murray-Palm

Business Manager

Dirk has worked as an Organisational Psychologist in a variety of sectors, and has extensive experience of working with clients at all levels, across different cultures. He has led on designing and delivering assessments for selection and development for several years. Dirk's analytical skills are paired with effective use of statistical analysis for validation and market/customer analysis.

Claire Bremner

Business Manager

Claire is a Chartered Occupational Psychologist and qualified coach, with 20 years’ experience in the people development arena. She has worked with a diverse range of organisations and individuals across the education, professional and financial services, construction and programme management sectors. Her approach centres on helping clients to grow and develop through creating a safe, attentive and challenging thinking space in which they can draw upon their inner resourcefulness and truly own their development journey.

Julie Lee         

Business Manager

With 25 plus years’ experience as a business psychologist Julie has extensive leadership development expertise and knowledge. She has worked with a diverse range of organisations in the retail, financial, government, charity, education and pharmaceutical industries. She applies her strength in understanding the fit between individuals and organisations, exploring how personal attributes, preferences and strengths can be maximised, thus supporting individuals in achieving their personal aspirations and organisations in identifying and maximising the talent of their people.

Willorna is a HR practitioner, Consultant, Coach, Mentor and a Qualified Teacher with over twenty years’ experience in a range of sectors. Willorna believes that we should all be able to lead fulfilling lives. Her focus is on people maximising their potential by identifying their strengths, helping them to recognise their risks and shortcomings, becoming more self-aware, and engaging in self-reflection activities to make progress. She is friendly and engaging with a great sense of humour and uses a direct, authentic and honest approach.