We work with companies across the pharmaceutical, biotech and medical device industries. We design bespoke solutions to help you reach your performance and training goals.
Small biopharmaceutical companies drive much of the innovation in healthcare, and they are often expert in their condition. Many have little in-house experience of psychometrics and COAs, which makes designing endpoints and securing approval hard.
CROs carry out the trials that bring new treatments to patients. They respond to regulatory change across a global trial environment, alongside recruitment and data management.
Large pharmaceutical companies face shifting regulatory expectations, new technology and new ways of working, and the question of how to use large data sets well.
Founder and President
Piper is the Founder and President of SeeingTheta. She has spent around a decade working out how to measure what matters to patients in clinical trials. Her work spans the full range of COAs, from patient-reported outcomes and clinician-rated scales to digital health technologies and wearables. Her focus is whether these instruments measure what they claim to, and whether the changes they detect are meaningful.
Piper is drawn to the research problems that don’t have a ready answer. When complex data or unusual study designs outpace standard methods, she builds new ones that are rigorous enough to stand up with regulators and intuitive enough for study teams to use. This has led to published methods for assessing single-item reliability and for deriving meaningful change thresholds with longitudinal latent models, along with ongoing work on analysing intensive longitudinal data from daily diaries and wearable sensors.
She also believes that many of the field’s hardest questions are best solved together. Piper and her team led The Psychometrician’s Handbook, a precompetitive collaboration of 34 contributors from more than 20 organisations, to build a shared, practical reference for COA measurement science. Her recently published paper sets out an evidential framework for evaluating anchor measures. It gives researchers a structured way to judge whether an anchor can support meaningful change thresholds before those thresholds are relied on in a submission.
Piper has worked with many pharmaceutical companies and CROs on COA strategy, development, evidence generation, and regulatory interactions with the FDA and EMA. Her earlier work with the Digital Medicine Society gives her an understanding of the other side of measurement: the digital health technology itself, and how to position a DHT strategy for success.
As a child, Piper wanted to be a magician. At SeeingTheta, she still gets to wow an audience, with solutions to tough measurement problems that look like magic. The difference is that now she shows everyone exactly how they work.
Co-founder and Managing Director, SeeingTheta Strategic Consulting
Anna is Co-founder and Managing Director of SeeingTheta Strategic Consulting, which specialises in COA, regulatory and payer strategy. A neuroscientist by training, she has always been fascinated by a simple but staggering fact: that a kilo and a half of soft tissue in our heads makes us who we are, behind every thought, feeling, decision and relationship. That fascination took her to a Wellcome Trust-funded PhD at University College London.
Always drawn to business, Anna co-founded a start-up during her PhD, and went on to apply her academic thinking to real-world problems. She spent a decade in patient-centred science and clinical outcome assessment at a large global CRO and consulting company, driven throughout by the story behind the numbers.
Anna is also an informal caregiver. She sees the healthcare system from the patient’s side, including the moments when someone’s experience doesn’t fit the boxes on the form. Elevating the patient voice is a professional commitment for her, and a personal one too.
Anna has worked with a wide range of pharmaceutical and biotech companies and their cross-functional teams, across therapy areas and with CNS as a particular strength. She has supported interactions with the FDA and EMA and built evidence strategies for payers, giving her a view of what a product needs across its whole life cycle. At SeeingTheta, she is a thought partner to leadership teams: naming the real challenge, choosing an approach and weighing its trade-offs, then agreeing practical next steps that fit the team’s strategic objectives and timelines.
As a child, Anna wanted to be a dentist. At SeeingTheta, she still gets her teeth into things, only now they’re the hard nuts clients bring when a problem is tougher than it first looks.
Statistics and Programming
Marie has a background in biology, ecology and quantitative research, with a PhD in Mathematics and Natural Sciences from Leiden University (2008). With over 20 years of research and teaching experience, she specialises in statistical analysis and data science. Before joining SeeingTheta, she also worked as a data science engineer.
Marie joined SeeingTheta in February 2025 as a Statistician and Programmer. She particularly enjoys psychometric and longitudinal analyses. She is fascinated by how statistical methods can reveal meaningful changes over time and help us better understand patient experiences and perspectives. She is also keen to further develop innovative approaches to longitudinal data analysis, combining methodological rigour with practical application.
As a child, Marie was captivated by a documentary showing an octopus unscrewing a jar to reach food inside. This sparked a lifelong curiosity about animal behaviour, problem-solving and the many forms of intelligence. Today, at SeeingTheta, she continues to explore complex patterns of human behaviour and the challenges of measuring and understanding them through data, which, as it turns out, can be just as tentacled!
Psychometrics and Methodology
Maryam holds a PhD in Cognitive Psychology and a Master’s degree in Clinical Neuropsychology and Neuroscience from Université Grenoble Alpes. She has experience in experimental design, psychometrics, and quantitative analysis of behavioural and patient-centred data. Her PhD research focused on cognitive and behavioural mechanisms, examining language processing and motor simulation using behavioural measures and non-invasive brain stimulation techniques.
Following hands-on experience in clinical trials, cognitive testing, scoring and analysis, Maryam joined SeeingTheta as a psychometrician in June 2025. Her favourite bit so far has been finding interesting methodologies that pinpoint patients’ expectations, and strategies to give the most value to every insight they uncover.
As a child, Maryam dreamt of being a therapist. Working at SeeingTheta allows her to spend just as much time analysing patients’ quality of life, and trying to improve it.
Statistics and Programming
Elisa has a background in mathematics and computer science, with a strong focus on data analysis throughout her academic training. She codes in R and has worked with many types of databases. She has also completed specialised training in exploratory and confirmatory factor analysis (EFA, CFA) and MIMIC models. As a freelance data scientist, she adapted her analytical approach to many clients, domains and data structures, always keeping technical analysis anchored to real-world questions.
Elisa joined SeeingTheta in June 2025. Her favourite part so far has been getting a new dataset in her hands and getting to know it inside out. She loves the moment when a database stops feeling like a maze and starts feeling like a familiar place. She also enjoys seeing a project through from start to finish, with every loose end tied up and every question answered. That deep knowledge of the data is what lets her give clear and reliable answers.
As a child, Elisa loved being read stories. At SeeingTheta, she gets to read the story hidden in the data, and help tell it to the people who need to hear it.
COA Science and Methodology
Kacylia joined SeeingTheta in January 2026 as a Scientific Consultant and Project Manager. She has a background in psychology and cognitive sciences, with academic research experience across France, Switzerland and Canada. Her experience spans cognitive assessment and data collection, research study planning and coordination, and contributing to a patient-facing preparatory clinical initiative. These experiences have given her an appreciation for both the practical and scientific sides of research.
She particularly enjoys working on study design and vignette-based research, especially seeing how a methodological question can translate into data that help demonstrate meaningful improvement. She enjoys understanding the numbers and methods, and also the experiences behind them: what the results mean for patients, how they can inform regulatory decisions, and how thoughtful study design can help ensure that the right evidence is collected from the start. She is especially interested in the intersection of psychometrics, regulatory science and patient perspectives. She hopes to help bring the voices of patients and caregivers closer to the evidence used to support clinical development.
As a child, Kacylia dreamed of presenting the weather live on TV. At SeeingTheta, she gets to explore a different kind of forecast: getting to know the weather in people’s minds and lives, to help make sense of these data and present their stories.
Psychometrics and Methodology
Nikola is a psychometrician with a background in cognitive psychology and experience spanning experimental lab studies, survey design and statistical analysis. She holds a Bachelor’s degree in Psychology and a Master’s degree in Human Factors and Cognitive Engineering from the University of Twente (Netherlands). Before SeeingTheta, she supported eye-tracking and virtual reality studies from setup through data collection, and co-authored a peer-reviewed paper on response inhibition in human-computer interaction.
Nikola joined SeeingTheta in January 2026 and her favourite bit so far has been validating patient-reported outcome measures to find out whether they really capture what patients experience. She especially enjoys piecing together what the results are telling her. Along the way, she has been adding new psychometric methods to her toolkit, finding sharper ways to visualise complex data, and figuring out where AI can earn its place in a psychometrician’s workflow without cutting corners.
As a child, Nikola wanted to be a detective. At SeeingTheta, she still gets to hunt for clues. They just happen to be hiding in datasets.