Founder + Chief Executive Officer


Rogayeh Tabrizi is a tech leader helping Fortune 500 companies connect with their customers to create delight and value.

Rogayeh studied her Master’s in Experimental Particle Physics and worked on the ATLAS Detector at CERN. She earned her Ph.D. in Economics, focusing on social and economic networks and game theory as a more effective way to engender positive change in the world. Rogayeh saw the need for large enterprises to understand their data to connect with their customers as individuals and do so meaningfully. So she founded Theory+Practice, a data innovation company enabling enterprises to put their data to work.

Theory+Practice’s unique approach pairs behavioural economics with state-of-the-art AI technologies to help you truly understand your customers and build business
strategies that drive results.

Rogayeh is Director of Advancing Women’s Leadership at the International Women’s Forum Canada and a Director at AInBC. Rogayeh is an AI thought-leader and is currently writing a strategic AI book with Wiley publishers. Rogayeh was recently recognized as a Top 100 Innovators in Data & Analytics 2022 by Business of Data, a GreenBook Future List Honouree 2022, and a Women of Influence ‘Start-Up’ Finalist 2022 by the RBC Canadian Women Entrepreneur Awards.