Dr Martha Newson

Dr Martha Newson is an anthropologist and chartered psychologist who uses an evolutionary framework to understand human behaviours. Her primary focus is on the rituals underlying social cohesion and the ensuing cooperation and conflict emerging from tightly bonded groups.

With a Masters and Doctorate from the University of Oxford, Martha tackles questions relevant to scientists, business, and the third sector alike. She uses psychological techniques and her anthropological training to guide her research and consultancy practice.

Martha is considered a world leader in football fan behaviours. Over the last decade she has investigated football ‘tribes’ across four continents, including research in the UK, Spain, Indonesia, Australia, and Brazil. From collecting hormonal samples from Brazil fans at their famous defeat during the 2014 World Cup to investigate stress levels, to running surveys with notorious ‘hooligan’ or ‘ultras’ groups, Martha has many stories to share about her research with fans over the globe. Her football research has featured on the BBC, Sky, Discovery Channel and featured in the Times, the Telegraph, the Daily Mail, the Independent, and the Guardian. In recent years she has provided regular interviews for BBC Radio 4, as well as offer private consultancy to major firms, including Electrolux, Guinness, Hyundai, Sky Sports, and Currys.