Colin Ellard was born in the UK and, at the age of 7, decided to follow his parents and siblings across the ocean to Canada, where he has lived ever since. Ellard is a research psychologist at the University of Waterloo where he directs the Urban Realities Laboratory. The main work of the laboratory is to explore the connections between psychology and the design of the built environment. Ellard believes passionately that scientists have a responsibility to work hard to make sure that the general public understand the work that is being done in the laboratory and its implications for our lives.