Personal profile
Profile
My research interests are predominantly in Behavioural Science and Implementation Science. My PhD focuses on codesigning a behaviour change intervention to increase physical activity in autistic young people. In addition, I have worked on a diverse range of projects in the discipline of social marketing, applying behavioural science to campaigns aimed at tackling ‘wicked’ social problems. I have supported the development of campaigns for obesity prevention, breastfeeding uptake, nutrition, smoking cessation, county lines/child criminal exploitation, and gender-based violence.
I am a steering group member for the Welsh Innovation Network's Health and Wellbeing programme. The Health and Wellbeing steering group takes a multidisciplinary approach to “Healthy Places, Healthy Behaviours,” with a particular emphasis on diet, physical activity, and obesity. Its work is underpinned by cross-cutting themes of place, health inequalities, and co-approaches such as coproduction. I have an ongoing project which aligns with the network's Health and Wellbeing programme, exploring the drivers of Ultra-Processed Foods (UPFs).
Alongside a colleague, I organised and delivered the Neurodiversity Network Conference for two years (2023 and 2024), where we showcased the talent of neurodivergent researchers and students here at Aberystwyth University.
Teaching
Lecturer
PS11520- Applications of Psychology
PS21310- Quantitative Research Methods
PS20310- Qualitative Research Methods
PSM0320- The Psychology of Behaviour Change
PSM0120- Implementation Science
Responsibilities
Student recruitment and marketing.
Psychology social media.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 3 Good Health and Well-being
Fingerprint
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Collaborations and top research areas from the last five years
Profiles
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Hoarding Disorder: Towards a unified approach beyond disciplines
Parsons, K. & Fay, L., 19 Jan 2026, Institute for Research and Innovation in Social Services, 78.Research output: Contribution to specialist publication › Article
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Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework
Parsons, K., Payne, S., Wallace, J. & Holt, N., 12 Feb 2026, In: Health Marketing Quarterly. 43, 1, p. 28-40 13 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile -
A systematic review of behaviour change techniques employed in interventions aimed to change physical activity behaviour in autistic individuals
Parsons, K., Payne, S., Sudhish Bhaskar, L., Wallace, J. & Holt, N., 31 Jul 2025, In: Psychology of Sport and Exercise. 79, 13 p., 102867.Research output: Contribution to journal › Review Article › peer-review
Open AccessFile1 Citation (Scopus)58 Downloads (Pure) -
A qualitative study of physical activity drivers in autistic individuals using COM-B: Autistic and non-autistic perspectives
Parsons, K., Payne, S., Holt, N. & Wallace, J., 31 Mar 2024, In: Research in Autism Spectrum Disorders. 111, 16 p., 102331.Research output: Contribution to journal › Article › peer-review
Open AccessFile9 Citations (Scopus)165 Downloads (Pure) -
A reflection on the co-design approach to the development of the Medway Can campaign: A whole systems approach to obesity prevention using COM-B
Parsons, K., Payne, S., Codling, S. & Murphy, M., 02 Jan 2024, In: Health Marketing Quarterly. 41, 1, p. 33-49 17 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile5 Citations (Scopus)140 Downloads (Pure) -
To design, deliver and evaluate a social marketing behaviour change campaign aimed at increasing uptake of breastfeeding initiation and maintenance in Nottingham
Parsons, K., 22 Feb 2023, Behavioural Science and Public Health Network. Behavioural Science and Public Health Network (BSPHN)Research output: Chapter in Book/Report/Conference proceeding › Conference Proceeding (ISBN)
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Pembrokeshire Project (14462A-01) - Follow on Funding (Year 3)
Hewinson, G. (Project Lead), Hopkins, B. (Project Co‑Lead), Parsons, K. (Project Co‑Lead), Payne, S. (Project Co‑Lead) & Jones, H. (Technician)
Llywodraeth Cymru | Welsh Government
31 Jul 2025 → 29 Jul 2026
Project: Externally funded research
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ATAL TB (2): Funding Package #2 (addit funds for WT460626) : North Wales bTB Control and Protect Programme Through Local Leaders
Hewinson, G. (Project Lead), Gibson, A. (Project Co‑Lead), Hopkins, B. (Project Co‑Lead), Payne, S. (Project Co‑Lead), Payne, S. (Project Co‑Lead), Parsons, K. (Research and Innovation Associate) & Longworth, J. (Technician)
01 Jun 2025 → 31 Mar 2026
Project: Externally funded research
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ATAL TB: North Wales bTB Control and Protect Programme Through Local Leaders
Hewinson, G. (Project Lead), Gibson, A. (Project Co‑Lead), Payne, S. (Project Co‑Lead), Healey, A. (Research and Innovation Associate), Hopkins, B. (Research and Innovation Associate), Parsons, K. (Research and Innovation Associate) & Jones, H. (Technician)
17 Dec 2024 → 31 Mar 2026
Project: Externally funded research
Activities
- 1 Conference
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Introducing a Lived Experience Advisory Panel to AU
Parsons, K. (Participant)
29 Nov 2025 → 02 Mar 2026Activity: Participating in or organising an event › Conference
Prizes
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Best Intervention Design
Parsons, K. (Recipient), 06 Jun 2022
Prize: Prize (including medals and awards)
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University Research Fund
Parsons, K. (Recipient), 01 Mar 2026
Prize: Prize (including medals and awards)