About the Authors

Margaret Ashwell

margaret@ashwell.uk.com

Affiliation Ashwell Associates, Ashwell, UK and Visiting Research Fellow, Oxford Brookes University, Oxfordshire, United Kingdom

Les Mayhew

Affiliation Cass Business School, City University London, Faculty of Actuarial Science and Insurance, London, United Kingdom

Jon Richardson

Affiliation Cass Business School, City University London, Faculty of Actuarial Science and Insurance, London, United Kingdom

Ben Rickayzen

Affiliation Cass Business School, City University London, Faculty of Actuarial Science and Insurance, London, United Kingdom

Competing Interests

Author Margaret Ashwell is employed by Ashwell Associates. There are no patents, products in development or marketed products to declare. This does not alter the authors’ adherence to all the PLoS ONE policies on sharing data and materials.

Author Contributions

Conceived and designed the experiments: MA LM JR BR. Performed the experiments: MA LM JR BR. Analyzed the data: MA LM JR BR. Contributed reagents/materials/analysis tools: MA LM JR BR. Wrote the paper: MA LM JR BR.