[4] Alex Willcock co-founded the design and brand consultancy The Nest in 1999 with Russell Pinch and Rachel Marshall.
The firm specialised in using images rather than traditional questions for marketing purposes.
One of its software applications compared an individual's image selections with those in a database to identify and suggest others with similar preferences and worldviews.
The company quickly gained recognition for its high-quality, handcrafted products including luxury sofas.
[7][8][9][10][11][12][13] On 25 January 2020, Willcock delivered a talk at TEDx Glasgow, where he explored the topic of the language of feelings.