{"id":"alistair-rennie","title":"Alistair Rennie","content":"**Alistair Rennie** is a researcher and strategist specializing in cryptocurrency and [Web3](https://iq.wiki/wiki/web3) adoption, who serves as the Global Head of Innovation & Thought Leadership at Protocol Theory. He analyzes the spread of emerging technologies to mainstream audiences by applying consumer insights and behavioral data. Before focusing on [Web3](https://iq.wiki/wiki/web3), Rennie held senior research and insight leadership positions at companies including Google, Post Office Ltd, and Ipsos MORI. [\\[2\\]](#cite-id-C2vX0p0DzZ5gyc3B)​\n\n## Education\n\nRennie earned a Bachelor of Arts degree in Marketing Communications from the University of Greenwich. [\\[1\\]](#cite-id-7OVTxcqlzcWxd3UA)​\n\n## Career\n\nRennie began his career in consumer research at Ipsos MORI, working as a Research Executive from 2002 to 2004 and subsequently as a Senior Research Executive until 2005. He then transitioned to the financial services sector at First Rate Exchange Services, where he held roles as a customer and senior insight analyst before becoming Insight Manager in 2007, concentrating on consumer and commercial analysis. In 2009, Rennie joined Post Office Ltd, where he held a series of senior leadership roles over seven years, including Senior Business Decisions Manager, Head of Business Decisions, Head of Innovation & Insight, and Head of Insight Strategy & Innovation. In these positions, he was responsible for managing in-house insight teams to inform product, marketing, and commercial strategies.\n\nIn 2016, Rennie moved to Google's London office as a Research Lead for Search, Retail, and Mobile. His work involved leading industry research and crafting narratives concerning user experience and data privacy. From 2021 to 2022, he served as the Research Lead for Thought Leadership in the EMEA region, where he led the development of the \"Messy Middle\" research framework, a model explaining complex consumer purchasing behavior.\n\nRennie has described his career as a convergence of experiences that inevitably led him to [Web3](https://iq.wiki/wiki/web3). His work in consumer insights fostered a desire for better data handling, his time in financial services made him seek more efficient monetary systems, and his role at Google prompted him to envision a better internet. In 2022, this culminated in a move into the [cryptocurrency](https://iq.wiki/wiki/cryptocurrency) industry when he relocated to Auckland, New Zealand, to join the exchange Easy Crypto. There, he served first as Head of Marketing Operations & Business Intelligence and was later promoted to Head of Strategic Insight, focusing on data-driven marketing, consumer segmentation, and growth strategy. After his tenure at Easy Crypto, he worked on contract as a Business Director at the research and consulting firm TRA in 2023. In April 2024, Rennie was appointed Global Head of Innovation & Thought Leadership at Protocol Theory, a consumer insights firm dedicated to [Web3](https://iq.wiki/wiki/web3). He was drawn to the company after discovering a shared vision with its Managing Director, Jonathan Inglis, to apply a consumer-focused lens to the [Web3](https://iq.wiki/wiki/web3) space. In this role, he leads research and strategy focused on digital assets, [Web3](https://iq.wiki/wiki/web3), and other emerging technologies. [\\[1\\]](#cite-id-7OVTxcqlzcWxd3UA) [\\[3\\]](#cite-id-GOPAWHAM3PLvC2uT) \n\n[YOUTUBE@VID](https://youtube.com/watch?v=CNBY1Uyzjw8)\n\n## Interviews\n\n### Mercuryo x Protocol Theory\n\nIn the October 2025 HackSeasons Conference interview with Petr Kozyakov, Rennie discussed the US [crypto](https://iq.wiki/wiki/cryptocurrency) research study they conducted together with Mercuryo. He emphasized that combining insight with capability and scale was key to understanding user needs and driving mainstream adoption beyond early adopters. Rennie highlighted that [crypto](https://iq.wiki/wiki/cryptocurrency) is still largely treated as an investment by high-income users. At the same time, lower-income populations could benefit more from [crypto](https://iq.wiki/wiki/cryptocurrency) as a payment and remittance tool and for financial inclusion. He noted usability barriers like complex wallets, seed phrases, and interfaces, and stressed that mainstream adoption depends on making [crypto](https://iq.wiki/wiki/cryptocurrency) simple, trialable, and aligned with everyday financial behavior, rather than requiring deep technical knowledge. Rennie also argued that trust emerges from use and experience rather than regulation, which serves only as an enabler, and emphasized that partnerships within the [crypto](https://iq.wiki/wiki/cryptocurrency) industry, rather than just with traditional financial institutions, are critical to preserving decentralization while scaling adoption. [\\[5\\]](#cite-id-k50oWmI4GBaOFLYr) \n\n[YOUTUBE@VID](https://youtube.com/watch?v=wB8qt2dLuRA)\n\n## Presentations\n\n### Next Billion Crypto Users\n\nAt the January 2025 [Australian Crypto Convention](https://iq.wiki/wiki/australian-crypto-convention), Rennie presented on the next billion [crypto](https://iq.wiki/wiki/cryptocurrency) users, providing a data-driven perspective on adoption trends. Rennie emphasized that, though [crypto](https://iq.wiki/wiki/cryptocurrency) ownership is currently only 8% of the global population, it is growing rapidly and that mainstream adoption depends on reaching the early majority. Using Everett Rogers’ diffusion of innovation model, he highlighted that innovators and early adopters currently lead adoption and that the five adoption factors—observability, trialability, complexity, compatibility, and relative advantage—predict adoption success. Comparing [crypto](https://iq.wiki/wiki/cryptocurrency) with technologies like mobile contactless payments, smart home speakers, ride-sharing apps, and generative AI, Rennie showed that [crypto](https://iq.wiki/wiki/cryptocurrency) lags in perception across all five factors, but stressed that its strong community, aligned values, and potential for trialable, visible experiences offer opportunities to accelerate adoption by changing public perception rather than the underlying technology. [\\[4\\]](#cite-id-VmxIC8pTeveyecBw) \n\n[YOUTUBE@VID](https://youtube.com/watch?v=mTmmQUBX7UA)\n\n## Panels\n\n### Crypto Gaming 2025\n\nAt the January 2025 [Australian Crypto Convention](https://iq.wiki/wiki/australian-crypto-convention), Rennie joined Michael Hanlon of Playa3ull Games, Simone Clow of Zebrar, Ida Monk of W3GG, and Ivan Vantagiato of Crypto Serpent to examine the state of [Web3](https://iq.wiki/wiki/web3) gaming. The panel argued that the sector still struggles with latency, interoperability, wallet friction, regulatory uncertainty, and speculative token dynamics, which limit its appeal to mainstream gamers despite strong engagement among crypto-native users—particularly in APAC, where many players are motivated by income opportunities. Rennie emphasized that [Web3](https://iq.wiki/wiki/web3) and traditional gaming operate in largely separate ecosystems, driven by different incentives such as token rewards, participation in innovation, and [digital asset](https://iq.wiki/wiki/digital-assets) ownership, none of which have yet translated cleanly to Web2 audiences. Panelists debated whether future titles like GTA could successfully integrate [blockchain](https://iq.wiki/wiki/blockchain) elements, generally agreeing that seamless, “invisible” infrastructure and hybrid models—where gameplay ran off-chain while assets settled on-chain—offered the most practical path forward. They concluded that progress would likely come through improved UX, more thoughtful token design (including shifts from play-to-earn toward play-to-[airdrop](https://iq.wiki/wiki/airdrop) models), regulatory clarity, cross-chain asset portability, and gradual convergence between decentralized ownership and traditional game quality standards. [\\[6\\]](#cite-id-HGiDSzlU3daX6lVq) \n\n[YOUTUBE@VID](https://youtube.com/watch?v=_qeU9IR6RsQ)","summary":"As Protocol Theory's Head of Innovation, Alistair Rennie analyzes crypto adoption using consumer insights and behavioral data, drawing on his experience at Google, Easy Crypto, and Post Office Ltd.","images":[{"id":"QmUjgYLpcdBWMscX9f3nnPWSnzkHkSfpQWH4cxcXp8FWj1","type":"image/jpeg, image/png"}],"categories":[{"id":"people","title":"people"}],"tags":[{"id":"PeopleInDeFi"},{"id":"Speakers"},{"id":"Developers"}],"media":[{"id":"QmbX2J5AEvFx9jE73GCWmSWeuDHyhgGQRtRf2rFHeBBZ9t","type":"GALLERY","source":"IPFS_IMG"},{"id":"QmZ4nf5jdVrC5usSZxRxFL19iJKqMKb4NhkKogk8VVVM4V","type":"GALLERY","source":"IPFS_IMG"},{"id":"Qme1VZas8fdSCek8jNfPr98EXdRvmr8meF6KgLcEXMHiq5","type":"GALLERY","source":"IPFS_IMG"},{"id":"QmYNUmbo3dAHgZvBQSAempqym9ho3m5LorGBxGb33EfWUC","type":"GALLERY","source":"IPFS_IMG"},{"id":"https://www.youtube.com/watch?v=mTmmQUBX7UA","size":"0","name":"mTmmQUBX7UA","type":null,"source":"YOUTUBE"},{"id":"https://www.youtube.com/watch?v=_qeU9IR6RsQ","size":"0","name":"_qeU9IR6RsQ","type":null,"source":"YOUTUBE"},{"id":"https://www.youtube.com/watch?v=CNBY1Uyzjw8","name":"CNBY1Uyzjw8","caption":"","thumbnail":"https://www.youtube.com/watch?v=CNBY1Uyzjw8","source":"YOUTUBE"},{"id":"https://www.youtube.com/watch?v=wB8qt2dLuRA","name":"wB8qt2dLuRA","caption":"","thumbnail":"https://www.youtube.com/watch?v=wB8qt2dLuRA","source":"YOUTUBE"}],"metadata":[{"id":"references","value":"[\n  {\n    \"id\": \"7OVTxcqlzcWxd3UA\",\n    \"url\": \"https://www.linkedin.com/in/alirennie/details/experience/\",\n    \"description\": \"Alistair Rennie - Experience - LinkedIn\",\n    \"timestamp\": 1772027795475\n  },\n  {\n    \"id\": \"C2vX0p0DzZ5gyc3B\",\n    \"url\": \"https://www.protocoltheory.com/\",\n    \"description\": \"Protocol Theory Homepage\",\n    \"timestamp\": 1772027795475\n  },\n  {\n    \"id\": \"GOPAWHAM3PLvC2uT\",\n    \"url\": \"https://take3.io/faces-of-web3-alistair-rennie-protocol-theory/\",\n    \"description\": \"Faces of Web3 - Alistair Rennie - Take3\",\n    \"timestamp\": 1772027795475\n  },\n  {\n    \"id\": \"VmxIC8pTeveyecBw\",\n    \"url\": \"https://www.youtube.com/watch?v=mTmmQUBX7UA\",\n    \"description\": \"The Next Billion Crypto Users | AusCryptoCon\",\n    \"timestamp\": 1772027795475\n  },\n  {\n    \"id\": \"k50oWmI4GBaOFLYr\",\n    \"url\": \"https://www.youtube.com/watch?v=wB8qt2dLuRA\",\n    \"description\": \"Mercuryo x Protocol Theory — Mapping America’s Crypto Divide\",\n    \"timestamp\": 1772027795475\n  },\n  {\n    \"id\": \"HGiDSzlU3daX6lVq\",\n    \"url\": \"https://www.youtube.com/watch?v=\\\\_qeU9IR6RsQ\\\\&t=110s\",\n    \"description\": \"Why 2025 Could Be The Most Transformative Year In Crypto Gaming\",\n    \"timestamp\": 1772027795475\n  }\n]"},{"id":"linkedin_profile","value":"https://www.linkedin.com/in/alirennie/"},{"id":"website","value":"https://www.protocoltheory.com/"},{"id":"commit-message","value":"\"Added Alistair Rennie wiki page\""}],"events":[{"id":"bf437479-ad37-40b9-bf17-f33f3314f818","date":"2002-01","title":"Started Career at Ipsos MORI","type":"DEFAULT","description":"Rennie began his professional career as a Research Executive at Ipsos MORI, a market research company.","link":"https://www.linkedin.com/in/alirennie/details/experience/","multiDateStart":null,"multiDateEnd":null,"continent":null,"country":null},{"id":"09f39eb5-ac7e-4e02-a9eb-fe4b4f22b666","date":"2016-01","title":"Joined Google as Research Lead","type":"DEFAULT","description":"Rennie joined Google in London as Research Lead for Search, Retail, and Mobile, leading industry research and developing narratives around user experience.","link":"https://www.linkedin.com/in/alirennie/details/experience/","multiDateStart":null,"multiDateEnd":null,"continent":null,"country":null},{"id":"64a89a94-6bbe-49b5-9381-53bcf1874215","date":"2022-01","title":"Entered the Web3 Space","type":"DEFAULT","description":"Rennie transitioned into the cryptocurrency industry by joining Easy Crypto as Head of Marketing Operations & Business Intelligence in Auckland, New Zealand.","link":"https://www.linkedin.com/in/alirennie/details/experience/","multiDateStart":null,"multiDateEnd":null,"continent":null,"country":null},{"id":"de85f63d-8d7c-4d1c-afaf-0a87c9d66ef5","date":"2024-04","title":"Joined Protocol Theory","type":"DEFAULT","description":"Rennie took on the role of Global Head of Innovation & Thought Leadership at Protocol Theory, leading research on digital assets and Web3 adoption.","link":"https://www.linkedin.com/in/alirennie/details/experience/","multiDateStart":null,"multiDateEnd":null,"continent":null,"country":null}],"user":{"id":"0x8af7a19a26d8fbc48defb35aefb15ec8c407f889"},"author":{"id":"0x8af7a19a26d8fbc48defb35aefb15ec8c407f889"},"operator":{"id":"0xacb6c5AD52b8f605299B0d774CE97F26e3DB80c2"},"language":"en","version":1,"linkedWikis":{"blockchains":[],"founders":[],"speakers":[]}}