Understanding the Crowd: Insights from a Crowd Operations Specialist
- Craig J A
- Mar 24
- 4 min read
Updated: Mar 25
In the world of security and major events understanding crowd behaviour is not just a skill, it is a critical component of safety, risk management and operational success. We spoke with Aimee Baker, a Crowd Operations Specialist and Crowd Science researcher who brings a unique blend of academic insight and real world experience to the field. From managing large scale environments to analysing how people move, think, and respond under pressure, Aimee’s work sits at the heart of modern event safety.
In the following interview, Aimee answers a series of questions exploring her journey into Crowd Science, the realities of working within major events and the key challenges facing the industry today. She also shares valuable insights into how data, planning, and human behaviour intersect to create safer, more controlled environments for both the public and security professionals.
🔹 Role Interview
Can you start by explaining your role as a Crowd Ops Specialist and how your background in crowd science shapes the way you approach real world operations?
As a Crowd Operations Specialist, my role is to plan, monitor, and manage how people move through spaces safely and efficiently. That spans everything from designing entry and exit routes, to overseeing live crowd conditions and coordinating responses if something changes.
The research conducted on Crowd Science has shaped the way I view crowds. There are many intricacies that needs to be analysed and understood. All of which I can discuss when I have published my PhD.
🔹 Planning vs Reaction
How much of effective crowd safety comes down to planning and design rather than reacting to incidents on the day?
The vast majority—often 90%—comes down to planning and design.
But you have to be realistic. It is a moving ‘human’ crowd. Therefore, things can change on the ground and they can change quickly. It is critical that the teams on the ground are proactive, when managing what is going on. Not only that, but the team in control rooms need to be constantly monitoring to watch for any changes to help aid those on the ground.
🔹 Common Misconceptions
What is the biggest misconception people have about crowds and crowd behaviour at large events?
That crowds are chaotic or irrational.
In reality, most crowd behaviour is logical and predictable based on the information people have and the environment they’re in. When something goes wrong, it’s usually not because people behaved badly—it’s because the system they were placed in didn’t support safe movement
🔹 Academic Influence
You are currently in the final stages of a PhD in crowd science. How has your research influenced your approach to risk and decision-making?
My research has strengthened my ability to think in terms of systems and frameworks.
It has also broadened my understanding of crowd science and the different behavioural patterns seen at major events, which directly informs how I assess risk and make decisions in operational environments.
🔹 Key Influencing Factors
Which environmental or situational factors most strongly influence crowd behaviour?
All of these play an important role.
People move based on what they can see and what they believe is happening. Poor sightlines, unclear routes, lack of communication or information can quickly create hesitation and congestion.
Timing is also critical—crowds arriving or leaving simultaneously can overwhelm even well-designed spaces if not managed properly.
🔹 Decision-Making Under Pressure
When things don’t go to plan, what helps you stay calm and make effective decisions?
Effective decision-making comes down to preparation.
Adequate pre-planning, clear contingency scenarios, and strong command and communication structures ensure that decisions can be made quickly, clearly, and without hesitation.
🔹 Technology in Crowd Management
How useful are tools such as CCTV analytics, crowd density monitoring, or real-time data in modern operations?
CCTV is invaluable, particularly for control room teams, as it provides direct insight into what is happening in real time.
More advanced tools, such as crowd counting software, can be effective but are often expensive and not always accessible. As a result, many events operate without these technologies.
🔹 Learn More
Where can people learn more about crowd science or follow your work?
I share insights on Instagram at @aimee.crowdinsights, where I break down crowd science and operations into practical, real-world insights. If there’s something anyone would like to understand better, feel free to get in touch—I’m always open to questions and often create content based on what people want to learn.
In the world of security and major events, understanding crowd behaviour is not just a skill, it is a critical component of safety, risk management and operational success. We spoke with Aimee Baker, a Crowd Operations Specialist and Crowd Science researcher who has recently submitted her PhD thesis, bringing a unique blend of academic insight and real world experience to the field. From managing large scale environments to analysing how people move, think, and respond under pressure, Aimee’s work sits at the heart of modern event safety.
Aimee’s insights highlight the growing importance of Crowd Science within the industry, particularly as events become larger and more complex. With her PhD thesis now submitted, her work is set to contribute further to the field, and we look forward to exploring her research in greater depth in a future follow up conversation.
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