Director of Advanced Methods

David leads the Advanced Methods team and takes a central role in all projects involving advanced analysis. 


He is one of the leading authorities in the design and development of practical statistical methods for market research. He has a PhD in Stated Preference Techniques and draws upon his extensive knowledge gained while working across a wide range of fields, including pharmaceutical, category management, FMCG, telecommunications and energy.


David is the originator of Impact’s Category Simulator approach. He is a full member of the MRS.


Outside his research work, David enjoys films, theatre and cricket.