Founder of respected usability & behavioural research company,
Big thinker about the use of eye tracking in market research to observe and understand natural behaviour. Up to 95% of behaviour is formed in the subconcious, so there's little point in asking people why they did something.
Using cued retrospective recall techniques, we can get inside peoples' heads, allowing us to build amazingly detailed customer journeys that work.
Sleeps with Siberian Huskies.
Racing with Ginetta in the GRDC series.