Michael started his career as a marketing graduate at American Express. After receiving his vocation to work in market research, he worked at 2 of the sector’s most innovative businesses, Research Now and MESH Experience. For the last 9 years, he has been working in media research for global media agency, UM.
Michael has extensive consumer research experience and has led studies for many brands including Fitbit, Johnson & Johnson, ITV, Spotify and The Economist. He prides himself on delivering a deep level of human insight, always with a focus on actionable recommendations.
Michael has recently taken on the leadership of UM’s Data Solutions division, harnessing the agency’s best-in-class audience data stack, and client data, to deliver effective campaigns.
Michael has a particular passion for using traditional research methods to give a platform to marginalised voices in society and for understanding the role and responsibility of ads in creating and tackling stereotypes. He was named in the IPA’s inaugural iList of industry equality advocates.
Michael sits on the IPA’s Talent Leadership Group and is founder and chair of #MRSpride, the market research sector’s LGBTQ+ network.
In 2023, Michael was made a Fellow of the Institute of Practitioners in Advertising and the
Market Research Society in recognition of his contribution to the advertising and market