His specialisms include implicit reaction time testing and psychobiological recording in market research and he has developed a large array of tools to measure consumers’ subconscious emotions and attitudesHe obtained his PhD in the field of neural networks at Imperial College of Science, Technology and Medicine, University of London, under the supervision of Igor Aleksander. He was a research assistant to Alan Baddeley at the Cognition and Brain Sciences Unit at Cambridge. He has also worked at the Goldsmiths College University of London, the University of Worcester, the University of Gloucestershire, the University of Murcia in Spain. As well as a psychology tutor and a researcher, he is a writer, a programmer, a web designer, and statistical and research methods consultant.