Chris has over 12 years of experience working with both food and non-food clients across the globe, with a particular focus on the UK and APAC markets. He specialises in leveraging real shopper behaviour data to uncover consumer actions and thoughts, and advising brands, retailers, and governments on how they can influence future purchasing decisions. Some of his most rewarding projects have included guiding new product development, driving reformulation efforts, and exploring how individuals adapt to external challenges, such as managing household budgets in times of economic constraint.