At Swansea University, I am lecturer in Business Analytics (BA). This looks at a variety of research methods across disciplines and how they can be utilised by managers to help understand and therefore improve the performance of the companies they manage. I am also teach across a number of other modules in the Management and Systems Section of the School of Management.
Before coming to Swansea University, I completed a BSc in Psychology, followed by an MA in Business with Consumer Psychology. I then progressed onto a PhD in Marketing.
My principal research interests lie in the field of marketing and big data, with a specific focus on prescription pharmaceuticals. I am currently modelling and forecasting prescription pharmaceutical life cycles using time series analysis and diffusion modelling techniques.
My future research plans are to build on the foundations of my PhD by conducting primary research with GP’s. I have an interest in doing this using both quantitative and qualitative methods. I also have an interest in consumer behaviour and consumer psychology, with a focus towards brands and consumer ethics. Finally, I am interested in applying judgemental forecasting to various business related scenarios.