Peter is a commercially focused qualitative researcher with more than 20 years of experience, having worked within, and led, insight teams in both media planning and full service research agencies in the UK, the Middle East and Australia. With an MA in Industrial Relations from Warwick Business School and a degree in Sociology/Political Science from the University of Birmingham (UK), he brings an expert understanding and application of qualitative research techniques to drive stronger consumer understanding across a breadth of categories. He is naturally inquisitive and has a natural rapport with a range of audiences that helps dig beyond surface level responses.