Clive Nancarrow is Professor of Marketing Research at Bristol Business School, University of the West of England. Research interests include marketing research applications and consumer behaviour. With an academic background in psychology he pursued a career in market research on both the research agency and client side (L’Oreal) before joining Bristol Business School. He continues to be involved with the marketing research industry in a consultancy role. He has been retained by a number of by major international companies and presents regularly at both academic and practitioner conferences.