I am a professor of applied economics and the co-head of the Economics Division at Stirling Management School. I am also an active member of the Stirling Behavioural Science Centre. My primary research interests lie in understanding consumer choice behaviour, decision-making processes, and eliciting preferences and perceptions.

My academic journey started with an MSc study in Resource Economics from the University of Massachusetts, Amherst, USA. My studies encompassed subjects such as industrial organisation, food safety economics, and decision-making models. Subsequently, I obtained a PhD in Economics from the University of Manchester, UK.  My doctoral research focused on employing stated preference techniques to investigate consumer preferences in the context of food safety.

After completing my doctoral studies, I relocated to the University of York and became a part of a multidisciplinary research team that focused on investigating the public's preferences for innovations in healthcare services. Upon obtaining a faculty position at Stirling, my relentless dedication to research has been directed towards exploring individual preferences, decision-making processes, and perceptions across a broad spectrum of contexts, including food, health, and marketing. In my research, I integrate principles from both economics and behavioural science and employ methodologies from both disciplines. Furthermore, my research interests extend to improving survey designs and refining survey methodologies.

Beyond academia, I contribute my expertise as a member of the Social Science Research Committee for the UK's Food Standards Agency. This non-ministerial government department plays a crucial role in shaping food-related public health policies.