I am a professor specialising in applied economics and serving as the co-Head of the Economics Division at Stirling Management School. Additionally, I hold the position of Postgraduate Research Director within the school and am an active member of the Stirling Behavioural Science Centre. My involvement extends to the University of Stirling's two vital research initiatives: the Global Food Security Research Programme and the Health and Behavioural Research Programme.

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 public health policies related to food.

My academic journey includes acquiring an MSc in Resource Economics from the University of Massachusetts in Amherst, USA. This period of study covered topics such as industrial organisation, food safety economics, and decision-making models. Subsequently, I completed my PhD in Economics at the University of Manchester, UK. My doctoral research revolved around the use of stated preference techniques to understand consumer preferences within the realm of food safety.

Transitioning to the University of York, I became part of an interdisciplinary research group focused on investigating public preferences regarding innovations in health services. This entailed making decisions among various innovative options. Upon joining the faculty at Stirling, my commitment to research remained steadfast, with a focus on uncovering individual preferences, decision-making processes, and perceptions in diverse contexts spanning food, health, and marketing. In my research, I synergize principles from both economics and behavioural science, employing methodologies from both disciplines. My interests also extend to enhancing survey designs and refining survey methodologies.