When did you start working for Digital i?

I founded Digital i in 2003, I felt inspired by the creativity of the industry and felt that my mathematical knowledge and analytical mind could help transform the analysis of audience ratings into an automated and seamless process.

Which TV character are you most like?

I once dressed up as the Hulk for Halloween with my family and they seemed to think that the character and I have a lot of similarities. I have, on occasion been known to lose my temper…

Who would you like to play you in a movie about your life?

George Clooney, or perhaps Sylvester Stallone – it would depend upon which part of my life the movie was centred.

Top 3 fictional dinner party guests?

Raskolnikov (Crime & Punishment) , Harry Haller (Steppenwolf) and any character from Airplane.

What have you noticed about the viewing revolution?

Entertainment consumption is no longer confined to the home. On demand services are accesible via all devices, present in hotels, aeroplanes, phones and tablets on the bus or train or tube. This is why there needs to be a measurement revolution alongside it. A smarter world of media research will mean better content, happier subscribers and fair competition.