Dave Cook is a Director and Owner at What People Want. He possess expertise in eye tracking, intranet, customer experience, convergence, media and entertainment and 45 more skills. Colleagues describe him as "I have worked with Dave at What People Want for just over 2 years. His knowledge and passion for user experience has been infectious on those that work around him. Dave's attention to detail is apparent in all work that comes out of What People Want. His hands on approach to management ensures his expertise are a part of every project delivered. He is willing to share his knowledge with those around him. Dave has been a mentor to myself and many others who have worked at What People Want. Often employing interns straight out of university, Dave offers guidance and valuable experience to shape and guide them to progress to rounded, talented UX consultants. Dave's passion and experience defines him as a true pioneer in user experience, always determined to explore and research further than others have before." and "The expertise provided to Fjord have given unprecedented insight into the behavioural needs of users and clients alike. Professional to the end, Dave's attention to detail and energy is both engaging and motivating."