As the CPO and co-founder of DIY Surveys, I lead the product vision and strategy of a powerful yet easy to use DIY mobile and online survey solution that enables researchers and businesses to gather insights from their customers and audiences. With 18 years of experience in the mobile research industry, I have co-founded and grown two SaaS businesses, DIY Surveys and OnePoint Global, that have revolutionized the way surveys are designed, delivered, and analysed.My passion for market research and innovation also extends to my academic and professional pursuits. I have a PhD. From The University of Surrey Business School, an MSc in Public Programmes from Arizona State University, and a BA Hons in Human Movement and Planning Administration from Leeds University. I have developed and published the HOLSAT Satisfaction Model, a model that measures Tourist Holiday satisfaction using expectations and performance analysis and is one of the most referenced customer satisfaction models alongside SERVQUAL. Other academic contributions include Pioneering work and publication relating to Residents Perceptions of Tourism development in the Urban environment. I was also a founding board member of the Mobile Market Research Association and a member of the ESOMAR special projects team that developed the professional guidelines for conducting mobile market research.