For the last 12 years, Michael has been leading brand and consumer research at UM Worldwide.
Michael has a particular passion for using traditional research methods to give a platform to marginalised voices in society and for understanding the role and responsibility of ads in creating and tackling stereotypes and prejudice.
Michael sits on the IPA’s Talent Leadership Group and is founder and chair of MRSpride, the market research sector’s LGBTQ+ network.
In 2023, Michael was made a Fellow of the Institute of Practitioners in Advertising and the Market Research Society in recognition of his contribution to the advertising and market research sectors. He is Senior Honourary Fellow at Bayes Business School, City St George’s, University of London.