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Martin has been involved in shopper insight for more than 20 years. He has consulted around the world, specialising in shopper behaviour and the effectiveness of display and retail layouts, and brand and retailer attitudes to in-store communications.

He is responsible for the origination of shopper focused Marketing at Retail metrics through POPAI (Point of Purchase Advertising International) the international trade association, and is passionate about bringing the shopper to the heart of brand planning.

Since 2008 he has been involved in marketing at retail and shopper insight in South Africa through Visualfusion, the in-store specialist below the line agency, applying global knowledge where applicable, to the diverse South African market.

He has spoken extensively around the world on many aspects of retail display, shopper marketing and shopper insight.

Martin is Director General of POPAI UK and Ireland. In the UK he is also a director of SheridanGlobal an in-store insight agency, which works extensively across retail channels for a range of blue chip clients.

Outside work, Martin still plays cricket although rather more slowly than he used to.