Joe has over 20 years’ experience in media research. He’s held various positions both practitioner and client side, specialising in audience measurement where he now leads his own independent consultancy. Currently working with ISBA acting as their Chief Research Officer on their Origin programme, Joe has been at the forefront of trying to respond to advertisers ‘north star’ ambitions, which has given him first-hand experience to the opportunities but also limitations that technology have to offer media research. Joe champions always asking questions in what we do, probably to the annoyance of everyone around him.