Bjorn Thorleifsson is the Head of Research & Insights at amp sound branding, a WPP company. He is a Consumer Behaviourist with an educational background in psychology and sound engineering, focusing on how music and sound affect people's consumption. Bjorn has a keen interest in the practical applications of the combination of music and psychology to the "real world". He has an inquisitive mind and finds it intriguing to see how music can influence consumer behavior, marketing, and employee well-being and satisfaction. He has developed skills that enable him to carry out domain-specific literature research and reviews, market and consumer research, project management, survey design and administration, data collection methods (qualitative and quantitative), SPSS analysis, and report writing.