Martin Callingham was formerly Group Market Research Director at Whitbread, where he ran the market research, direct marketing and spatial analysis departments. He is a Fellow of the Market Research Society, was Chairman of the Association of Users of Research (AURA) and has been a Council Member of ESOMAR. In 2001 he won the David Winton Award at the MRS conference. Currently, he is a visiting professor at Birkbeck College, University of London.