ABOUT

David Gallagher is an experienced Cognitive Scientist, and Chartered Psychologist, having worked in the industrial research sector for over 20 years.  With a background in Experimental / Cognitive Psychology and Neuroscience he applied this expertise within a global FMCG organisation, bringing novel solutions to business problems.  His passionate focus is on 'unlocking' the consumer mindset using an approach that synthesises insights about the broader context in which consumers operate with an understanding about how the brain processes information about the world and translates that into decisions and actions.  This gives a somewhat unique perspective that seeks to bridge the gap between real world observation and academic theory and methodology.

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David has incorporated his knowledge and approach across a diverse portfolio of applied research projects spanning the globe in varied consumer contexts. The focus here is always on devising studies that employ experimental rigour but which are informed by real world context.  Examples to date include: behaviour change focusing on water usage in Chinese households using digital technology interventions; improved design of E-commerce platforms through simulated online shopping in UK laundry users; experiential marketing using Virtual Reality for added value and retail uplift in European markets; consumer engagement with Artificial Intelligence in recommender systems for general retail as well as in healthcare diagnosis in developing regions; perceptual design principles in signature brand packaging for increased shelf standout.  In all cases (and many more besides) the methods selected, ranging from hybrid qual/quant techniques to more specifically perceptual and 'neuro' metrics, were devised to accommodate the real situations that consumers find themselves in.

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In parallel with this career, David has spent many years working closely with academic colleagues exploring brain functioning in extreme environments, particularly relating to cognitive performance in high altitude mountains.  This has involved building a model of neurocognitive factors in optimal performance in collaboration with the Brain Dynamics Laboratory and the University of Valparaiso, Chile on a government funded project  investigating facets of attention and cognition in mine workers and mountaineers. The work was the basis for numerous funding applications and a prospective programme combining neuroimaging with virtual reality to optimise brain function under environmental stress.  This relates more broadly to a framework for devising engaging consumer experiences, as well as towards stimulating task-focused optimised performance in both everyday life and extreme sports pursuits.

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Furthermore, David has broad experience of adventure pursuits in his travels around the world, with interests and affiliations in the adventure tourism research and experiences sector.  He has presented his research methods approach at conferences, to marketing agencies and academic institutions to inspire and inform business schools and design students alike.  This has emphasised the virtues of adopting a rigorous approach to devising engaging consumer experiences, be that in product innovation (laundry packs) or in environment design (airports and aviation).  Consequently, his expertise can be sought to implement consumer studies across the spectrum of products and experiences. 

Additionally in a purely voluntary position as a Director for Research with a Merseyside based Community Interest Company - Shadow Wind - David is involved in social enterprise projects that put psychological principles into practice by working with disadvantaged and marginalised groups and individuals to restore purpose and mental wellbeing.  Through sailing-based adventures, such individuals who have fallen on hard times can gain the benefits of task-based focused, stimulation through challenging activities and a sense of common goals in team work.  The research component in this involves partnering with charitable organisations and academic institutions to further understanding about how such experiences can engage and motivate individuals towards higher aspirations. You can read more about David's 'adventure psychology' approach here.

The bottom line is: what fundamentally engages the consumer's attention, emotion and ultimately intention in order to enrich quality of life? The answer lies in understanding the brain in context...

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