I am an academic leader and researcher working at the intersection of qualitative methodology, artificial intelligence and digital consumer behaviour. As Dean and Board Director at UK Management College, Manchester, I lead academic delivery, quality and student outcomes across six campuses. I hold a PhD in Digital Marketing from the University of Gloucestershire and a DBA from the University of Worcester, and I have taught and supervised research at Arden University, the University of Hertfordshire and Solent University, alongside an affiliation with Christ Church Business School, Canterbury Christ Church University.

My methodological research answers the questions qualitative researchers actually struggle with. How do I move from themes to a conceptual model? That led to Systematic Thematic Analysis (2023). How do I know — and prove — that I have reached saturation? That led to the PRICE model (2024). Should I use AI in my analysis, and if so, how do I do it without losing rigour? That led to the first step-by-step processes for using ChatGPT in thematic analysis and in case study research (2025), both published in the International Journal of Qualitative Methods.

My substantive research examines how people behave in digital environments: panic buying and misinformation during COVID-19, user-generated content and fashion brand engagement, mobile and internet banking adoption, scan-and-go retail technologies, and the e-semiotics of luxury brands on Instagram — published in journals including the European Journal of Marketing, Psychology & Marketing, International Marketing Review, Journal of Retailing and Consumer Services, Information Technology & People and Electronic Markets.