Tony founded SigDiff in 2007 and remains a hands-on analyst with many years of experience across a wide range of analytical techniques and industry sectors.

The early part of Tony’s career was spent in analytical roles at major organisations, including Tesco, Mars and Unilever, before joining the market research industry in 2001.

Tony specialises in analytical methods such as segmentation, conjoint and key drivers, but also in the intelligent use of data to answer business questions.