Joined Spanish Market Research Trends (SMART) as Fieldwork Manager in 1993 after several years in the field departments of Emopublica, ALEF-Millward Brown and INNER, latterly as head of fieldwork at INNER Barcelona. Since joining SMART he has developed a particular specialisation in ‘difficult’ targets, notably leading-edge youth, gay consumers and trend-setting opinion leaders of all ages and has created a revolutionary recruitment and selection method for these segments. A fun-loving extrovert, his social life constantly overlaps with his work, as he stays right up to the minute with the worlds of fashion, music, bars, cinema, theatre and journalism. He never misses an opportunity for networking and is an inveterate and unashamed name-dropper!