After medical training I went into journalism and broadcasting before returning to university to read psychology. I obtained my PhD from the University of Sussex where I lectured in clinical psychology & psychopathology. I am a Fellow of the Royal Society of Medicine and an Associate Fellow of the British Psychological Society. I lecture widely at conferences around the world and I have been described in the media as the 'father of neuromarketing' due to my work in brain imaging during the late '80's. I am founder and Chairman of the UK based Mindlab International. My latest book The Brain Sell, describes the relationship between science and selling, explaining the advanced and sophisticated techniques now being employed to influence - some critics would argue manipulate - consumer behavior and choice.