I'm James Hawes, Data Science Director at boobook.
I studied chemistry with business at Imperial college in London, and soon realised that it was business, and specifically marketing, which interested me more than working in a laboratory. I've worked for several market research agencies, and joined boobook from Millward Brown, where I was responsible for evaluating multimedia advertising campaigns.
The thing that interests me most about my role is trying to understand and quantify the reasoning (or lack of!) behind people's behaviour and decision making.
My biggest interest outside of the office is cycling. I'm often found dodging traffic around London, sprinting round Herne Hill velodrome or planning my next trip away to the mountains, though I will swap my bike for a snowboard in winter. Off the bike, I have been known to enjoy a slice of cake. Or two.