After a gap year building computer models for chemicals giant ICI, Rich quickly realised that the world of bolts and spanners was not for him, despite a 1st Class Honours and the Maurice Lubbock Prize for best overall performance in his degree. He promptly jumped ship to the world of economics and management, which lead to a six-month placement with a start-up firm in a dingy basement in Covent Garden. Through a contact on his placement he met Decision Technology co-founder Henry Stott who enticed him into the world of consumer decision making research. Rich has spent the last 2 years working on projects for commercial clients and building a behavioural model of consumer financial behaviour over a lifetime. He is currently managing a project for the marketing function of a large retailer.

Rich is also researching for a PhD in the area of judgement and decision making. His particular interests are consumer decision making, information processing, decision making in complex environments and the use of simple heuristics. Much of his work so far has been looking at the use of real world judgement and decision data to formulate and test psychologically plausible models of consumer behaviour. More speculatively he is interested in the ecological validity of decision-making processes and relativistic aspects of utility judgements.