Prof Chris Alford

Chris is a psychopharmacologist whose expertise is in understanding the relationship between cognitive processes and underlying neurochemistry. He has worked as a consultant to the pharmaceutical industry and a legal adviser and expert witness for sleep, drugs and driving related cases.  

Chris is our expert consultant and advises on our lab based biometric research.

Jocelyn Tse

Jocelyn has over 17 years of marketing communications experience in bothHong Kong and China. Her strategic expertise spans from brand to communications planning, business strategies, product innovation, digital and social media strategies, data & analytics, eCommerce, CRM, CX, UX, entertainment solutions and eSports strategies. She is highly passionate in technology and always aims to apply new innovative solutions to the businesses she works on.

In the years of her career, Jocelyn successfully built award winning brand positioning campaigns for some of the worlds biggest brands and worked on a number of categories such as; luxury, beauty, automobiles, tourism, entertainment, fashion, financial services, consumer electronics, hospitality, pharmaceuticals, nutrition, FMCG etc.

Jocelyn believes in a humanistic approach to her strategy. In her work she uses a combination of quantitative and qualitative data, big and small data, social-economical trends and data, trends, and behavioural and media data. However, she is adamant about looking at data through human lens that can then be translated into ways that can connect consumers with the right content in the right channels or platforms. This means we are not only connecting with consumers through data, but connecting with people with great stories to tell. She firmly believes this is especially important in today’s world of data and technology.

Pankaj Kale
Pankaj Kale

With over 15 years of experience, Pankaj is a seasoned Programme Manager / Delivery Director. He has worn many hats in his IT career, beginning with software developer, testing, IT Projects, BAU projects, then moving forward to very large complex IT migrations, transitions & digital transformations.

Over several years, as a senior leader and member of the Delivery Management leadership teams, Pankaj has proven proficiency in steering complex large scale programs, understanding the strategic impact, identifying interdependencies, developing pragmatic and innovative solutions & turning around historically difficult projects.

Pankaj has successfully lead teams as part of Big 4 Consultancy – Deloitte UK and BAE Systems team; and delivered consultancy service and large scale IT programs for blue-chip clients such as Rolls-Royce, Barclays, Transport for London, Post Office, Barclays, Insurance – Amlin, Home Office, Cabinet Office, Highways England, and others.

Rowena Romulo

Director and Owner of Romulo Restaurant Group UK, Former MD of JP Morgan, London, and MD of Citibank

Rowena Romulo is the owner of Romulo Café, the first international outpost of a family-owned food business established in 2009 in Manila. Rowena has put Filipino cuisine firmly on London’s foodie map winning the Time Out Love London award for most loved restaurant in Kensington, a four-star out of five review from Timeout critics, Opentable Diner’s Choice Award in March 2017 and inclusion in Harden’s Best UK Restaurants 2017. Rowena is a granddaughter of Carlos P Romulo, a nominee of the Nobel Peace Prize 1952 for his work as the 4th President of the UN General Assembly 1949-1950. Before devoting her work full-time to Romulo Café, Rowena was an accomplished Senior Banker with over 30 years’ experience in the financial services industry having worked at Citibank and JP Morgan with international assignments in New York, Milan and London. She has held various positions in operations, product management, business management, strategy, product development, sales, marketing and communications. With her extensive background in management of a global company and experience in setting up her own business in a new field, Rowena brings valuable insights into the challenges that can face companies like Split Second Research.

Thiago Oliveira

Thiago Oliveira graduated from Leeds University with an MSc in Digital Marketing. He worked for several advertising agencies in the UK before becoming a Director and co-founder of an advertising agency in Brazil, making award-winning TV commercials for major companies and organisations. He now works full-time for Split Second Research as our Director of Global Marketing and Communications.

Felipe Montenegro

Felipe has a Masters in Administration and Market Sales from FGV business school, Brazil. He has 13 years’ experience in marketing analysis and planning. He has led several successful advertising and marketing companies in Brazil. He is our Global Commercial Director.

Pauline Foster
Pauline Foster

After graduating with a degree in Food Science and nutrition, Pauline started her career in 1986 as Trainee Flavourist at Barnett & Foster in the UK. She later joined Quest (now part of Givaudan) where she worked for 8 years managing sensory teams in the UK, Holland and in the USA. During this period, she studied Psychology (Neuroscience at Warwick University) and was awarded an MSc and then an MPhil in 1992. Pauline later moved on to become head of Sensory Analysis and Market Research at Weetabix before joining Sensory Research Laboratories SRL-Martin Hamblim as their Research Executive.

In 1998 Pauline co-founded her own consultancy company Foster and Brown Research Ltd. based in Gloucestershire, where she combines working with public health, along with academic and private sector market and sensory research.

In 2007 she was visiting professor at Cornell University for a short period and currently works closely with several teams of researchers at the University of Oxford. Last year she was a joint author on a paper in the Lancet.

Igor Aleksander
Prof Igor Aleksander

Emeritus Professor of Neural Systems Engineering, Imperial College London and Fellow of the Royal Academy of Engineering

Professor Igor Aleksander is a world renowned expert in neural systems engineering. In 1986, he led the team that developed one of the world’s first commercially available vision systems, WISARD, that learned to recognise human faces. WISARD is now an exhibit at the Winton Gallery in the British Science Museum in London. He was Head of the Department of Electrical Engineering and Gabor Professor of Neural Systems Engineering at Imperial College from 1988 to his retirement in 2002. In 2000, he won an IEE Lifetime Achievement Medal for Informatics for his work in digital neuro-modelling and artificial intelligence and consciousness. His most noted works include, Impossible Minds, My Neurons My Consciousness published by Imperial College Press. Igor brings his extensive knowledge of neural systems and machine learning to advise the team’s development of its neural network platforms.

Mark Webster

Mark is a seasoned brand, marketing and communications professional, with over 25 years’ executive leadership experience across the Asia Pacific region. The former Chairman & CEO of JWT in Hong Kong, one of the world’s largest advertising agency networks and part of the WPP Group, Mark has in-depth experience leading their offices in Japan, Korea, Thailand, the Philippines and Vietnam. In 2007, Mark was named as one of the “20 most influential Brits abroad” by Campaign, the world’s leading business media publication. He has worked closely with some iconic brands and blue-chip companies like HSBC, Rolex, Unilever, J&J, Ford, Nikon, Thai Airways, De Beers, Kellogg’s, Nestle, Unicharm, Ferragamo.

Mark retired in April 2019 and settled back in the UK. He now spends some of his time on another passion, to teach a million children to swim! Co-founder of a registered charity The Water Giants (watergiants.org) set up specifically to teach kids to swim in low-income countries. Research proves drowning is the number one killer of young children in these communities and proactive water safety can save thousands of lives.


Mark is ideally placed to provide SSR with business management, strategic leadership and general counsel, and we’re delighted to have him on board.

Prof Gemma Calvert

Professor Gemma Calvert, DPhil CPyschol FRSA Professor of Marketing, Nanyang Business School & Director for R&D, Institute on Asian Consumer Insight (ACI), NTU, Singapore, is a co-founder of Split Second Research. She is an internationally renowned neuroscientist and foremost pioneer of neuromarketing. An entrepreneur, academic and seasoned speaker, Gemma has published over 60 scientific papers on human brain function, including articles in Science and Nature.

She has lived in Asia for most of her formative years and in the past 6 years, has been a Professor in Marketing focusing on Asian consumers in Singapore. Her research on the power of the subconscious brain has been widely covered in the international press and television media, including Time, Newsweek, The Economist, The Straits Times, CBS 60 Minutes, the BBC World Service, BBC3 Series on Secrets of the Superbrands, BBC Radio 4 and several worldwide documentaries on the brain in business.

Geraldine Trufil

Geraldine Trufil is our Director of Global Operations & Co-founder of Split Second Research. With a background in engineering from Central Mindanao University, an MSc in environmental waste management from Glasgow Caledonian University, and project management experience with The Transport Research Lab Crowthorne, she has a range of valuable research and PM skills.

Geraldine also manages Split Second Software Services, our corporation in the Philippines that provides the company’s programming developments.

Dr. Eamon Fulcher

Dr Eamon Fulcher has over 28 years’ experience as a brain scientist from Imperial College London University. He has expertise in neural networks, particularly the relationship between conscious and non-conscious motivation in consumer behaviour. He has worked with some of the best academic minds such as Alan Baddeley, Igor Aleksander, and Andrew Mathews in implicit learning and machine learning at Imperial College and University of Cambridge.

He has provided consumer insights for a large number of media and multinational companies, including Coca-Cola, the BBC, ITV,  Bayer, Hewlett Packard, Symrise, Givaudan and many more.

How does it work?

To understand a brand’s position within a market, we have developed a platform to identify the emotional pathways that lead to a purchase.

Consumer Neuroscience
1

The analysis identifies a model of the product category, identifying key drivers and motivators.

2

It finds the causal relations between attributes (e.g., which attributes combine to trigger other attributes, such as trust, or premium, and so on).

The platform maps the ‘causal pathways’ showing how specific attributes and features can build positive emotions, and how specific attributes can lead to a purchase and to advocacy. We then assess your brand and that of your competitors on this model.

This is an objective measure. The data is based on implicit reaction time tests that flash words and images on the screen that respondents have to react to as quickly as they can. It is very difficult to fake.

Our experts

World leading authorities in understanding brands and consumer behaviour

Dr Eamon Fulcher

CEO & Co-founder

Geraldine Trufil

Director of Global Operations &
Co-founder

Prof Gemma Calvert

Neuroscientist & Co-founder

Mark Webster

Director of Business Development

Igor Aleksander

Prof Igor Aleksander

Neural Network Advisor

Pauline Foster

Pauline Foster

Sensory Specialist

Felipe Montenegro

Global Commercial Director

Thiago Oliveira

Director of Global Marketing and Communications

Rowena Romulo

Business Advisor

Pankaj Kale

Pankaj Kale

Technical Advisor

Jocelyn Tse

Split Second Research Associate. Hong Kong/China

Prof Chris Alford

Technical Advisor

See their full profile
UK
SPLIT SECOND RESEARCH LIMITED
30 New Street,
Worcester,
WR1 2DP
Registered in England and Wales
Company No. 09455069
VAT Number: GB 258728756
Brazil
Av. Paulista, 2064 - 14º andar
Bela Vista, São Paulo
São Paulo  – Brasil
CEP 01310-200
Número: +55 (11) 2844-4489