After taking a degree in the history and philosophy of science, market research was the next obvious career step. Post a stint in the ad-hoc research world and then the beer industry, Fraser has held multiple roles in the last 20 years at Worldpanel, all connected through advising multiple brands and most of the UK’s grocery retailers from an understanding of what shoppers really do, sourced from the rich data of Worldpanel’s multiple behavioural panels Fraser comments each month on the latest retail trends for the much followed Worldpanel Grocery Market Share release. Fraser’s views are regularly sought by print, digital and broadcast media on the very latest shopper, consumer and retail trends.