Charles studies people: how they choose, why they make the choices they do and what forms of persuasion are most effective when it comes to shifting their preferences. He is the resident expert on brand health at LRW, a Material Company, and leads all research and development into innovative ways to measure how brands perform. Charles has been providing marketing and public opinion research to clients for over 25 years. Prior to joining LRW, he led marketing science teams at Ipsos, MAi and ThinkVine. Originally trained as a political scientist, he holds degrees from the University of Colorado, University of Florida and Ohio University.