About me

Callum Gould is Head of Insights at Saddington Baynes, running its Engagement Insights(R) consultancy service, which measures the emotional impact of campaign imagery. This is a world-first for a creative production studio and an entirely new way to measure brand perception with the power of neuromarketing. Callum is continuously developing Saddington Baynes' in-house expertise of behavioural sciences and leveraging this knowledge to pioneer neuro-led creative production.

He also leads Saddington Baynes' benchmarking project, looking at consumers' perception of major brands. Callum joined the Saddington Baynes team from Groupon, where he was a Business Analyst. First and foremost, Callum is passionate about data driven story-telling.