Sam is the Client Director of Big Sofa, a disruptive tech company that helps clients get the most from their video, image and audio research. Sam is a highly experienced research and technology consultant who leads our project work across a number of clients and sectors. He’s an expert in video and tech-enabled approaches that engage consumers and create create rich, detailed content that couldn’t be captured using traditional approaches; and in the analysis of video to create both granular and strategic insight – with a particular focus on behaviours and attitudes. His previous experience of analyzing patient pathways for the National Health Service gave him the ideal grounding in how to balance detailed, granular insight with high level stories to drive engagement and action. Sam holds a degree in History from Durham University.