BBC Radio 4 described Tim as a “neuroscientist gone rogue” because he now applies his knowledge as a vision scientist to commercial questions around design optimization and behavioral influence. After graduating in Mathematics, Tim travelled the world as a software developer living and working in the US, Asia and Switzerland. He returned to university in 2005 to study Psychology and completed his PhD in visual neuroscience, decision making and aesthetic perception at Royal Holloway, University of London in 2010, where he continues to research and teach. In 2011 he co-founded Acuity Intelligence Ltd, a neuroscience-based research agency and consultancy that specialized in real-world applications of eye-tracking, biometrics and behavioral research, which was subsequently acquired by Tobii Sweden in 2018. During that time, Tim worked with Unilever, P&G, Coca-Cola, GSK, The Guardian, BSkyB, BAE Systems, Jaguar Land Rover, Premier Foods and The Walt Disney Company, to name but a few, heading up research to evaluate and optimize package designs, digital media, mobile apps and marketing strategy! More recently, Tim has operated as independent consultant and has spent the majority of time working with Google on the Ads and Maps products to apply eye-tracking and vision science to their user experience.