Callum Gould

Callum Gould – Head of Insights, Saddington Baynes  

Callum is the driving force behind neuromarketing at Saddington Baynes. His role is to unveil how audiences really feel about images and video. Callum pioneers the studio’s Engagement Insights® service – which uncovers deeply emotional, nonconscious reactions to imagery. 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.