Chris Moore Headshot

Chris Moore



Chris has spent 25 years working exclusively in the Market research industry as a statistician. After graduating from Newcastle University with a degree in Statistics he worked for 3 years for Martin Hamblin, specialising in conjoint analysis and other multivariate techniques. After spending a year working in Australia, he joined GfK as a Statistical consultant in August 2000. Prior to joining Ipsos MORI in December 2018, he was head of the UK Marketing & Data Science division at GfK and is currently Director of Analytics.

He has built vast experience in a wide range of multivariate techniques and is a specialist in the field of conjoint analysis, with a particular interest in Menu Based Choice models. Chris is heavily involved in all other mainstream statistical methods, including: Segmentation (K-means, Latent Class, CCEA, Hierarchical), Regression (Ridge, Shapley Values, Logistic, HB-reg, Random Forest, RWA), Pricing (PSM, PSM+, Gabor Granger), Data fusion, Imputation and Machine learning algorithms.

He is a prominent figure in the global conjoint community, having presented at numerous major events over the last decade. This has included Sawtooth Software conferences (2010, 2016, 2019), European SKIM conferences (2010, 2013, 2016, 2020) and other events such as Quirks and the MRS Innovation Symposium. Chris also runs the Conjoint and Pricing MRS Masterclass training every year.

Chris Moore What’s on the Menu? An Introduction to Menu Based Choice