As an insight specialist Ian has spent his career uncovering the needs and motivations of consumers in many sectors, to understand what drives attitudes and behaviours. This has been whilst working for research agencies, consultancies, client companies and his own company. In his current role at Transport Focus this means growing the organisation’s understanding of transport users. Previous roles have included a focus on car/van drivers (Ford was a major client when at Goldfarb Consultants) and airline passengers, when at British Airways.