Doug Baker

Chief Strategy Officer

Having worked at some of the world's best digital and marketing agencies, Doug has strategic experience in Data, Research, Customer Experience, Brand and Comms Planning. Before taking on his current role at SHIFT, he had worked on major global brands including HSBC, Sainsbury’s, Nike, Barclays, Nando’s, BT and Volkswagen. Doug collaborates with our clients to shape impactful strategies for their businesses. In addition to leading SHIFT's research and strategy functions, Doug is also the product lead for SHIFT's global research panel The Rider Research Hub, a unique community that can connect brands to the views and needs of real riders. An enthusiastic but middling Cyclocross racer, who can also be found on the road, running local trails & commuting by Brompton.

Read More

Matt Martin

Research Director

Matt has over 16 years of experience working in consumer research and insights for clients including UEFA, British Airways, and Zurich Insurance. His expertise lies in brand positioning, brand tracking, concept and creative development, and segmentation. As Research Director, Matt leads SHIFT's research services, including the Rider Research Hub, delivering a range of projects for clients as well as providing industry-level thought leadership. A keen gravel rider and runner, Matt enjoys exploring the roads and trails of South Wales near his hometown of Cardiff. When the weather is good, he likes to get out on his paddleboard, often with his kids in tow.

Read More