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 by middling Cyclocross racer, who can also be found on the road, running local trails & commuting by Brompton.

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Emily Bates

Senior Research Manager

With over 10 years of experience working in a B2B insights agency, designing, running, and analysing research projects at SHIFT, Emily has a wide range of experience and is certified by the Market Research Society. At SHIFT, Emily is able to combine her talent for data and research with her passion for all things cycling, supporting thought leadership and the end-to-end delivery of client projects. After a few successful bike racing seasons and riding some of the biggest climbs in Europe, Emily now runs ultramarathons. She also enjoys gardening, renovating her house, and swimming in the sea at every opportunity.

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El Graves

Research Executive

A former student of Veterinary Science who went on to earn a PhD in sustainable agriculture, El now works as a Research Executive. She has experience creating surveys focused on biological research and currently supports social content for the Rider Research Hub. El has also previously worked in the cycling industry, publishing video content. Two years ago, El began cycling and instantly fell in love with the sport. Now a member of her local cycling club, she has participated in a few crits. However, her passion has recently shifted towards mountain biking, trading tarmac for trails and swapping aero lycra for baggy shorts. This year, she hopes to be spotted at some XC races!

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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.

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