Steve Bax is Managing Director of Bax Interaction market research, strategy and training consultancy, with over 30 years' experience at senior and board levels in B2B, B2C and not-for-profit organizations. He is a Fellow of Cambridge Marketing College, where he has been a tutor since 1993, teaching the modules on research and regularly undertaking projects. He is a Chartered Marketer, a long-standing member of the CIM and an associate member of the Market Research Society. Paul Woodhouse is Group Marketing Manager for the Vindis Group. With a background in journalism and PR, Paul later moved into marketing and has worked for a number of agencies and organizations in B2B, B2C and not-for-profit sectors. Paul regularly contributes articles and interviews to the Cambridge Marketing Review, and writes white papers and other thought leadership pieces for Cambridge Marketing College.