Following a degree in BA Geography and a PhD in Geodemographics at Leeds University, James started his career in an earlier edition of GMAP, in 2003. After 7 years in GMAP, he ventured into an in-house customer analytics role before returning to his consulting roots at a London-based Location Planning Consultancy for the next 11 years. In 2024, James rejoined GMAP as a Principal Consultant and continues to provide consultancy support to clients in automotive and retail, as well as helping to find solutions for current and potential new clients.