Preriit Souda is a data scientist working for TNS UK. TNS is a leading global marketing research agency within WPP. Preriit’s key focus is to help organisations answer those difficult strategic questions by unravelling explicit and implicit human expression through mining social media data. He has provided real-time analysis of industrial actions, reaction to TV shows, and impact of negative PR. His work has helped develop new products and track brand reputation using social data alongside more traditional market research approaches such as Survey, Google search data, CRM and mobile data. Preriit has a number of accolades which include winning the ARF (Advertising Research Foundation) Rising Star-Gold 2014, the prestigious ESOMAR Young Researcher of the Year (2011), and Best Analytics paper at MRSI Annual Conference 2012. Preriit regularly speaks on industry platforms and publishes work, recent appearances include ESOMAR, IIEX, MRSI, ARF, SRA, WARC, NewMR. Articles include papers for ESOMAR, CASRO, ARF, WARC & KD Nuggets.