Barry is the MD of Accuracy and brings with him 20 years’ experience of working for many of the world’s leading brands.

A trained Counselling psychologist (TCD) with a further degree in psychology and an MSc in marketing, Barry brings a unique expertise to understanding what drives human behaviour and purchase decisions. He is a PIONEER of new research methods and in particular getting closer via “Real World Research” which is conducted with consumers as they make decisions.

After 12 years at the helm of Drury Research (former Chief Executive) he chose to establish his own agency, Accuracy, combining 20 years of market research experience and communications into a single entity.

As a former Director of Drury, Barry is uniquely placed to understand how research can be used to shape, drive and benchmark communications campaigns.

Barry started his career in Behaviour and Attitudes, where he had extensive experience of conducting group discussions, depth interviews and surveys for a broad range of fmcg and corporate clients. Since that time, he has conducted groups, in-depth interviews and surveys for a broad range of clients including Axa, Kellogg’s, IBM and Tetra Pak.

He also works for all the major pharmaceutical companies including Pfizer, Roche, Abbvie, Astra Zeneca and Astellas.

He has also worked extensively for Government Departments and semi state companies (Enterprise Ireland, Science Foundation Ireland, Department of the Taoiseach, Department of Education etc)  and is the author of multiple published reports.

Barry is an active member of the Marketing Society of Ireland and is also a guest lecturer at the Michael Smurfit Business School to the MBA, MBS and PHD students.