CoreData’s team is a complementary blend of experienced market research, financial services, marketing and media professionals.

  • Andrew Inwood

    Founder/Principal
  • Kristen Turnbull

    Director, CoreData WA
  • Simon Hoyle

    Head of Market Insight
  • Ben White

    Head of Operations
  • Josh Tucker

    Managing Director, Anubis Data
  • Paul Croci

    Commercial Director, CoreData WA
  • Alison Sweet

    Head of Strategy and Insights, WA
  • Sharona Ghaemmaghami

    Sales Associate
  • Gittel Pacamalan

    Project Manager
  • Anthony Zhang

    Research Consultant
  • Ben Holmes

    Research Consultant
  • Henry Fagan

    Research Consultant
  • Rosie Brown

    Digital Marketing and Engagement
  • Kristy Felton

    Senior Research Consultant
  • Aymon Blundell

    Research Consultant
  • Andrew Inwood

    Andrew Inwood is the founder and principal of CoreData and has more than 30 years’ experience in the Australian financial services industry. He started his career at Rothschild Australia Asset Management where he headed the marketing team, before moving to AMP Investments where he spent more than a decade. During his time at AMP, he was seconded to Virgin Direct in the UK to help establish the finance and investment arm of the group.

    Andrew returned to Australia to be marketing director of Wizard Home Loans. From Wizard he moved to Telstra where he spent three years as general manager of applications and hosted services, before leaving to start CoreData. In the past 10 years, CoreData has expanded out of Sydney to have offices in Perth, London, Boston and Manila.

    Andrew is the author of more than 50 pieces of significant research into clients and their behaviour and has a particular focus on the value of the client experience in financial services. He is a highly regarded speaker and has delivered keynote speeches in every Australian capital city, London, Edinburgh, New York, Tokyo, Queenstown, Monaco and Berlin.

    Andrew has served on a number of charity and sporting club boards and been a seed investor in and director of a number of start-up businesses, particularly in the online sector, a practice which he continues to this day.

    He has a Bachelor of Economics from the University of Sydney ASIA.

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    Kristen Turnbull

    Kristen is director of CoreData WA and deputy managing director of CoreData Group. Kristen has more than 10 years’ experience running market research projects across Australia and founded the WA business in 2017.Kristen understands the importance of building relationships and has done so across multiple industries where she continues to leverage her strong interpersonal skills. Starting her career in journalism, Kristen’s strengths include interviewing and written communication, overseeing large, complex projects, and building and maintaining high trust-relationships with clients and peers.

    Graduating from the Australian Institute of Company Directors in 2019, she has a solid understanding of governance and risk, and is able to manage highly sensitive client projects with stringent data privacy requirements, including for banks and superannuation funds. Kristen holds an Executive MBA from AGSM and is a non-executive director of disability services not-for-profit, Intelife. Before relocating to Perth, Kristen was head of financial services in CoreData’s Sydney office. Prior to joining CoreData in 2009, she was a financial journalist for seven years.

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    Fumin Rianto

    Fumin is head of operations at CoreData with 11 years’ experience in financial services and seven years’ experience in market research. He is primarily responsible for managing a team of analysts and researchers working on a range of syndicated and bespoke research projects for clients in the Australian financial services industry. He is also involved in developing proposals, research design, project management, data analysis and the production of syndicated and bespoke research reports.

    Before joining CoreData, Fumin worked for four years as a research analyst for Rainmaker Information where he was responsible for research analysis and reporting on superannuation, funds management and financial planning. He has a Bachelor of Commerce from the University of Sydney and a Master of Marketing from the University of Technology Sydney. He has also passed all three levels of the Chartered Financial Analyst Program.

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    Josh Tucker

    Josh is a digital all-rounder and problem solver, with a passion for full-stack development, digital strategy and user engagement. Having worked in digital for nearly two decades, he has developed numerous websites, platforms and integrations for a range of clients in the local and international markets.

    After returning to Sydney from London in 2015, where he was working for global company Teradata, Josh joined CoreData to help transition the business to a digital environment.

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    Gittel Pacamalan

    Gittel is a project manager at CoreData. She primarily coordinates with the Manila office of CoreData, works closely with cross-functional teams in delivering value-added insights via research projects, and contributes to establishing the required analytical skills of the teams.

    She holds a bachelor’s degree in Communication Research from the University of the Philippines-Diliman and has been in the market research industry for almost eight years. Her experience has covered a broad range of research topics about the Australian financial industry.

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    Simon Hoyle

    Simon has 35 years’ experience as a business and finance journalist, covering superannuation, insurance, investment and financial planning. He joined CoreData in 2018 as head of market insight, bringing an ability to craft simple but compelling narratives from often complex issues, and a passion for higher standards of education, ethics and professionalism in financial planning.

    From 2007 to 2017 Simon was editor of Professional Planner magazine, a leading voice in calling for higher standards for financial planners. He has worked as an investment writer for The Australian and The Sydney Morning Herald; and before that spent 11 years at the Australian Financial Review where he was appointed deputy investment editor and editor of the Smart Money personal finance section. He was on the team that created and launched Money Management in 1987, after joining BRW and Personal Investment magazines on a cadetship through The Age in Melbourne.

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    Anthony Zhang

    Anthony is a research consultant at CoreData. He is primarily responsible for secondary research, quantitative analysis and report writing. He is currently studying a Masters in Data Science at the University of New South Wales.

    Anthony holds a double degree from the University of Technology Sydney, a Bachelor of Mathematics and Finance, and a Bachelor of Arts in International Studies (majoring in Switzerland). He spent a year studying in Switzerland at the University of Lausanne.

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    Ben Holmes

    Ben is a research analyst working in both the qualitative and quantitative sides of CoreData’s research environment. He is responsible for research design, implementation, and analysis, as well as report writing for both client-facing and syndicated research. Ben specialises in qualitative research, translating feedback from focus groups, surveys, and interviews into actionable insights for clients.

    Ben holds a Bachelor of Economics, with a major in Financial Economics, and is currently in the final year of his Bachelor of Laws at the University of Sydney. Before joining CoreData, he spent time gaining experience in the legal and financial services sector, including a winter internship with the Westpac group, and a summer internship at KPMG. He has also worked on secondment in CoreData's Boston office, where he spent time learning about the American financial services industry and their research methodologies.

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    Shitong Chen

    Shitong is a research analyst at CoreData. Her responsibility includes qualitative and quantitative research, statistical modelling, data visualisation and report writing. She holds a Master of Commerce degree (Business Analytics) from The University of Sydney.

    Her undergraduate education gives her a solid accounting and finance background and she has gained hands-on experience through a wide range of research projects. She has also passed Level 2 of the Chartered Financial Analyst Program and is a Level 3 candidate. Prior to joining CoreData, Shitong gained experience in investment banks, accounting firms and a retail giant in both China and Australia.

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    Alison Sweet

    Alison is a career researcher and has worked in a range of industries and capacities for more than 15 years. As Head of Strategy and Insights, she is responsible for the design and delivery of strategic client solutions, and our ongoing growth partnerships.

    Leveraging strong research design, data analysis and visualisation capabilities, her focus is on uncovering evidence-based strategic opportunities and insights, and crafting compelling data-driven narratives that build understanding and capability. Her expertise includes employee and workforce, education and training, consumer and social research. She has a keen interest in understanding the context and drivers of attitudes, behaviours and decisions and has worked with youth, people with disability, Indigenous and CaLD stakeholder groups and research participants.

    An advocate for industry engagement with the education sector, Alison maintains engagement with this sector as the Chair of an TAFE industry advisory group. She holds qualifications in science, education and business, is a full member of the Research Society and a Qualified Professional Researcher (QPR).

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    Dan Baxter

    Dan is a senior researcher at CoreData. He has 15 years of experience in market research in Asia Pacific, covering a wide range of clients and research techniques. With degrees in Marketing and Psychology from the University of Canterbury, he combines his knack for numbers with a behavioral lens to understand consumers and help his clients.

    His background has focused primarily on FMCG and retail, but he brings that fresh perspective and an enthusiasm for financial services to CoreData as well as a breadth of research techniques to get the right answers to the right questions.

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    Sharona Ghaemmaghami

    Sharona is a sales associate at CoreData. She is primary responsible for supporting and contributing to the sales team’s efforts and client management activities, as well as the production of proposal documents and related materials.

    In addition to holding a Diploma in Business, Sharona has recently graduated with a Bachelor of Business Administration at Macquarie University. Prior to joining CoreData, she spent time gaining experience in the retail industry where she was responsible for sales, merchandising and inventory.

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    Rosie Brown

    Rosie is Digital Marketing and Engagement Coordinator at CoreData and Hunter and Bligh. She holds a Bachelor of Commerce with a major in Public Relations from the University of Notre Dame in Fremantle Western Australia.

    Prior to her current role Rosie worked for a creative agency where she gained experience in copywriting and social media strategy. She also has experience in traditional marketing for a retail company. Rosie is currently undertaking postgraduate study in International Relations at the University of Sydney.

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    Henry Fagan

    Henry is a Research Consultant with CoreData WA. He has a strong focus on secondary research, survey design, data analysis and reporting. Prior to CoreData WA, Henry worked in strategy and research roles in the not-for-profit sector. There he drove structural change through research and insights contributions to strategic plans and major projects, including Football West’s 2018-2022 Strategic Plan and the Global Slavery Index. In addition, he is skilled in the development of PowerBI dashboards.

    Henry holds a Bachelor of Arts majoring in Law and Society and Psychology and a Master of Law, Policy and Government, both from the University of Western Australia.

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    Simon Thuijs

    Simon is a Research Consultant at CoreData WA. He graduated from UWA with a Bachelor of Philosophy (Honours) with a double major in Psychology. Having completed an Honours thesis based on investigating parental attitudes towards vaccination and how social norms can bolster vaccine acceptance, his research background is in behavioural economics and provides him with a solid basis for understanding the drivers underlying differing perspectives in emotionally charged contexts.

    Prior to his current role, Simon worked for marketing and advertising agencies, where he advised a range of clients on leveraging insights to build strong brands. In recognition of his work, Simon was awarded ADMA’s Young Strategist of the Year in 2019 and was previously named CampaignBrief’s Supernova of the Year in WA.

    Passionate about solving business problems, Simon has a Graduate Certificate in Business Psychology and is currently studying a Masters of Industrial and Organisational Psychology to further strengthen his organisational development capabilities.

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    Paul Croci

    Paul has worked in the market research industry since 1999, in roles on both client and agency side of the fence, and across industry sectors as diverse as FMCG, consumer electronics, publishing, media, membership organisations and financial services. He has headed the insights function for global brands such as NIVEA, Elastoplast and Samsung, and led a member experience- centred transformation workstream at RAC. He has also lectured at Sydney University on consumer behaviour.

    Paul joined CoreData in 2021 as Commercial Director, bringing significant expertise in brand and campaign development and measurement, concept testing, campaign performance evaluation, customer experience and brand health evaluation. He has a passion for helping brands develop effective and high-performing campaigns, and for coaching stakeholders along the way.

    Paul has a Bachelor of Business (Marketing Major) from UTS and a Bachelor of Arts (Honours) from Sydney University.

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    Ben White

    Ben has over 30 years’ experience in the research industry and is a specialist in segmentation, positioning and communications research. He is highly proficient in both qualitative and quantitative research fields. Before joining CoreData, Ben spent 7 years with Ruby Cha Cha working with Finance and Insurance brands operating in intermediated markets. Before then, Ben was based in the UK working with global financial services brands including HSBC and Royal Bank of Scotland with a focus on high-net-worth individuals.

    Bens experience also traverses into the management consulting space working for firms including the Boston Consulting Group. There he provided research expertise across various consumer categories. In addition to this, he has client-side experience, working as a Market Research Manager for Zurich Financial Services Australia. Over his many years’ experience, he has worked alongside several Financial Services categories including, banking, investment and insurance.

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    Kristy Felton

    Kristy has over 15 years’ experience providing organisations with strategic advice and insights to help them deeply understand their consumers and markets. She is highly skilled across all quantitative and qualitative methodologies, and areas of expertise include brand health tracking, brand positioning, customer journey mapping, target market identification, consumer segmentation, and campaign pre-testing, tracking and evaluation.

    Prior to joining CoreData in 2021, Kristy held consulting roles at Synovate and Faster Horses Consulting, and has worked in insights and community engagement roles within both state and local government. She has worked closely with some of WA’s most well-known organisations including Kleenheat, Western Power, Synergy, ATCO, Bethanie, Peet Property, LWP, CBRE, P&N Bank, BankWest, Mrs Macs, Mundella, Tourism WA and WA Museum.

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    Aymon Blundell

    Aymon is a research consultant at CoreData. His responsibilities include research design and implementation, data analysis and research report writing.

    He holds a Bachelor of Commerce from the University of Sydney, where he majored in Marketing and minored in Spanish and Latin American studies. Before working at CoreData, Aymon previously worked for market research consultancy EY Sweeney, as well as other various roles in the advertising and market research industries where he was able to develop his acumen for using data to create actionable business insights.

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