ABOUT EDGE ANALYTICS

Richard is the Managing Director of Edge Analytics and co-founder of the business. He is an expert in the design, implementation and commercial deployment of complex spatial modelling techniques. Graduating in 1989 with a first-class degree in Quantitative Geography from the University of Leeds, Richard has over 30 years’ experience in the development of mathematical and statistical models to support planning and policy development, both in the UK and internationally.

Using a combination of analytical, software and database expertise, Richard’s portfolio of spatial modelling technologies includes demographic forecasting methods, real-time optimisation heuristics, synthetic data estimation and spatial digital twin models. He has also been responsible for developing a number of data intelligence products and segmentation systems at the level of postcode, household and the individual. He is the originator of Edge Analytics’ innovative macro to micro demographic forecasting technology.

Prior to Edge Analytics, Richard held R&D Director roles at university spin-out company GMAP Ltd, and more recently at a large information services business serving retail, financial services, automotive and utility clients.

Lauren is Client Services Director at Edge Analytics, responsible for ensuring exceptional delivery of products and services to clients. She works across service delivery, account management, product development, and operations to ensure high-quality outcomes for clients, while driving continuous improvement, strengthening client relationships and supporting business growth.

Lauren also has extensive experience delivering demographic evidence, forecasting and analytical projects across the utilities and education sectors. Within the utilities sector, Lauren has led and overseen the delivery of population and property forecasting projects for water companies across England, Scotland and Wales. Her work involves developing demographic forecasts, assessing population and property change, and providing evidence to support strategic planning and regulatory requirements. She has also supported the development and delivery of Hidden & Transient population analytics and population estimates for water industry regulatory reporting.

Within education, she has led the development of Edge Analytics’ special educational needs (SEN) forecasting model and has extensive experience in mainstream pupil forecasting, pupil yield analytics and early years forecasting for clients across England and Scotland.

Lauren joined Edge Analytics in 2018 following the completion of her first-class degree in Human Geography at the University of Leeds, where she specialised in service analysis and planning. She previously worked at Edge Analytics in 2016 during her year-in-industry placement, where her responsibilities included a year-long trial of domestic water efficiency devices in collaboration with Yorkshire Water.

Andrew is the Commercial Director of Edge Analytics and has responsibility for all business development and customer support activities, for our partners, our public sector clients and our commercial customers.

Andrew has a master’s degree in GIS for Business and Service Planning from the University of Leeds. He has a long history in the data and analytics industry, having worked for EuroDirect, Callcredit and GMAP Ltd in the consumer intelligence business.

Andrew’s client experience with these specialist businesses encompassed a wide range of public and private sector organisations, including the Post Office, Royal Mail, NS&I, Scottish Power, Eon, and Scottish & Southern Energy. As Director of GMAP Ltd, Andrew had development responsibility for its analytical products and services, supporting business processes and organisational planning for retail and distribution companies.

Chris is Principal Consultant at Edge Analytics having joined the business following the acquisition of Adept Insight Ltd in February 2026.

He has over 30 years consulting experience harnessing the power of data science and utilising proven data-driven predictive modelling techniques to help companies understand the data, inform their planning solutions and improve operational performance.

Chris’ sector experience is broad, including retail, F&B, petrol forecourt, automotive distribution, trade merchants and property. He has a deep knowledge and experience across European markets and in major Asia-Pacific markets plus has delivered strategic assignments in North America and Africa.

Prior to Edge Analytics, Chris was Director of Adept Insight Ltd which he founded in 2016. Before that Chris was Director of GMAP Ltd and Director of GMAP Consulting (part of Callcredit Information Group) and was also a Director of GMAP’s Japanese and Chinese businesses.

He is also a Visiting Fellow at the Leeds Institute of Data Analytics (LIDA) at University of Leeds where he has a particular interest in the use of data analytics for retail planning and consumer analysis.

Julia is the Senior Technical Consultant at Edge Analytics, having joined the business following the acquisition of Adept Insight Ltd in February 2026.

Julia specialises in quantitative methods in geospatial analysis and data science and has an established record of developing and applying predictive models and other innovative data-driven insight services to inform planning and policy making. She is an expert in data processing, analysis, and visualisation (Postgres / PostGIS, Python, R-Studio, MS-Excel, Power-BI, QGIS), as well as online data automation, reporting tools and services using MS Fabric and Power-BI.

Previously, Julia was responsible for model development and analytics delivery at Adept Insight, and headed up the Consulting and Analytics team at GMAP Consulting (part of Callcredit Information Group).

Gary is a Senior Client Development Consultant at Edge Analytics, responsible for business development and supporting clients throughout their journey, from identifying opportunities through to delivering successful outcomes. He works across all sectors, helping organisations unlock the value of data and insight to drive informed decision-making and achieve their strategic objectives.

With multiple years’ experience partnering with organisations across the healthcare, private and third sectors, Gary has helped clients utilise demographic data, analytics, and insight-led solutions to better understand their customers and communities. This enables them to deliver the right services to the right people, in the right place, at the right time.

Kate is a Senior Consultant at Edge Analytics, specialising in demographic forecasting, housing needs modelling and product development.

Combining her expert knowledge of national planning policy guidelines and her demographic expertise, Kate has overseen the development of Edge Analytics’ Local Plan Housing database, CONSILIUM, the data from which is a key input to our water industry forecasts. She has also led on the development of a range of models used to generate estimates of housing need.

Kate works closely with our partner organisations on the development of evidence to inform Local Plans for local authorities across England and Wales. She also specialises in the development of bespoke demographic evidence and modelling to clients across a range of sectors.

Kate studied for her BSc and MSc in Geography at Durham University and joined Edge Analytics following completion of her PhD at the University of Leeds. Her doctoral research involved the use of hi-tech flood modelling and remote-sensing image analysis to quantify rates of landscape change in southern Iceland.

Martyna is a Senior Consultant at Edge Analytics, with a key specialism in demographic forecasting.

She has extensive experience of the development and delivery of demographic products and services to a wide range of public and private sector organisations, including managing the development of our projects within the utilities sector. This has included the delivery of demographic forecasts to various water companies in England and Wales, informing the development of Water and Wastewater Resource Management Plans and water industry regulatory reporting.

Previously, Martyna coordinated the provision of support to the users of the POPGROUP suite of demographic forecasting models and more recently has overseen the development of Edge Analytics’ VICUS forecasting technology.

Martyna joined Edge Analytics in 2011 whilst completing her degree in Human Geography at the University of Leeds, having previously worked as a Research Assistant to Professor Phil Rees at the School of Geography in Leeds.

Rebecca is a Senior Consultant at Edge Analytics, specialising in the delivery of demographic evidence and forecasts to support the education sector.

Rebecca leads the team responsible for our EDGE-UCATE models and projects, which includes mainstream school forecasting, special educational needs (SEN) forecasting, pupil housing yield analytics and Early Years forecasting. Rebecca has worked extensively with education-sector clients across the UK, delivering these bespoke EDGE-UCATE products and services.

Rebecca joined Edge Analytics in December 2012 after completing her PhD at the School of Geography, University of Leeds. Her research involved the development of a bespoke local food miles calculator, which assessed the carbon emissions associated with transporting locally sourced products to supermarket shelves. Rebecca has expertise in spatial analysis, retail geography and geodemographics, having also completed an MSc in GIS for Business and Service Planning at the University of Leeds.

Grace is a Senior Project Manager at Edge Analytics, applying her analytical expertise to the development and delivery of demographic forecasting and evidence to clients in the local authority, education and utilities sectors.

Grace has worked on the development of Edge Analytics’ Early Years pupil forecasting model, as well as the Hidden & Transient model, quantifying populations excluded from published ONS statistics.

Grace first joined Edge Analytics as a Project Analyst in July 2019, having achieved a First Class Masters in Environmental Science from the University of East Anglia. Grace has previously worked at Sustainit, helping clients to collect, manage and analyse their Environmental, Social and Governance data in order to achieve their sustainability reporting targets and strategies.

Freya is a Technical Product Manager at Edge Analytics, with a particular expertise in software development, data modelling and database management.

Freya manages a range of products and models at Edge Analytics, including the Edge Analytics’ Local Plan housing database (CONSILIUM), and the Hidden & Transient forecasting model. She also works closely with the product team, applying her software development skills to the development of new models and products.

Freya manages projects within the local authority, education and utilities sectors, working with the team and partner organisations in the delivery of robust and defensible demographic forecasts and evidence to inform service planning.

Freya joined Edge Analytics in October 2020 as a Research Analyst, whilst undertaking the final year of her Mathematics degree at the University of Leeds.

Anna is a Project Manager at Edge Analytics, applying her demographic and analytical expertise to projects within the education sector, including mainstream school forecasting, special educational needs (SEN) forecasting, pupil housing yield analytics and Early Years forecasting for local authority clients across England and Scotland.

Since joining Edge Analytics in 2022, Anna has also been responsible for the delivery of demographic evidence to local authorities and partner organisations, informing the development of Local Plans and housing needs analyses across England and Wales.

Anna completed her BSc degree in Neuroscience at the University of Leeds in 2019. During her degree, Anna specialised in drug discovery and exposure, as well as researching neurodegenerative diseases, developing her scientific and analytical skills through lab research, and data interrogation using SPSS.

Sugárka is a Project Manager at Edge Analytics, with a particular expertise in housing data analytics and data management.

Since joining Edge Analytics in 2022, Sugárka has managed the team responsible for the updating the Edge Analytics’ Local Plan housing database, CONSILIUM. She coordinates the collection, processing and standardisation of the Local Plan housing data from local authorities and the rigorous quality control process that is applied to ensure the consistency and robustness of the data.

Sugárka also applies her project management skills within the team managing the delivery of the housing plan data and associated population forecasts to the water industry.

During her BSc degree in Industrial Product Design Engineering at the Obuda University in Budapest, Hungary, Sugarka specialised in textile and interior design, developing her visual communication, project management, and analytical skillsets.

Daniel is an analyst at Edge Analytics, applying his analytical skills to support the development of demographic forecasting to clients in the local authority, education and utilities sectors.

Daniel joined Edge Analytics in 2026 following the completion of his degree in Human Geography (IND) at the University of Leeds. As part of his degree, he completed a placement year at JD Sports, developing his data analysis and GIS skills and gaining valuable experience to take back into his studies. He further strengthened these skills during his final year through a collaborative project with GMAP, which explored the relationship between electric vehicle adoption and CAMEO consumer segmentation across the UK, developing his expertise in geospatial analysis, data visualisation and demographic research.

Jack is a Data Analyst at Edge Analytics, supporting the development and maintenance of the company’s large datasets and contributing to client projects through data processing, research and analysis. He also regularly delivers location assessments and catchment reports for clients.

Jack joined Edge Analytics in July 2026 as a placement student while studying Geography with Environmental Mathematics at the University of Leeds. Through his degree, he has developed strong analytical and quantitative skills, with a particular interest in spatial analysis.

Aidan is a Data Analyst at Edge Analytics, having joined as a placement student in July 2026. He currently studies BSc Geography with Environmental Mathematics (Industrial) at the University of Leeds and has developed a strong interest in demographics and urban planning, as well as data analysis and visualisation using software such as MS Excel and QGIS.

At Edge Analytics, Aidan has gained a strong understanding of the National Planning Policy Framework and uses this to support the CONSILIUM team, including the collection and processing of Local Plan housing data. He also geocodes and quality-checks processed site data from local authorities for the Local Plan database, contributing to project deliveries for utilities-sector clients.

Pete was the founder of Edge Analytics and now supports the team as a Demographic Consultant.

Pete has had a long and highly successful career in data science and demography, following a Geography degree that focused on quantitative methods and a PhD that examined the critical importance of migration in demographic forecasting methods. His MBA included specialisms in business strategy and quality management systems.

Pete was previously a key member of the team that developed GMAP in the late 1980s, with operational responsibility for the development and delivery of its innovative location planning technology to national and international retailers. At Callcredit (now Transunion) Pete focused on the development of solutions to the financial services sector, leading the delivery of innovative consumer debt analytics that established the business as the third credit reference agency in the UK.

Alistair is a Software Consultant, providing support and development for the wide range of models, databases, reports and utilities used at Edge Analytics. Alistair studied at Lancaster University, graduating in Geophysical Science in 1986 and subsequently gaining a PhD in numerical modelling of the Antarctic atmosphere. He worked as a climate research scientist for several years, before moving into professional software development in 2001. He has previously held roles at Tessella, where he worked with clients such as Pfizer and Siemens, and at Eigenlabs, before starting to work on a freelance basis in 2013.