Anne-Fay joined What If in 2007 after spending nearly 10 years in the advertising industry. As our in-house trends researcher, Anne-Fay provides dynamic insight and trends research with specialisms in media, technology and youth. She also investigates ways of applying emergent and disruptive tech to a business context and has helped create our in-house wiki. Her recent client experience includes projects with CNN, Scottish & Newcastle and Experian.

In her spare time, Anne-Fay writes about emergent culture on her blog, bigshinything.com. She also knows an awful lot about Madonna, having written her Masters dissertation about the pop singer.