Our Team


Dr Simon Fifer:  B.Ec., M App Stats, PhD (Choice Modelling)

Director: Research and Innovation

Tel: 0403 862 091
Email: simon.fifer@cappre.com.au 


Dr Simon Fifer is a founding partner of CaPPRe and Director of Research and Innovation. He is a specialist in studying human decision making using choice based measurement. Prior to starting CaPPRe, Simon was core member of the Centre for the Study of Choice (CenSoC, UTS) and the Institute for Choice (I4C, UniSA).

Simon manages all the technical aspects of projects and is responsible for continuing to push the research boundaries to ensure CaPPRe are at the forefront of innovations in choice based methods.

Over 12 years’ experience in industry / client management allows Simon to present the technical aspects of choice research in an industry friendly manner. Simon considers himself a ‘pracademic’ (practical academic), with a research focus directed at solving real world problems with major societal impact.

Simon regularly presents at various national and international conferences, and publishes  papers in leading academic journals.

Simon has a PhD in Choice modelling from the University of Sydney.


Laurie Axford: Grad Dip BA, BPE, Diploma Market Research, GAICD
Managing Director

Tel: 0419 905 702
Email: laurie.axford@cappre.com.au

Laurie Axford is a founding partner of CaPPRe and is a passionate and results driven Managing Director with 35 years’ experience in healthcare. 

In his most recent Managing Director role Laurie lead a team of research professionals for the Australian affiliate of a multi-national healthcare specialist market research agency after roles in business development and project management with the company, Cegedim Strategic Data.  Laurie spent 17 years with Cegedim and its predecessor Decisions Research in Australia.

Laurie spent a similar period (1980 – 1998) as a director of Australia's first private cardiac rehabilitation program, where he directed the exercise prescription and lifestyle modification program.  This was Australia’s first privately owned cardiac rehabilitation program. During 1990-1992 he was also head of fitness and conditioning at the Sydney Swans.

Besides the managerial expertise Laurie brings decades of project experience in the healthcare and agricultural industries, including working with Dr Simon Fifer and Professor John Rose over 14 years on numerous advanced choice based studies for pharmaceutical, OTC, animal health and crop protection clients.

Laurie is also a Non-Executive Director on the NSW board of the Council On The Ageing (COTA) since September 2017.

Previous board positions include the Australian Cardiac Rehabilitation Association, the NSW
branch of the Australian Sports Medicine Federation and Cegedim Strategic Data Australia Pty Ltd.


Professor John Rose: B.Ec (Hons), PhD (Choice Modelling)
Chair Scientific Advisory Board

Professor Rose is a partner in CaPPRe and Chair of the Scientific Advisory Board (SAB). Professor Rose currently maintains a Research professorship and Director of the Business Intelligence and Data Analytics (BIDA) research centre at the University of Technology Sydney. His research interests are discrete choice modelling and efficient stated choice experiments.

He is widely published in the top academic journals and is a co-author (with Professors David Hensher and William Greene) of Applied Choice Analysis; A Primer, (2015) by Cambridge University Press. He is currently writing a book on generating efficient stated choice experimental designs (with Mike Bliemer, University of Sydney) and is Editor-in-Chief of Transportation Research: Part A.

Professor Rose has over 15 years’ experience working with industry, including working in the areas of community evaluation and modelling of transport and infrastructure development, pharmaceutical treatment evaluation and patient preferences and agricultural product demand forecasting and value analysis. He is also a visiting Professor to Institute of Transport Studies, Faculty of Environment at the University of Leeds.



Bronwyn West BA (Statistics & Psychology)
Director of Healthcare
Tel: 0482 026 675

 Bronwyn West is a Director of Healthcare at CaPPRe with 20 years’ experience in the market research and the healthcare industries.

After completing a BA with majors in Statistics and Psychology, Bronwyn spent 7 years working for market research agencies. She started her career as a Statistician working in TV ratings and FMCG moving into account management roles focusing on media / advertising, healthcare, and FMCG industries.

Prior to joining CaPPRe Bronwyn spent 19 years’ working in pharmaceuticals. She has extensive experience gained from a variety of roles across market access, marketing, alliance management and commercial effectiveness.



Project Management Team

Jenni Godsell: BA, Post Grad Diploma Science (Psychology)
Community Engagement Insights

Email: jenni.godsell@cappre.com.au

In her role of Community Engagement Insights, Jenni draws on over 15 years’ experience in qualitative research in Australia and overseas, including leading numerous multi-country studies. 


A strong qualitative component is required at the commencement of Discrete Choice Experiments (DCEs) - Jenni conducts in-depth interviews and / or focus groups with patients, physicians and consumers to gain a holistic understanding of participant perspectives regarding the impact of living with a medical condition, and also to inform the design of the DCE.

Jenni has a Post Graduate Diploma in Science (Psychology) from the University of Sydney.
Dr Thames Kularatne, BA (Econ), MA (Econ), PhD (Environmental Economics)
Project Director, Government Research & Economics 

Dr Thames Kularatne is Project Director, Government Research & Economics at CaPPRe. She works across a broad range of projects, involved in project management from brief to delivery of results, with high involvement in all aspects of analytics focusing on Discrete Choice Experiments.

Over the past six years, Thames had the opportunity to work across a diverse range of projects including transport, infrastructure environment and tourism. She has experience applying discrete choice experiments across a variety of disciplines including nature based-tourism, transport and natural hazards. Prior to joining CaPPRe, she was engaged in the development of business cases and economic analyses to provide economic justification for infrastructure projects in NSW.

Thames has a PhD in Environmental and Tourism Economics from Queensland University of Technology.



Dr Brittany Keen: BBehavSc (Psychology), PostGradDip (Psychology), MAppSc (Research), PhD (Science)
Project Director

Tel: 0406 886 288
Email: brittany.keen@cappre.com.au

Dr Brittany Keen is a Project Director at CaPPRe.


Brittany has over seven years’ experience working within Australian Universities in an academic research capacity. The past six years, Brittany has worked at the University of Sydney where she received her PhD in Psychology in 2019. During her time at USYD, Brittany led several research projects investigating the psychology of gambling disorder and other behavioural addictions.


A large part of Brittany’s research involved working closely with community health organisations, government agencies, and for-profit industries to influence public policy and improve mental health outcomes for vulnerable populations. She is passionate about behaviour change research and applying insights about human decision making to real-world problems.




Samson Kong, B Lib Arts/Sc (Psychology)

Senior Research Manager

Email: samson.kong@cappre.com.au

Samson is a Senior Research Manager at CaPPRe. Prior to joining CaPPRe, Samson has had over seven years’ market research experience and has conducted end-to-end research for commercial clients as a keen all-rounder across quantitative and qualitative market research methodologies. Samson has worked with businesses to bring them closer to their customers, providing relevant recommendations to support business decisions. He has worked with clients across industries spanning banking and financial services, medical devices, media, sport, tourism, and FMCG.


Samson has a Bachelor of Liberal Arts and Science with a major in Psychology from the University of Sydney.




Dr Richard Mellor, B PsycSci (Honours), PhD (Social Sciences)

Senior Research Manager

Email: richard.mellor@cappre.com.au

Dr Richard Mellor is a Senior Research Manager at CaPPRe.


Prior to joining CaPPRe, Richard held a postdoctoral position with the Drug Policy Modelling Program at the University of New South Wales. During this time, he worked across a range of projects with state governments, health services, and community organisations to contribute to a better distribution of treatment resources and improved access for people seeking alcohol or other drugs treatment in Australia. Richard is trained as a mixed methods researcher and has published research in academic journals and has extensive experience producing reports and outputs for diverse audiences.


Richard is committed to understanding the experiences and perspectives of people accessing healthcare services to better ensure that treatment practices and policies are designed in way that meets the needs of patients.


Richard was awarded his PhD in 2020 from the University of New South Wales.




Maya Joshi, BA (Sociology and Health)

Research Manager

Email: maya.joshi@cappre.com.au

Maya joins CaPPRe with over four years of experience in the health consumer space. Her work focused on patient-centred health research, patient education, and advocacy initiatives in the field of rheumatology. Maya’s work frequently involved collaboration with different stakeholders to champion patient needs and perspectives. Most recently, in 2021, Maya coordinated an online survey that explored the virtual care experiences of people living with arthritis across Canada, and their preferences for the future of healthcare delivery.


Maya is passionate about improving health outcomes through meaningful patient engagement and ensuring accessible communication of health research to communities.


Maya completed a Bachelor of Arts (High Distinction) in Sociology with an interdisciplinary minor in Health at the University of British Columbia.



Ellie Morris BSc (Adv), MSc (Health Economics, Management and Policy)
Research Associate   

Email: ellie.morris@cappre.com.au

Ellie is a Research Associate at CaPPRe.

Ellie is currently studying her Master’s in Health Policy, Economics and Management at the University of Newcastle. She is passionate about the future of healthcare and understanding ways in which health authorities can implement new policies to better health outcomes. Prior to her Master’s degree she studied at the University of Sydney and graduated with a Bachelor of Science (Advanced) in 2019.




International Project Management Team

Rose Wilson, BSc (Psychology), MSc (Health Psychology)
Senior International Project Manager

Email: rose.wilson@cappre.com.au

Rose Wilson is a Senior International Project Manager at CaPPRe working closely with healthcare industry and government clients across a range of strategic projects. Rose has over 12 years experience in client services and research. She started out in advertising, as an account handler, working with Microsoft, X-box, Cadbury and Virgin.
Five years later she returned to University to complete a degree conversion in Psychology (BSc) and a Health Psychology Masters (MSc). Rose remained in academia as a researcher at University College London, working on randomised controlled trials, with a health behaviour change focus, e.g. weight loss and physical activity interventions.
Before moving to Australia she was a mixed methods researcher and consultant at Cancer Research UK, specialising in the evaluation of their health communications. Rose worked as a health behaviour change consultant alongside these roles, helping individuals make changes, and companies push for change. 

Karen Winkler BA (Hons), MSc (Tourism Planning & Development)
Senior International Project Manager

Email: karen.winkler@cappre.com.au

Karen Winkler is a Senior International Project Manager at CaPPRe, with 17 years’ experience in quantitative market research. Prior to joining CaPPRe, Karen worked in healthcare market research in Sydney, focussing on patient chart audit research as well as custom quantitative studies in various therapeutic areas including Virology, Oncology, Haematology and Diabetes.

Before moving into healthcare market research, Karen worked for a research institute in Germany, specialising in market research for tourism demand related issues. In this role, Karen worked with many different public and private sector clients ranging from national to local level to help them understand underlying attitudes and motivations to travel, holiday information searching and booking behaviour, travel behaviour and travel-related interests.

Karen has a MSc in Tourism Planning and Development from the University of Surrey, UK and a BA (Hons) in Tourism Management from the University of Brighton, UK.




Data Quality, Analytics and Visualisation

Declan Monro, BComm (Accounting and Finance), GradCert Data Science
Manager: Data Quality and Visualisations

Email: declan.monro@cappre.com.au

Declan is a Manager of Data Quality and Visualisations at CaPPRe.

Declan is responsible for streamlining and supporting projects from start to finish - across research design, programming, cleaning, analysis and final reporting. He is experienced in building interactive R Shiny dashboards to visualise complex choice models which improve decision-making and forecasting. He also designs, scripts and maintains efficient data collection frameworks to ensure high data quality.

Declan completed a Graduate Certificate of Data Science from the University of Sydney following his Bachelor of Commerce from the University of New South Wales.




Lili Toh, B.PsycSc (Hons)
Senior Research Associate

Email: lili.toh@cappre.com.au

Lili Toh is a Senior Research Associate at CaPPRe.


Lili has worked in the academic space for 4 years and counting, including conducting research as a PhD Candidate at The University of Sydney. Her research is published in academic journals on topics such as climate change mitigation and gender equity in mathematics. She continues to pursue her interests in decision-making research by managing a variety of interesting projects at CaPPRe. She is also involved in data collection, visualisation and scripting for the tech team.






Jenny Ross BEHons (Chemical and Biomolecular)
Research Associate

Email: jennifer.ross@cappre.com.au

Jenny Ross is a Research Associate at CaPPRe.

Jenny is currently studying a Bachelor of Chemical and Biomolecular engineering (Hons) at The University of Sydney. She is predominantly involved in data cleaning and scripting for the tech team at CaPPRe. She has a profound interest in genetics and genomics and inspires to pursue a career in medical research.




Brett Yang, BSci, MMPhys
Research Associate

Email: brett.yang@cappre.com.au

Brett is a research associate at CaPPRe. He captures, cleanse, and analyse high quality data to facilitate various research projects. He is experienced in scientific computing and computer vision for biomedical research. His master’s project largely reduced manual labour involved in a fluorescence imaging pipeline by appealing to deep learning.

Brett studied Physics at the University of Melbourne and the University of Manchester. He went on to complete an ACPSEM-accredited master’s degree in medical physics at the University of Sydney.




Edward Wei, PhD (Choice Modelling)
Consultant, Data Intelligence and Modelling

Email: edward.wei@cappre.com.au

Dr Edward Wei is Consultant of Data Intelligence and Modelling at CaPPRe.

Edward has over twenty years of experience in the market research industry and university setting. During his career, he has worked on numerous research projects for both public and private sectors. He is an experienced choice modeller and has worked on many conjoint and choice model projects, from experimental design and programming, to analysis and building dashboards. He is an expert in programming complex surveys with many years of experience as a survey programmer. He has taught and supervised postgraduate students in market research and analysis methods.

Edward received a PhD degree from UTS (Choice modelling), a Master of Business degree from QUT and a Bachelor of Economics degree from the University of International Business and Economics (UIBE), China.