David Palma is a Research Fellow at the Institute for Transport Studies (ITS). His main research interest is expanding and validating the current toolkit of choice models to more accurately represent human decision processes. Among other subjects, he has dealt with issues of preference heterogeneity, endogeneity and innovative experimental designs. He is a Transport engineer and holds a Ph.D. in Engineering Sciences. He has modelling experience in the context of transport decisions, and food and beverages choices.