Phani Kumar Chintakayala is a BigData research fellow in Leeds University Business School and Leeds Institute for Data Analytics. His research interests are consumer behaviour modelling and applied econometrics using stated preference methods and discrete choice modelling techniques, predictive modelling. He has extensively designed advanced stated preference experiments and innovatively applied discrete choice modelling techniques in a range of sectors such as Transport (Air, Rail, Road and Water), Energy, Insurance/Banking, Water, Environment, Marketing and Health to recognise consumers’ preferences, to monetise preferences and to create demand models. He worked as a stated preference consultant for Accent for seven years since 2007. His current research focus is on consumer behaviour modelling in sustainable consumption, identifying barriers and drivers for sustainable consumption.