About Us

Filling an important need in the community and patient preference research industry, Dr Simon Fifer and Laurie Axford have built on 14 years of experience to launch CaPPRe – a research group committed to meaningful research leading to better engagement and understanding of community and patient needs.

The CaPPRe partners have developed a unique approach that enables them to use the latest academic advancements in choice based experiments and provide their clients with practical, easy to understand and actionable results via advanced dashboards. It is this pragmatic approach that has helped clients across industry, government and academia to make informed decisions about community and patient needs for better results.

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)
Director and Chair Scientific Advisory Board

Tel: 0415 586 580
Email: john.rose@cappre.com.au

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.


Kim Hamrosi: B.Pharm (Hons), PhD (Pharmacy)
Director: Healthcare

Tel: 0412 804 766
Email: kim.hamrosi@cappre.com.au

Dr Kim Hamrosi is a senior research manager at CaPPRe with a background in health and patient research. In her most recent role, Kim worked as a consultant in health technology assessment, contributing to systematic reviews, clinical guidelines, medicine and medical device reimbursement submissions as well as feasibility studies, scientific manuscripts and clinical studies.

Kim has several years’ experience as a researcher and project manager on various government, industry and institutional projects. She is experienced in both qualitative and quantitative methodology, working with a broad spectrum of stakeholders, including government, industry, professional organisations, healthcare professionals and patients. Her areas of research have included Aboriginal health/medicine use, complementary medicines, medicine information and labelling, health literacy, adverse event reporting and inter-professional collaboration. She has been involved in program evaluation through her work with not for profit organisations.

Kim graduated from the University of Sydney with a Bachelor of Pharmacy (Hons I), and as a registered pharmacist has been employed in both hospital and community pharmacy. Kim has a PhD in the area of medicine information for consumers with a focus on health literacy. She remains involved in research initiatives and has several publications in peer-reviewed journals. Kim has expertise across a broad range of therapeutic areas including oncology, haematology, rheumatology, respiratory and cardiology.


Kerrie-Anne Ho  B.Psych (Hons), PhD (Psychiatry)
Senior Research Manager

Tel: 0413 143 190
Email: kerrie-anne.ho@cappre.com.au

Dr Kerrie-Anne Ho is a senior research manager at CaPPRe and manages the day-to-day aspects of research projects on community and patient preferences. Kerrie-Anne works with industry, government and non-profits to make informed decisions about community and patient needs. Her research areas include mental health, brain stimulation, rheumatology and social impact/outcomes.

Prior to joining CaPPRe, Kerrie-Anne worked as a quantitative researcher at the Centre for Social Impact, measuring social impact in the public, private, and non-profit sectors to bring about positive social change.

Kerrie-Anne is an interdisciplinary researcher with strong quantitative skills. She has over 5 years of experience working with community and patient populations in research. She has worked directly with patients and professionals in healthcare settings, in research and non-research capacities.

Kerrie-Anne has a PhD in novel, non-invasive brain stimulation techniques for the treatment of depression (UNSW) and she completed a Bachelor of Psychology (Class 1 Honours, UNSW).


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

Tel: 0427 253 467
Email: karen.winkler@cappre.com.au

Karen Winkler is a senior research manager at CaPPRe, with 12 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.

Prior to moving to Australia in 2012, 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.


Edward Wei, PhD (Choice Modelling)
Manager - Data Intelligence and Insights

Tel: 0431 646 086
Email: edward.wei@cappre.com.au

Dr Edward Wei is Manager of Data Intelligence and Insights 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.


Ariana Cabrera
Research Executive

Tel: 0439 755 600

Email: ariana.cabrera@cappre.com.au

Ariana Cabrera is a research executive at CaPPRe. She is currently completing her Bachelor of Science & Advanced Mathematics (Honours) at the University of New South Wales.                                                   

For her Honours project she developed non-parametric Bayesian method for density estimation using quantile pyramid processes.                                                                                                                                                                                                                                                                                                                              


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

Tel: 0426 200 010
Email: jenni.godsell@cappre.com.au

Jenni Godsell is an experienced healthcare market researcher with approximately 15 years experience in the industry. Jenni completed a post graduate degree in psychology at the University of Sydney in 1998 and commenced a career in marketing research at the ‘Business and Consumer’ department at ACNielsen.

In 2001, Jenni moved to the UK and for a number of years worked for an agency which specialised in medical market research. Jenni led multi-country projects for major pharmaceutical companies and gained experience across a wide range of therapy areas primarily within the European markets.

Having enjoyed a global role, Jenni returned to Australia in 2004 joining Cegedim Strategic Data (CSD) as an Account Director focusing on qualitative pharmaceutical market research and business development.

Since 2006, Jenni has been working as a medical market research consultant  [predominantly to CSD and more recently to the Institute for Choice (I4C, UniSA)]. In this role, Jenni has enjoyed conducting qualitative research with Healthcare Professionals and Patients across a broad range of topics for pharmaceutical, animal health and medical device companies. 


Dr Matthew Beck: B.Ec. (Hons), M Phil (Marketing), PhD
Member Scientific Advisory Board

Matthew has a Bachelor of Economics (Hons), Master of Philosophy (Marketing) and Doctor of Philosophy (Economics) from the University of Sydney. His research is predominantly in the area of human decision making and discrete choice modelling. In particular, he is interested in how groups of people make decisions and the role of influence and negotiation therein.

He is one of the leading educators in the Business School at the University of Sydney, having been nominated numerous times for teaching awards across a wide variety of subjects; from statistics to project management and governance to infrastructure finance. He was Program Director for the Master of Transport Management degree for 3 years and is currently leading the development of an undergraduate curriculum in transport and logistics.

Outside of academia Matthew is a successful consultant working in the finance, health, media and fast moving consumer goods sectors.


Dr Stephen Holden: BSc (Hons), MBA, M Phil, PhD
Member Scientific Advisory Board

Stephen is an experienced social researcher with interests in applied ethics, consumer psychology, data analysis, public health, research, social marketing.

Stephen’s research interests are focused on the marketing of food, drugs, and alcohol. Currently examining the empirical factors that encourage reduced consumption. Also exploring the complex & "wicked" nature of food consumption problems, the ethics of social marketing/public health interventions, and the ways to encourage, enable & empower consumer choice & responsibility.

Stephen has completed commercial research projects for a wide range of clients (e.g., alcohol abuse, Aboriginal development, banking, pharmaceuticals, quit smoking, telecommunications, etc).

Stephen is currently an Honorary Adjunct Professor, Macquarie Graduate School of Management.