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

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.



James Ngeo: BSc (Business Management and Applied Chemistry)
Project Director

Email: james.ngeo@cappre.com.au

James has almost 10 years’ experience in healthcare market research in both Asia and Australia. Before joining CaPPRe, James worked as a research director, leading quantitative research projects focussing on different therapeutic areas such as Dermatology, Rheumatology, Gastroenterology, and Neuroscience.

Before relocating to Sydney in 2016, James was a research analyst based in Singapore, where he was responsible for managing pharmaceutical and medical technology research projects across Asia Pacific.

James’ expertise in managing projects and analysing complex quantitative data is matched by his ability to deliver results simply and practically. 


Rose Wilson, BSc (Psychology), MSc (Health Psychology)
Research Director

Tel: 0401 572 792
Email: rose.wilson@cappre.com.au

Rose Wilson is a Research Director 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. 


Brittany Keen: BBehavSc (Psychology), PostGradDip (Psychology), MAppSc (Research), PhD (Science)
Senior Research Manager

Tel: 0406 886 288

Email: brittany.keen@cappre.com.au

Dr Brittany Keen is a Senior Research Manager 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.


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

Tel: (02) 8315 2148
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)

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.



Alexander Luksich, BComm (Marketing)
Senior Operations Manager

Email: alexander.luksich@cappre.com.au

Alexander Luksich joined the CaPPRe team in January of 2021 and was brought on as a Senior Operations Manager.

Alex has over 5 years’ experience managing and coordinating Qualitative and Quantitative healthcare market research studies. Prior to joining CaPPRe, Alex worked on various market research studies mainly focusing on patient chart audit studies as well as custom qualitative and quantitative studies across various healthcare therapeutic areas including Oncology, Haematology, Virology, Respiratory and Rheumatology.

Alex’ strengths lie in the management and coordination of healthcare research studies.

Alexander completed a Bachelor of Commerce (majors in marketing) at the Australian Catholic University.




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.




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 PhD research at The University of Sydney. With a background in psychology, she is interested in the ways psychological processes and social contexts shape decision-making. Her honours project investigated how political in-group messengers and values could influence support of a renewable energy policy, which was subsequently published in collaboration with academics at The University of Queensland.


She is currently working on a PhD as part of an Australian Research Council grant, looking into why women opt out of mathematical-STEM careers despite aspiring to them in high school. At CaPPRe, she continues to pursue her interests in decision-making research by providing research support to a variety of interesting projects.




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.



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.



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.



Robyn Ordman, BA (Psychology), MRes (Psychology)
Research Manager

Email: robyn.ordman@cappre.com.au

Robyn Ordman is a research manager at CaPPRe, having joined the team in June 2019. Robyn comes from a Market Research background professionally, which has enabled her to develop skills across all aspects of consumer research. Prior to this, she completed a Bachelor of Arts (Psychology) and continued to graduate with a Masters of Research (Psychology) at Macquarie University. Her thesis, entitled “Body Size Estimation: Multichannel or Opponent Process?” was crucial in developing her research skills in an academic setting.

Her responsibilities within CaPPRe are diverse, though her main area of interest as a quantitative researcher lies in data analysis and interpretation. However, Robyn undertakes all aspects of project management across a wide range of industry types.



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)
Senior Research Economist

Dr Thames Kularatne is a Senior Research Economist 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.


Bronwyn West BA (Statistics & Psychology)
Director of Healthcare
Tel: 0412 055 629

 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.