 Subsequently, he studied statistics at Kings College, Newcastle and Cambridge University.In 1951, he became Lecturer in Statistics at the Institute of Psychiatry in London, and in 1955 moved into commercial marketing research and consulting, where his writings on statistical methodology in marketing research and wider fields soon became well-known.In 1970, he was invited to take the Chair of Marketing and Communication at the London Business School, where he remained for 23 years, eventually taking up a Research Chair.