Michael Freedman

Michael Freedman is the Head of Economic and Consumer Insight at IGD, where they deliver expert insights to business leaders and stakeholders. Previously, they worked as a Senior Shopper Insight Manager and Market Research Manager at Which?, and held the position of Associate Director at GfK NOP. Michael’s expertise includes understanding macro-economic factors and shopper behavior, particularly in the context of major events like COVID-19 and the EU exit. They received their education from the University of Manchester - Institute of Science and Technology from 1986 to 1989.