Mike Tapp

Mike Tapp is a seasoned professional in data and innovation, currently serving as the Director of Data and Innovation at SAMY Alliance since July 2022. Prior to this role, Tapp held positions as Data Director and Lead Data Scientist at SHARE Creative from August 2017 to March 2025, and worked as an Insight Officer at the Zoological Society of London for a brief period in 2017. Tapp's earlier experience includes roles as an Insight Analyst at Smart Energy GB and a Research Executive at Opinion Matters. Tapp began a career in retail as a Retail Assistant at Hattons Model Railways Ltd, complemented by a brief research placement with the NHS Walton Prison Inreach Team in 2011. Tapp possesses an MSc in Psychological Research Methods and Statistics and a BSc in Psychology, both obtained from the University of Liverpool between 2011 and 2014.