Barb appoints first data science lead

UK – Barb (the Broadcast Audience Research Board) has appointed Khaled Serafy to the newly-created role of head of data science, effective from 16th March.

Khaled Serafy

Serafy (pictured) will join Barb from BlueOptima, where he is regional head of data science, overseeing data science services for UK banks and telephone companies.

Prior to this, he held roles at Efficio and Occam DM.

At Barb, he will be responsible for reviewing the methodological and statistical foundations of CFlight, a UK commercial broadcaster initiative for post-ad campaign analysis.

Additionally, he will continually review and assess Dovetail Fusion, Barb’s process for integrating its panel data with device-based census data, which is currently conducted by Kantar’s media division. Serafy will lead the tender pitch process for the renewal of this contract, due in 2025.

He will also explore how Barb can use first-party data from its clients to build on Dovetail Fusion’s current integration of people-based data and device-based data.

Serafy will report to Caroline Baxter, research operations director at Barb.

Baxter said: “Khaled has extensive experience in developing and implementing data science solutions and evaluating potential weaknesses in statistical models. He’s also able to explain complex technical issues in a simple manner. These skills will be assets for Barb as we develop and expand our audience-centric measurement of what people watch.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts