Julia Cupman

Julia Cupman started her career conducting research for  television documentaries for the BBC and ITV. She then moved into  commercial research and is now on the board of B2B International as a  Global Director, where she has led research projects for over 70 large  companies across a variety of industry sectors. In 2011, Julia pioneered  the Net Value Score - a tool used for assessing the perceived value of  brands - which has since been incorporated into several hundred research  studies to guide companies on their brand positioning and brand equity.  Julia is a member of the Marketing Research Association, American  Marketing Association, Business Marketing Association, and ESOMAR.