About us
Market Calculus was founded by Caspar Wright and Rob Pardini with a shared vision to transform the calculus of business decision-making through integrated market research and data science, enhanced by tech and AI.
Directors
Caspar Wright
Born asking ‘why?’, Caspar’s passion for quantitative problem solving led him to study Engineering at the University of Cambridge, and then into strategy consulting in London.
Later he moved to Australia and the drinks industry, applying his analytical and research skills in a variety of strategy, insights, marketing and general management roles during more than ten years at Lion Group, both in Australia and in China.
Ultimately he found working on diverse projects more rewarding than line management, and he returned to the consulting world in 2012. Since then he has consulted independently, and led Kantar Consulting and WPP Consulting (where he met Rob Pardini). He has a wealth of experience covering all aspects of research and marketing strategy across a wide variety of product and service sectors, plus a deep understanding from his corporate career of what it’s like on the other side of the table.
Rob Pardini
Rob is an expert on data strategy and how to unlock competitive advantage through analytics.
Prior to co-founding Market Calculus, Rob led the data/analytics division for WPP Australia and New Zealand. Earlier in his career, he worked for Unilever where he played a pioneering role applying advanced analytics techniques to price-setting and the optimisation of promotional activity.
His experience in both a marketing-led corporate and a major agency network shaped his belief that an integrated market research and data analytics offering — built from the ground up and enhanced by proprietary tech/AI — has the potential to unlock transformational growth opportunities.
Rob has been recognised in industry awards for excellence – including being shortlisted by Mumbrella as a “Thinker of the Year”. His academic qualifications include a Masters degree in Economics from the University of Sydney.
