Tom Pennington

Research Insights Analyst, England Rugby

Tom is an experienced researcher who is passionate about sport, research and customer experience. Tom obtained his MSc by Research from Swansea University in 2020, where he investigated the effect of neck strength on head acceleration in university rugby union. Following his studies, Tom began his professional career in market research with Ipsos Mori in 2020, before moving back into the world of sport in 2021 where he now works as a Research Insights Analyst at England Rugby. In his role, Tom leads on research projects to help improve fan and player experience in rugby union.

Sessions from Tom Pennington:

Generative AI meets text analysis for a quant and qual understanding of rugby players’ attitudes

With ever-improving new AI technology, market researchers are looking for ways to employ AI beyond efficiency gains on manual text analysis. Instead, they are for example searching for possibilities to [...]


Thursday | 12:15 pm - 12:45 pm | Room 2