Vesselin Popov is the business development director for the University of Cambridge Psychometrics Centre, a multidisciplinary research institute specialising in online behaviour and psychological assessment.

Vesselin also leads the Apply Magic Sauce initiative at the Psychometrics Centre, a battery of predictive algorithms based on over 6 million users’ psychological and social media data. These models translate digital footprints of human behaviour into accurate psycho-demographic profiles and are used by academics and businesses to personalise a variety of services and platforms.

Vesselin read Law at Trinity College, Cambridge, and has applied his skills to an array of fields, ranging from the music and sports industries in the UK to the Bulgarian Ministry of Finance.