Phelim is a founder and one of the original Directors of Behaviour & Attitudes.

His career, spanning over 30 years, has seen him at the forefront of the development of qualitative research, not only within the company, but in Ireland. He has helped shape the brands and the advertising of numerous clients in Ireland and abroad, having also conducted many studies on an international basis for Behaviour & Attitudes. He remains involved as a regular consultant, occasional project contributor and valued Non-Executive Director.
Phelim studied Psychology and Economics in UCC. He is the author of numerous papers on qualitative research and is a past speaker at ESOMAR.

In a previous life he was a rock critic.