Dr. Denise M Conroy is a Senior Scientist with the Plant and Food Consumer Team, based at the Mt Albert campus. Denise is a Consumer Behaviourist, specialising in understanding the attitudes, emotions, values and cognitions that motivate people to consume specific products, brands or experiences, or to reject these offerings. As an interpretivist researcher Denise is a skilled methodologist, working largely with qualitative methods and data. She is very experienced at leading complex teams, across different disciplines, and from diverse backgrounds to reach a common goal. Much of Denise’s research is Asia focussed and, as part of the High Value Nutrition National Science Challenge, her Team are exploring how Chinese consumers construe the relationships between food and health. After working for 20 years at the University of Auckland’s Business School, Denise recently joined Plant and Food Research to better indulge her passion for applied research, with concrete deliverables, to support New Zealand SMEs advance, shape, and develop their businesses. Denise has recently been appointed to the High Value Nutrition Senior Leadership Team as the Consumer Insights specialist. Denise retains an honorary position with the University which allows her to continue supervising her PhD students.