Duncan Campbell is New Business Strategy Director for Merlin Entertainments. His expertise in strategy and assessing markets is focussed on the global rollout of Merlin’s urban short visit brands such as Madame Tussauds, Dungeons and SEA LIFE etc. His long career in the leisure industry covers many aspects of attraction development and management – including concept development, delivery, and operational management as well as strategic planning. Duncan and his team are responsible for evaluating potential locations and shaping attraction content to optimise attraction potential. Working at the interface between Merlin and potential new customers in markets as challenging as China, and other emerging markets, as well as developed markets in Europe and the USA involves in- depth face to face and online consumer research methodologies.