DERBY born and bred, Alison Bull went to John Port School in Etwall before studying history at Sheffield University.
While back in Derby, she carried out a market research project for surveyor Stephen Salloway.
After graduating from Sheffield in 2001, Alison moved on to Leeds University to undertake a master's degree in marketing and advertising before moving to London to work for Billetts media consulting.
She then moved to ITV to become a production research executive.
Two years later, Alison became media lab manager at international agency Mediaedge: CIA.
In 2007, she changed tack to become head of research at the pan-European business channel CNBC.
Having started a family in 2010, she and her husband – who was also born in Derby – returned to the city.
Alison now carries out research on a freelance basis for Dres consulting and runs Looking Glass Research.