Executive team


Justin Sampson

Chief Executive

Justin’s formative experience of media research was from the perspective of a media owner. A long stint at the Radio Advertising Bureau was followed by a move into television when he joined ITV in 2004. Prior to joining BARB in 2012, he spent six years working with a wide range of clients in research agency roles. For much of this time, his major client was BARB.


Simon Bolus

Research Director

Simon started at BARB as Research Manager in 2003 and was appointed Research Director in 2010. Before joining BARB, he held roles within commercial television broadcasters and advertising and media agencies. Over fifteen years he gathered considerable experience in media audience research, including as a user of BARB data.


Sonja Ajdin

Research Manager

Sonja joined BARB in 2015 as a Research Manager. Having worked across all three major measurement surveys, Sonja developed a wide range of research skills. After completing her MA in Media, Sonja worked at Ipsos MORI on NRS and RAJAR contracts focusing on fieldwork performance. Following that, she joined RSMB where she was responsible for analysing BARB data as well as reporting on viewing trends to the Audience Monitoring Committee.


Rhiannon Griffiths

Strategic Developments Director

Rhiannon joined BARB after 25 years at Guardian News and Media where she was Head of Research. During this time, she managed a variety of teams as well as providing a wide range of insights for the publisher. Rhiannon was also Co-Chair of the AOP Research Committee for four years. As Strategic Developments Director, Rhiannon is responsible for projects that will result in BARB delivering new services.


Paul Smith

Technical Manager

Paul joined BARB in 2015 after 15 years at ABC, where he gained wide experience of setting, testing and defining internet census measurement and process standards for numerous clients across a range of areas, including web and video analytics, brand safety and online advertising. He is bringing this experience to bear in refining the player measurement that feeds into Project Dovetail.


Sarah Espino

Research Co-Ordinator

Sarah joined BARB in 2010 as a Research Co-ordinator. Prior to that, she worked at AGB Nielsen Media Research where she spent 3 years in the Client Services department providing bespoke and ad hoc reports to a range of clients as well as being responsible for analysing and quality checking daily BARB data.


Sarah Mowbray

Client Services Manager

Sarah’s experience of media research began when she took the role of graduate media planner at Universal McCann. She then joined Granada (now ITV) and sold television sponsorship. Both roles required analysis of BARB data. For the last 10 years Sarah has been at BARB where she is responsible for client relations, working with both new and existing clients.


Jessica Bromley

Communications Manager

Jessica joined BARB in 2017 as Communications Manager. She has a decade of corporate communications experience in the media industry, working with companies ranging from international media organisations through to independent TV companies. Most recently, she handled corporate communications for ITV Studios’ global TV production and distribution network, working on programmes such as Victoria and Thunderbirds Are Go.


Douglas Whelpdale

Insights Manager

Douglas is a consumer insights professional with over a decade of experience in the media and entertainment industry. He joins BARB from The Walt Disney Company, where as Senior Insight Manager, Media Sales and Partnerships, he was responsible for directing promotion and media sales teams, maintaining strong agency relationships and presenting and evaluating research and campaign projects, in order to secure and deliver client partnerships for Disney. Prior to this, Douglas was Consumer Insight Director at Havas Media.


Nigel McLachlan

Finance Director



Geoff Snell

Accounts Administrator



Simone Adams

Executive Assistant