Jason. J. Turner is a Lecturer in Marketing at the University of Abertay, Dundee. He has worked in the area of loyalty programmes & the customer/client interface for 10 years & has published & presented in national & International journals & conferences. His PhD evaluated Tesco customer?s attitudes towards Tesco Clubcard, examining the impact this data collection card had on shopping habits using quantitative & qualitative research methods. He is a reviewer of International journal & conference contributions & has received research funding from a number of funding bodies for his PhD and research into Tesco in the UK and Malaysia. For the past 5 years he has provided consultancy to SME?s predominantly through food innovation@abertay on product assortment & branding through conducting marketing research. Jason is a Fellow of the Higher Education Academy & is an Affiliate Member (Professional) of the Chartered Institute of Marketing. His biographical profile has been selected for the Dictionary of International Biography from 2009 & the Marquis Who?s Who in the World from 2009.