BSc (University of Nottingham), MSc (University of Nottingham), PhD (University of Nottingham)
Professor of Data Science
Department: Marketing, Tourism and AnalyticsCentre/Institute: N/LABE-mail: James.Goulding@nottingham.ac.ukTel: +44 (0) 115 8467768
Location: B34c (North Building, Jubilee Campus)
James Goulding is a Professor of Data Science at the University of Nottingham and Director of the N/LAB research centre (www.nlab.org.uk); He holds a BSc in Econometrics, MSc in Computer Science, and PhD in Artificial Intelligence, with expertise in the development of novel techniques to analyse large-scale human behavioural data. His research focuses on bridging the gap between behavioural science and recent advances in AI, Machine Learning and Smart Data research.
He has >100 international peer-reviewed publications crossing disciplines of social and computer science, winner of ACM Engelbart prize for data theory and a Centre for DE prize for data visualisation. Since 2017. He has been PI/CO-I on Research programmes of over £21m since 2015 (EPSRC, ESRC, Gates, British Council, Newton) and is an accomplished coordinator of large, international research project, pioneering use of Smart Data streams (mass retail data, telco logs, mobility data) to reveal key behaviours/drivers underpinning Health, Environmental and Sustainability UN SDG targets.
His AI research has covered: respiratory disease (UK/NHS); mental health(UK/EPSRC); Perinatal Mortality (Zanzibar/DfID); Dengue Fever (Malaysia/British Council); Nutrition/Food waste (UK/Innovate UK); Modern Slavery (North India/Philippines/East Africa); Educational Development (Malawi/ESRC); and Deprivation (Tanzania/EPSRC). A founding committee member of UN's Code 8.7 initiative to use AI to end modern slavery and the Data Donation Advisory Council (DDAC) he has also led NHS's data science training program.
He manages strong partnerships with a wide array of industry partners including Walgreen Boots Alliance, Marks & Spencer, Tesco, 7-eleven (China), TiGo (Tanzania), Ipsos Mori, Ocado, Capital One, Experian (UK/Brazil) and the NHS, resulting in research dataset covering the behaviour of 100 million people, and a growing body of multi-institutional projects. James has extensive lecturing experience (successfully convening 9 different UoN modules), won the 2018 MSc teaching award, is an associate fellow of the HEA, and has supervised 22 PhDs and >150 Masters Dissertations.
Artificial Intelligence, Behavioural Analytics, Machine Learning, Health Analytics, International Development, Consumer Psychology, Social Data Science
James is currently collaborating on the following projects:
- EPSRC Centre for Doctoral Training in Geospatial Systems
- Horizon: Trusted Data-Driven Products
- IJM - Research Consultant - Scale of Harm project
- IJM Philippines 2.0 - Implementation
- R02642 KTP with Strategic Innovation Limited/INNOVATE
- KTP with STRATEGIC INNOVATION LIMITED/Innovate
- Data Donation for Climate Action: Linking psychological perceptions to behaviour via Digital Footprints
- Tackling epidemic threats by advancing the science of human interactions and infection
James is currently supervising the following Research Students:
Bogna Liziniewicz
Chukwudumebi Okeke
Gregor Milligan
University Administrative Roles
* University of Nottingham, Knowledge Exchange Committee
* University of Nottingham, GCRF Committee
* Committee Member, Horizon Centre for Doctoral Training
* Committee Member, Nottingham Geospatial Centre for Doctoral Training
School Administrative Roles
Director of the N-LAB
School and University Committee Memberships
| Committee | From | Role |
| Research & Knowledge Exchange Committee (Formerly RD) |
2023 |
Interim DRC N/Lab |