As Executive Director, Vesselin Popov is responsible for all strategic, operational and financial aspects of the Psychometric Centre's activities, and in particular its commercial partnerships. He oversees a range of projects to increase the understanding and use of Big Data Psychology in business and the community. He identifies areas where psychometric techniques can deliver the greatest impact and drives product development strategy, helping to put cutting-edge tools in the hands of citizens.

Vess also coordinates Apply Magic Sauce, a battery of predictive algorithms based on over 6 million users’ psychological and social media data. These models translate digital footprints of human behaviour into accurate psycho-demographic profiles and are used by academics and businesses to personalise a variety of services and platforms. This project has had a tremendous impact on public awareness of digital issues.

Vess holds a Law degree with Honours from the University of Cambridge (Trinity College) and has applied his skills in a diverse array of fields, ranging from the music and sports industries in the UK to the Bulgarian Ministry of Finance. His interests include intellectual property, privacy and data protection law, AI ethics, cybersecurity, digital marketing and entrepreneurship.