Vinoo Matthew is a social scientist, research consultant, and musician. When people ask him, "What do you do?"He says, "I play music for a living and do other things to earn a living". He has been fortunate enough to have found two passions, both of which have been extremely rewarding. Some people wonder how a person can go from data crunching to creative activity, but there are two important areas of overlap:

1. Research is the most exciting way of generating knowledge, so both are creative activities.
2. Both are about taking creative materials, discovering new insights into them, and creating new patterns out of those insights.
He has a Master’s degree in the Social Sciences from the Tata Institute of Social Sciences and over 35 years of experience in research—16 in market research agencies and 20 as a research consultant helping organisations, both corporate as well as developmental institutions, get the best research they need for fulfilling their objectives. He has published papers in India and in the Journal of the Market Research Society of the UK as well. He also has experience handling research projects in other Asian countries such as Indonesia, Nepal, Oman, Singapore, Sri Lanka, the UAE, Bahrain, and Vietnam.