Iqbal Adjali leads a research group at the Unilever R&D Colworth Lab, near Bedford (UK), exploring and applying social simulation methodologies to consumer behaviour and market dynamics. The main approach of the group is to develop empirically-driven models of consumer and shopper behaviour, using the ABM methodology and bringing together diverse science areas including Economics, Social Network Analysis, Psychology and Computer Science. The focus of the group is to develop practical social simulation applications that will be useful for business managers and policy and decision makers.

Previously, Iqbal worked at British Telecom R&D Labs in Ipswich, UK (1991 – 2004), where he occupied various roles ranging from network and customer modelling research scientist, to R&D project leader to principal internal consultant leading a team developing decision support tools based on agent based simulation techniques.

Iqbal's broad interests lie in the research and applications of complexity-based modelling tools and techniques, with a special interest in the areas of markets, social psychology and cognitive science. Over the past decade Iqbal has worked with the international community to foster closer interactions between academia and industry, in order to promote the applications of complex systems in the real world. Iqbal has been closely involved with the European Social Simulation Association for many years. 

Iqbal believes his skills, broad research experience and track record in industrial R&D place him in a unique position to help strengthening and developing the links between the Association and industry.

Iqbal holds a MSc in Telecommunications from London University, a PhD in Theoretical Physics from Oxford University and an MBA from Cranfield University.