Phani Kumar Chintakayala

Phani Kumar Chintakayala

Senior Research Fellow

0113 34 30691
Academic, Management
Level 11, Worsley Building


Ph.D in Travel Behaviour Modelling, IIT Kharagpur, India

Master of Engineering in Transportation Engineering and Management, REC Trichy, India

Bachelor of Technology in Civil Engineering with Distinction, JNTU Kakinada, India




2016 -                     : Senior Research Fellow, Leeds University Business School

2014 – 2016         : Research Fellow, Leeds University Business School

2007 – 2014         : Accent Fellow in Stated Preference Methods, University of Leeds, UK.

2006-2007            : Project Manager, Consulting Engineering Services, India.

2002-2006            : Research Scholar, Indian Institute of Technology Kharagpur, India.

1999-2001            : Transport Planner/Highway Engineer, Gherzi Eastern Limited, India.

1998-1999            : Transport Planner, Transport Planning Group, India.

Phani Kumar Chintakayala is a research fellow in BigData at Leeds University Business School.  He has doctoral degree in travel behaviour modelling from Indian Institute of Technology Kharagpur, India. He has since been applying the stated preference methods and discrete choice models in cross disciplinary sectors to draw customer/consumer insights for the development of strategies for public sector/businesses. He has experience in wide range of sectors such as Transport (Air, Rail, Road and Water), Energy, Insurance/Banking, Water, Environment, Marketing and Health. Some of the clientele include CAA, Gatwick airport, Heathrow Airport, East Coast trains, Network Rail, P&O ferries, DfT, TfL, ATOC, British Gas, npower, Consumer Focus, Competition Commission, Hiscox, AA, Northumbrian Water, Welsh Water, RSA, Defra, Visit Briton, Royal Mail, Hastings Direct etc.


Key Research Interests

  • Consumer Behaviour Research
  • Opinion Mining/Sentiment Analysis of Social Media Data
  • BigData Predictive Modelling
  • Joint estimation of BigData and Stated Preference data
  • Stated preference experimental design techniques
  • Advanced Discrete choice modelling techniques to draw preferences/insights from the research data
  • Business case/forecasting models
  • Innovative application of stated preference techniques in cross disciplinary areas


  • Transport Policy
  • Travel Behaviour and Society
  • European Journal of Transport and Infrastructure Research
  • International Choice Modelling Conference
  • Conference of Transportation Research Group of India
  • Department of Energy and Climate Change, UK
  • Discussant at AUHE applied health econometrics symposium


  • Supervised two masters theses, co-supervised eight masters theses and one undergraduate thesis.


  • All India Council for Technical Education scholarship during Masters
  • Ministry of Human Resource Development fellowship for Ph.D
  • Accent fellowship 2007 - 2014

Professional Engagements:


  • Chair, Travel Behaviour and Travel Demand, 3rd Conference of Transportation Research Group. 2015
  • Stated Preference Consultant, Accent 2007-2014
  • Member, Institute of Urban Transport
  • Co-Investigator, Segmentation and Design of Bus Services in Urban India: Kolkata as a Pilot Study (2014-2018), MHRD, Govt. of India.

Wadud Z; Chintakayala P K (2018) Personal carbon trading: Trade-off and complementarity between in-home and transport related emissions reduction. Ecological Economics. Forthcoming.

Chintakayala PK, Young CW, Barkemeyer R, Morris M. (2018) Breaking niche sustainable products out into the mainstream: the cases of organic milk and free range eggs. Business Strategy and the Environment.

Giergiczny, M., Dekker, T., Hess, S. & Chintakayala, P K., (2017) Testing the stability of utility parameters in repeated best, repeated best-worst and one-off best-worst studies, European Journal of Transport and Infrastructure Research, Vol 17 (4), 457-476.

Batley R, Bates J, Bliemer M, Börjesson M, Bourdon J, Cabral MO, Chintakayala P K, Choudhury C, Daly A, Dekker T, Drivyla E, Fowkes T, Hess S, Heywood C, Johnson D, Laird J, Mackie P, Parkin J, Sanders S, Sheldon R, Wardman M, Worsley T. (2017) New appraisal values of travel time saving and reliability in Great Britain. Transportation. , pp. 1-39.

Chintakayala PK; Young CW (2017) Using big data to understand consumer behaviour on ethical issues, Journal of Consumer Ethics, 1, pp.43-47.

Meads,D.M., O’Dwyer,J.L., Hulme, C.T., Chintakayala,P., Vinall-Collier, K. & Bennett M.I., (2017) Patient Preferences for Pain Management in Advanced Cancer: Results from a Discrete Choice Experiment, The Patient - Patient-Centered Outcomes Research. doi: 10.1007/s40271-017-0236-x 

Young W. C., Russell, V. S., Robinson C. A. and Chintakayala, PK. (2017) Sustainable retailing - influencing consumer behaviour on food waste, Business Strategy and the Environment.  doi: 10.1002/bse.1966

Wardman, M., Chintakayala, PK and de Jong, G. (2016) Values of Travel Time in Europe: Review and Meta-Analysis, Transportation Research Part A: Policy and Practice. Vol. 94, pp. 93-111.

Bristow, A.L., Wardman, M. and Chintakayala, PK., (2015) International Meta-Analysis of Stated Preference Studies of Transportation Noise Nuisance. Transportation. Volume 42, Issue 1.

Maitra, B., Dandapat, S., Chintakayala, PK., (2014) Difference in Perceptions of Captive and Choice Riders towards Bus Service Attributes and the Need for Segmentation of Bus Services in Urban India, Journal of Urban Planning and Development (ASCE).

Bristow, A.L., Wardman, M., Zanni, M. A., Chintakayala, PK., (2010) Public acceptability of personal carbon trading and carbon tax, Ecological Economics, Volume 69, Issue 9, Pages 1824-1837.

Chintakayala PK and Maitra B, (2010) Modelling Generalized Cost of Travel and Its Application for Improvement of Taxies in Kolkata, Journal of Urban Planning and Development (ASCE), Vol 136, No 1, pp 42-48.

Phanikumar C. V. and Bhargab Maitra, (2007) Willingness-To-Pay and Preference Heterogeneity for Rural Bus Attributes, Journal of Transportation Engineering (ASCE), Vol. 133, No. 1, pp. 62-69.

Phanikumar C. V. and Bhargab Maitra, (2006) Valuing urban bus attributes: An experience in Kolkata, Journal of Public Transportation, Vol. 9, No.2, 69-87.

Phanikumar C. V. and Bhargab Maitra, (2006) Modeling Willingness To Pay Values for Rural Bus Attributes under Different Trip Purposes, Journal of Transportation Research Forum, Vol. 45, No. 2.

Phani Kumar C. V., Basu Debasis and Bhargab Maitra, (2004) Modeling Generalized Cost of Travel for Rural Bus Users- A Case Study, Journal of Public Transportation, Vol. 7, No. 2, 59-72.

Dandapat, S., Maitra, B., Phanikumar, C.V. (2014). "Is Bus Fare the Only Concern to Urban Trip Makers'? An Experience in Kolkata." Indian Highways, IRC, 42(4), 65-73.

Phani Kumar C. V. and Maitra, B. (2007). "Random Parameter Logit for Estimating Willingness-to-Pay Values." Highway Research Bulletin, IRC, 76, 79-84.

Phani Kumar, C. V. and Maitra, B. (2006). "Conjoint Analysis for Estimating Trip Makers' Perceived Values Associated with Travel Attributes." Highway Research Bulletin, IRC, IRC, Vol. 42, 67-72.


Chintakayala PK, Risely, R, Muir J. (2014) Reconfiguring the coaches: Impact on demand and Revenue, European Transport Conference, Frankfurt, Germany.

Giergiczny, M., Chintakayala, PK., Dekker, T. & Hess, S. (2013), Consistency (or lack thereof) between choices in best-worst surveys, paper presented at the Third International Choice Modelling Conference, Sydney.

Bristow AL; Wardman M; Shires JD; Chintakayala PK; Nellthorp J (2012) The value of access to urban quiet areas relative to other local environmental factors, 41st International Congress and Exposition on Noise Control Engineering 2012, INTER-NOISE 2012 2, pp.1726-1733.

Chintakayala, PK., Chudasama, D., Sheldon, R. (2011) Effectiveness of packaging approaches in stated choice experiments, European Transport Conference, Glasgow.

Chinatakayala, PK., Chudasama, D., Risely, R., Sheldon, R., Corbyn, J., Knight, J. (2011) Valuation of Airport Facilities and Airline Service Quality, European Transport Conference, Glasgow.

Nellthorp, J., Chintakayala, PK., Wardman, M. (2011) Valuation of townscape improvements using a two-level stated preference and priority ranking approach, International Choice Modelling Conference, Oulton, UK.

Collins, J., Abrantes, P. and Chintakayala, PK. (2010) The Valuation of Reliability for Transfer (Two-leg) Bus Journeys, 12th World Conference on Transport Research, Lisbon, Portugal.

Chintakayala, PK (2010) Investigation spatial transferability of models estimated on stated choice data collected on four different continents, European Transport Conference, Glasgow.

Sheldon, R., Heywood, C., Chintakayala, PK., Horrell, C., Rakoff, H., Hawker, L., (2009) Road network management stated preference survey, European Transport Conference, Noordwijkerhout, Netherlands.

Chintakayala, PK., Hess, S., Rose, J.M.& Wardman, M.R. (2009), Effects of stated choice design dimensions on estimates, International Choice Modelling Conference, Harrogate UK.

Preston, J., Blainey, S., Wall, G., Chintakayala, PK., Wardman,M. (2008) The effects of station enhancements on rail demand, European Transport Conference, Noordwijkerhout, Netherlands.

Phanikumar, C. V. and Maitra, B. (2007): Optimizing Generalized Cost of Travel: An Approach for Improvement Planning of Rural Bus Service. Proc. CD of International Conference on "Civil Engineering in the New Millennium: Opportunities and Challenges", Bengal Engineering and Science University, Shibpur, January 2007.

Phani Kumar, C. V. and Maitra, B. (2005): Modelling Travel Behaviour of Rural Bus Users for Various Trip Purposes. Proc. of International Conference on Structural and Road Transportation Engineering (START), IIT Kharagpur, January 2005, 603-610.

Phani Kumar, C. V. and Maitra, B. (2004): Non-linearity in the perceived values of travel attributes- An experience in rural India. Proc. CD of International Workshop on Transportation Methodologies for Developing Countries (TPMDC-2004), IIT Bombay, December 2004.

Phani Kumar, C. V. and Maitra, B. (2004): Stated Choice Approach for Modelling Generalized Cost of Travel for Rural Bus Service. Proc. of International Conference on Transportation Systems Planning and Operation (TRANSPO), IIT Madras, Chennai, February 2004, 255-262.

Phani Kumar, C. V. and Maitra, B. (2010): Improvement Planning of Rural Bus System: A Case Study in India, General Proceedings of the 12th World Conference on Transportation Research (WCTR), Lisbon, Portugal, July 2010.


Chintakayala PK; Wardman M; Heywood C., (2015) Does the Worthwhile Use of Travel Time Impact on Rail Values of Time? prepared for PDFC.

Wardman M; Chintakayala PK; Gerard de Jong; Ferrer D., (2013) European Wide Meta-Analysis of Values of Travel Time, prepared for European Investment Bank.

Mark Wardman, Abigail Bristow, Jeremy Shires, Chintakayala PK, John Nellthorp (2011) Estimating the Value of a Range of Local Environmental Impacts: prepared for Department for Environment, Food and Rural Affairs.

Bristow A; Zanni A; Wardman M; Chintakayala PK., (2008) Personal carbon trading: using stated preference to investiagate behavioural response: prepared for Royal Society for the promotion of the

Arts, Manufactures and Commerce (RSA)

Talks and Guest Lectures:

Presentation on ‘Implicit values of sustainability credentials in food market’, CDRC Data Partner forum, University of Leeds, May 2017.

Guest lecture on ‘Ethical issues in data analysis & preparing consultancy reports’ for MSc Consumer Analytics and Marketing Strategy, University of Leeds, March 2017.

Invited talk on ‘Demand based methods for pricing strategy’, Sir CRR College of Post Graduate Studies (India), February 2017

Invited talk on ‘Price elasticities and consumer preferences from market data’ for MBA students in Sir CRR Engineering College (India), January 2017

Guest lecture on ‘Price elasticities and consumer preferences from market data’ for MSc Consumer Analytics and Marketing Strategy, University of Leeds, December 2016.

Invited talk on ‘Disaggregate choice models for consumer behaviour modelling’, CallCredit, May 2016.

Presentation on ‘Do green attitudes and demographics drive sustainable product consumption?’, CDRC Data Partner forum, University of Oxford, May 2016.

Presentation on ‘Exploring the influence of green and ethical attitudes and demographics on ethical and sustainable product consumption – a multi (secondary) data analysis’, British Academy of Management Marketing and Retail SIG event on Sustainability and Ethical consumption, University of Surry, April 2016.

Presentation on ‘Modelling consumer preferences for sustainable products from aggregate data’, Center for Decision Research seminar series, University of Leeds, February 2016.

Presentation on ‘Modelling aggregate choice data for understanding consumer preferences’, Choice Modelling Center seminar series, University of Leeds, Nov, 2015.

Guest lecture on ‘Overview of consumer behavior modelling’ for MA consumer behaviour module, University of Leeds, Nov 2015.

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