Professor David Price is head of The Observational & Pragmatic Research Institute (Singapore) and Optimum Patient Care (Australia and UK), and is Primary Care Respiratory Society Professor of Primary Care Respiratory Medicine at the University of Aberdeen (UK). His areas of interest lie in the ‘real-life’ effectiveness and cost-effectiveness of interventions, clinical trial design, adherence, and patient attitudes to their disease. To date he has authored over 450 peer-reviewed publications and is responsible for approximately US$50 million in research and clinical development grants. In addition he established the Optimum Patient Care Research Database (OPCRD; http://opcrd.co.uk/) with over 5.3 million patients, and the first International Severe Asthma Registry (ISAR; http://isaregistries.org/). He is currently Editor-in-Chief of Pragmatic and Observational Research and a member of the editorial board of several respiratory journals, including The Lancet Respiratory Medicine.