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Assessment Reimagined

Established in 2018, AMA provides expert data with eye tracking, log data, student testimony, and the analysis of gesture and verbal interaction, to support organisations to re-imagine, design, and evaluate innovative digital and AI based educational assessments. 

Process Data

We aim to provide the highest-quality training data, feature engineering and interpretation, for the development of digital and AI based assessments. Our micro-analysis of human-machine interaction and user experience help to enhance assessment design, and to identify and explain anomalies in assessment performance.

Evaluation and Validation

We provide insight and evidence on the performance, reliability and fairness of digital classroom assessments and examinations to support their audit, evaluation, and validation. This includes data on user experience, test engagement and accessibility for test takers with diverse abilities, with disabilities and neurodiversity.

Bryan Maddox

Bryan Maddox

Executive Director

Bryan is Executive Director of AMA, and Research Director for Digital Assessment Futures at The Digital Education Futures Initiative (DEFI), Hughes Hall, University of Cambridge. He is Honorary Professor at the University of East Anglia, and previously Professor of Educational Assessment at University of East Anglia, Visiting Professor at the Centre for Educational Measurement, University of Oslo and the University of British Columbia. Recent paper:  Maddox, B. & Zumbo, B.D.  (2026). 'Re-interpreting aberrant responses in educational and psychological assessments', Assessment in Education: Principles, Policy and Practice.  

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Nic Redfern

Nic Redfern

Finance Director

Nic has worked with Assessment MicroAnalytics since before its launch in October 2018. He advises businesses across the digital and technology sectors, providing advice and support on strategy and growth, and he is also the founder of a charity focused on inclusion for neurodiverse young people.  His focus is the adoption and alignment of strategy, technology and process to facilitate rapid scaling. As a qualified accountant, Nic has a focus on robust financial modelling and planning using an approach developed over many years working with high growth technology businesses, including: Virgin Money, the UK price comparison website Nerdwallet.com and The TaxAssist Group.

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How we work

Clients include:

Get in contact

The Enterprise Centre
University of East Anglia
Norwich
Norfolk NR4 7TJ
United Kingdom

+44 (0) 7783 157987
bryan@microanalytics.co.uk

Download a copy of our brochure

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