David Roger

David Roger is the cofounder and CEO of Hetal Retail, a New York-based startup that uses computer vision and a crowd of everyday shoppers to tell brands what is really happening on store shelves. Before Hetal, he co-founded and ran Felix Gray, the company that pushed blue light glasses into the mainstream and onto the shelves of Target, CVS and Best Buy before selling in 2023. A self-described generalist who lives at the intersection of analytical and creative, Roger turned the frustrations he felt as a brand operator - expensive, slow, unusable retail data - into the company he runs today.