I chose Loughborough as it is a University that prides itself on the ability to rise through the ranks, while striking a balance between student social and academic lifestyles; Loughborough University is an ideal choice. Needless to mention, with PhD research, we seek renowned academics and researchers who could help propel our career. This I have identified within my supervisors, as well as within my research group. Not only this, but also having the ability to benefit from great facilities and being conveniently geographically located such that interaction with other universities and access to conferences/workshops/events is facilitated.