Past Work

I have had the honour and pleasure of working with multiple brands across markets in different geographies

Riding through: Asia Pacific (including China, India, Japan, South Korea, Southeast Asia, Australia), Africa (Nigeria), South America (Mexico), Europe (UK, France)

What I can help you with

Brand Growth Strategy

Identifying opportunities to strengthen positioning and proposition, anchored in an understanding of customer, cultural and category truths

Ethnographic Immersions

Using participant observation to generate nuanced insights into customer lived realities, especially helpful when brands are considering new market entry or want to refresh segmentation data

Design Research

A more focused research approach to translate customer insights for product development and innovation work, often working with product and innovation teams for quick prototyping and testing

Qualitative Insights

Generating qualitative insights through multiple data feeds (e.g. fgds, social listening, pre-tasks, in-depth interviews, etc.), for segmentation studies, communication briefs, new product development, etc.

Cultural Analysis

Applying semiotics and culture desk research analysis to help enrich customer understanding or to identify trends and futures for brands and businesses to build strategy on