Consultant & Coach, Consumer Insights & Design Research

Location: Berlin, Germany (+01:00 UTC). Language: English. Joined: Date not specified.

**Mentoring Topics:**
• Leveraging insights to drive business strategy
• Defining research questions and developing learning plans
Examples include proof of business concept, CPG innovation pipeline, brand positioning, target audience, UX design concept, usability research.
• Executing research studies and delivering findings.
**Methodologies:**
• Quantitative: ad hoc survey writing and analysis, brand health tracking, campaign measurement, conjoint analysis.
• Qualitative: focus groups, concept testing, usability studies, ethnographies.
• Building soft skills: storytelling, interviewing, workshop facilitation, stakeholder management.

Expertise

User Research

Extensive experience combining qualitative and quantitative methodologies, from design research to consumer insights, providing a comprehensive perspective tailored to business challenges.

Toolkit

6 years of experience. Proficient with Miro for integrating research findings into brainstorms and collaborative sessions.

Employee Benefits & Project Highlights

Led projects for HRMS, payroll software, and insurance providers in the Middle East, supporting marketing strategies and brand redesigns.
Quantified customer experience journeys for a food delivery app across APAC, informing product roadmaps and tracking CX bi-annually.
Head of Insights at Omio, leading consumer and user research to redefine target personas, plan campaigns, and develop strategic roadmaps.
Consults for a luxury fashion brand in the Middle East, focusing on growth strategies, brand positioning, and product development.
Over five years at PepsiCo in digital insights and consumer strategy across Asia, Middle East, Africa, and North America; currently consulting for an energy drink brand in the UK.
Regular consulting in healthcare for site redesigns, messaging, and hiring processes.
Part-time consulting for a startup in sustainable energy, focusing on market adaptation and technology deployment.

Current Role

Consultant & Coach in Consumer Insights & Design Research. Responsible for enabling strategic decisions through market knowledge, mentoring teams, and facilitating workshops to enhance organizational culture.

Previous Leadership

Head of Consumer Insights & Design Research. Established a consumer-centric approach, developed brand KPIs, led cross-functional research projects, and mentored teams to high performance.

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