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I'm a consumer psychologist,
behavioural scientist and integrated strategist based in London, UK.
Firm believer in laser-focusing on what creates a product: The consumer. 

With a decade's experience in marketing, strategy, consumer research and insights, my key motivation is to go beyond the accessible what questions and reveal the answers to the why  questions to offer contextual interpretations of data to disruptive and progressive brands.




Non-Executive Director & Board Advisor


EVP Behavioural Science 

Pulsar 2020-2021

Director of Global Insights

GlobalWebIndex 2018-2019

Head of Consumer Research

Telegraph Media 2017

Consultant Director of Consumer Research Strategy

2014 - 2017

J.K. Rowling Franchise | Pottermore

& more:

Karmarama     |    Engine     |


PhD Cognition and Culture

Queen's University Belfast - Present

MSc Consumer Psychology

London Metropolitan University 2016

- Distinction -

BA (Hons) Media & Communication Systems

Istanbul Bilgi University 2006

Media and Culture

Malmö University 2005

Santa Monica College 2002


The Drum Awards

Winner of best digital strategy for Rolls-Royce and Breast Cancer Care - DADI

IAB Creative Showcase

Runner up digital marketing campaign strategy for The Glenlivet, Pernod Ricard

BBC | European Union | WIRED  |  TMRE | IIeX Europe | TRT World  |  Bustle

Featured expert, consumer psychologist and behavioural scientist (as author, speaker, commentator)


Integrated Strategy

Consumer Psychology

Behavioural Science 

Audience Intelligence

Research Ecosystem Development


Product Innovation

Corporate Reputation

Creative Insight & Foresight

Consumer Behaviour (Culture + Identity x Brands) 


In a consumer culture, people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity.
The consumer is engaged on a symbolic project, where s/he must actively construct identity out of symbolic materials, and it is brands that carry much of the available cultural meanings.
Social and cultural theory has paid much attention to the ‘aestheticization of social life’ because it is widely assumed that the techniques used by individuals to perform their identity concern aesthetic or cultural practices and, these performative aspects of the self increasingly constitute cultural resources or cultural capita.
Within consumer culture, there's a new conception of self that is the ‘The Performing Self, which places greater emphasis on ‘appearance, display and the management of impressions’.

...In today's digital ecology, culture, brands and Self identity are intertwined, feeding off each other cyclically. Consumer psychology and behavioural sciences offer fresh perspectives for meaningful and profitable engagements for brands by integration of these disciplines in brands' research and strategy lifecycles.
Get in touch to bounce around ideas.


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