I'm a consumer psychologist,
behavioural scientist and strategist.
Firm believer in laser-focusing on what drives the product: The consumer. With history in arrays of marketing strategy and consumer research, my key professional driver is not to rely on the accessible ‘what’, but to reveal the [un]comfortable ‘why’ for disruptive and progressive brands.
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EXPERIENCE
EVP Behavioural Science
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Pulsar
2020
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
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Karmarama | Movember | Last.fm
EDUCATION
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
ACKNOWLEDGEMENTS
EXPERTISE
Integrated Strategy
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Consumer Psychology
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Behavioural Sciences ​
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Brand Identity
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Product Innovation
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Creative Foresight
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Audience Intelligence
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Segmentation and Reputation
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Primary | Secondary Research
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 | TMRE | IIeX Europe | TRT World
Featured consumer psychologist and strategist
"
Consumer Psyche = Culture + Motives