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.


EVP Behavioural Science 



Director of Global Insights


2018 - 2019

Head of Consumer Research

Telegraph Media


Consultant Director of Consumer Research Strategy

2014 - 2017

J.K. Rowling Franchise | Pottermore


Karmarama     |    Movember     |     Last.fm


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



Integrated Strategy
Consumer Psychology
Behavioural Sciences 
Brand Identity
Product Innovation
Creative Foresight
Audience Intelligence
Segmentation and Reputation
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

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 our digitized world, culture, brands and the self are intertwined. That's why consumer psychology is a much needed discipline in the research and marketing mix for meaningful and profitable longevity in brands' lifecycle. Get in touch to bounce around ideas.