An award-winning strategist, consumer psychologist, public speaker and mentor who has over a decade's experience in checking consumers' pulse in various sectors. A 'forever-student', I hopped continents either studying and working in Izmir, Los Angeles, Istanbul, Malmö and finally London - which is now home from home. Being in digital marketing for so many years kept me on my toes about the ever-changing nature of the consumer - I overthink and overanalyse consumer interactions and tech adoption, as a result, consumer psychology and behavioural sciences have become the true and natural home for a mind like mine.

I love working on brand-level, grassroots strategy and consumer unknowns, and believe that campaign-focused consumer psychology, culture and insights deep-dives always prove to be the most rewarding exercises for myself and my clients to embark on journeys and major leaps for strategic brand and product innovations.

...and some trivia

Also studied music production during my first couple of years in the UK.

Have a significant amount of respect and phobia for crustaceans.

Auditioned to be a presenter at MTV when I was 21.

Recent Publications              

Academia

Paper: "The dark tetrad, personal values and [im]morality in everyday consumer behaviour"

Consumer psychology research paper on dark personality types (Dark Triad and Dark Tetrad constructs), personal values and consumer motives that influence purchase intent and decision-making processes; and models of creative marketing, product innovation and marketing’s role in ethical consumer behaviour. Click here to read the abstract.