Geneva, Geneva, Switzerland
I am a global consumer insights specialist with passion for uncovering human insights and turning them into business strategies that add value to people. With background in psychology, anthropology and business, I have been privileged to live, study and work on 3 continents, and explore the mindsets of consumers from all over the world. In the past 20+ years, I led complex international insights projects that enabled companies in consumer goods and pharmaceutical sectors to innovate and optimize their performance. I managed the qualitative research division of 2 global market research agencies and the insights function of a biotech company.
Developed strong client relationships with several new and existing clients in the consumer goods and pharmaceutical sectors. Led a multitude of global market research projects for these clients that supported them in boosting their business and in successfully developing new product ideas, from identification of market gaps based on consumers’ unmet needs, to product ideation and prototype fine-tuning prior to market launch. Managed and coached a team of international researchers and project managers.
As a Research Director for Why5 MENA, I was in charge with setting up the qualitative practice of Why5 Research’s Middle East North Africa branch, from developing the qualitative research team, the clients base and the qualitative research business. I was also responsible with managing international research projects across Middle East (Saudi Arabia, UAE), North Africa (Morocco, Algeria, Tunisia, Egypt, Iran) and Asia (India and Pakistan).
My main responsibilities as a Group Account Director for TNS Middle East and Africa consisted in heading a team of qualitative researchers and servicing key clients from TNS’s portfolio. I was responsible for team mentoring, achieving commercial targets and managing qualitative consumer research projects across Middle East and Africa region (Saudi Arabia, United Arab Emirates, Oman, Lebanon, Jordan, Egypt, Morocco, Algeria, Iran).