Overview
As a social anthropologist, I specialize in understanding the lived human experience. Through focus groups, interviews and a range of in-situ, ethnographic techniques, I explore the nuanced perspectives of different groups and individuals.
Services
My focus at Deep Research is understanding the lived experience that drives customer or service user behaviour. I support both B2B and B2C clients, from international corporations (including Amazon, YouTube, TikTok, Uber) to small start-ups and NGOs (including Refugee Support Europe) , helping them ground their strategy in authentic human understanding.
My expertise covers the full project lifecycle. This includes strategic design (discussion guides, questionnaires, ethical reviews), expert moderation (focus groups, in-depth interviews, UX testing) and deep analysis (data coding, comprehensive reports). Alongside my high-level ethnographic understanding, I use over 20 years of research experience to guide Ai tools to accurately process data and outputs: My insights reflect genuine and empathic human stories situated in a lived, cultural experience.
About
Social research is a core part of who I am. My PhD in Social Anthropology honed my professional skills, but my obsession to understand lived experiences has been a lifelong journey and taken me around the world.
This passion is the foundation of my upcoming book, “A Travel Guide to Connection” (published in November 2025). The book is an accessible anthropological toolkit designed to help readers unlock a new way of seeing the world. It shares practical steps and over 200 insightful questions to transform any trip—or even daily life—into a journey of profound discovery and human connection.
For me, the best research, like the best travel, comes from being a curious and engaged explorer of life.
My professional research across three continents has covered a wide array of commercial and academic fields. This includes work in healthcare, technology, automotive, FMCG and retail, alongside academic studies into psychosocial care, automated vehicles, coffee, arms and cannabis. Outside of my professional life, I enjoy spending time with family and friends, exploring people and places, discovering the new, chatting in cafes, making podcasts, swimming, hiking, playing guitar and I also teach a regular Tai Chi class to some lovely people.
