Overview
10 years of experience in qualitative research, helping brands turn complex consumer insights into clear, actionable decisions that drive growth.
Services
Having grown up in a multicultural environment, I have always been passionate about observing cultures: their roots, diversity, and ways of expression.
Over the past 10 years, my career in market research allowed me to explore this passion while helping brands in luxury, beauty, consumer goods and many others, discover their consumers’ deeply anchored expectations and shape meaningful international strategies.
Indeed, I am specialized in international research, leading multi-country studies (typically 4 to 8 markets) with a strong focus on Asia and the Middle East, and have conducted projects in more than 10 countries.
I have worked within three research agencies, most recently at OpinionWay, where I served as Consulting Director in charge of international studies.
My five core areas of expertise are:
• Brand Equity Analysis: Identifying what makes a brand meaningful, distinctive and desirable, defining its strategic pillars and guiding its next growth steps.
• Personae Conception: Building rich consumer profiles that capture values, motivations and behaviors beyond demographics.
• Brand Mapping: Analyzing competitive landscapes and positioning brands within their category.
• Concept Testing: Evaluating strengths, weaknesses and optimization potential.
• UX Research: Testing websites, apps and digital tools to enhance user experience.
About
I’ve lived in Lebanon, France and China, which shaped the way I see the world and sparked my curiosity for different cultures. I also speak four languages and genuinely enjoy moving between cultures and perspectives, both professionally and personally.
Outside of work, you’ll most likely find me swimming, taking care of my plants (I’m slightly obsessed), or working on a puzzle. I love anything that challenges both patience and focus. Traveling is also a big part of who I am. My latest trip to Mexico was truly unforgettable … an exceptional experience that reminded me why I love discovering new places so much.
