I’m enthusiastic about understanding how people behave—I love chasing the ‘how’s and ‘why’s behind the ‘what’s.
With a background in marketing and behavioural research, I use a mixed-methods approach to connect people and business strategy. My work bridges the gap between what customers feel and what companies do—whether through Voice of Customer programmes, A/B testing roadmaps, or journey mapping to uncover friction and improve outcomes.
I’m passionate about making research accessible across teams, connecting qualitative insight with performance metrics, and embedding experimentation and feedback loops into everyday decision-making.