Selected work

Questions I’ve helped answer.

A selection of complicated questions across categories and markets + the research used to make sense of them.

IP FRAMEWORK CREATION · MEASUREMENT

How culturally relevant is your brand, really?

I developed a framework to assess how strongly global brands resonate with the values, behaviors and cultural codes of today, turning something as intangible as cultural relevance into something measurable. The research put 300+ brands to the cultural relevance test, creating a benchmark that evolved into a major agency IP around what it takes to stay culturally relevant.

BEAUTY · BRAND STRATEGY

What makes an iconic brand relevant to a new generation?

I explored how a global beauty brand lives across generations, uncovering the gaps between recognition, relevance and a meaningful place in consumers’ beauty routines. The findings shaped how the brand could reconnect with younger audiences while protecting existing equity.

Health Tech · Audience intelligence

There’s no such thing as the pregnant woman.

I analyzed thousands of first-person pregnancy conversations to uncover very different ways of navigating information, reassurance, healthcare, technology and control, then translated them into distinct audience personas that served as a primary audience segmentation.

TRAVEL · CULTURAL INTELLIGENCE

We don’t just travel to places. We travel to ideas of places.

I dug into how travelers imagine France and the US before they ever book a flight, mapping the cultural fantasies behind both destinations, from the big storylines to the smallest details: the color palettes people picture, the words they reach for, the images they keep coming back to. The result shaped a major airline's creative strategy for its upcoming campaigns.

Fashion · Content & community strategy

What happens when a brand becomes a world of its own?

I audited a global fashion brand’s owned content, then mapped the wider interests, cultural tribes and communities gravitating around it to uncover where the brand could credibly go next.

LUXURY · CELEBRITY STRATEGY

Who should represent a luxury brand today?

I mapped influential voices across cultural territories to understand which profiles could bring relevance, credibility and new dimensions to an iconic luxury brand, looking beyond reach to assess fit, legitimacy and strategic role.

Corporate · Risk intelligence

What could go wrong?

I identified and mapped emerging issues around a major corporate player according to visibility, criticality and potential impact, separating background noise from risks that warranted closer attention.

BRANDS

SELECTED BRANDS I'VE WORKED ON

Beyond research

I also help teams build the frameworks behind the work, from developing new methodologies and measurement models to sharpening how insights are structured, visualized and communicated. I also run training and workshops for research and insights teams.

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