Portfolio

Go-to-market Strategy ; Consumer research

The challenge: Nestlé wanted to launch a functional food range for women but needed to know what women navigating menstruation, pregnancy, and menopause genuinely wanted — not what the brand assumed.

What I did: Ran in-depth interviews and focus groups with women across the US, layered with supermarket placement research and trend analysis, then translated it all into a launch strategy.

The outcome: A full go-to-market strategy with clear positioning and product recommendations for each life stage — grounded in real behavior, not guesswork.

Patient Journey Mapping · Behavioral Testing · Diary Studies

The challenge: Danone needed to understand why patients abandon oral nutritional supplements — and whether motivation could change that.

What I did: Interviewed 15 healthcare professionals ( total were 30) and 12 patients ( total were 24) across the UK and France to map the full journey and find discontinuation triggers, then ran daily diary studies testing intrinsic vs. extrinsic motivation across three patient cohorts.

The outcome: Strategic recommendations for product, HCP engagement, and patient communication — backed by a rigorous test of what actually drives adherence.

Experience Mapping · Ideation · Concept Validation

The challenge: Kraft Heinz wanted into the 4–5 star hotel dining space across China, the US, and Turkey but needed concepts hotels would actually adopt.

What I did: Mapped full guest journeys through travel diaries and interviews, ran ideation workshops generating 24 concepts, narrowed to a top 6, then sense-checked them with GMs and Executive Chefs at properties like Marriott and Four Seasons.

The outcome: Proceed/Pivot/Kill recommendations with a localized roadmap per market — so the client knew exactly which ideas to back.

Data Synthesis · Category Strategy · Opportunity Identification

The challenge: AB InBev had mountains of research but needed one coherent, actionable vision for the future of the beer category.

What I did: Synthesized extensive market and consumer data into clear storytelling, mapped the category landscape, and identified realistic growth opportunities across occasions and premiumisation.

The outcome: A structured category vision with prioritized growth drivers, adapted for both the Belgium and Korea markets.

Illustrative of a typical small-business engagement.

A founder-led brand was ready to launch a new product but was working off instinct and a few customer opinions with no clear read on who the product was really for.

I ran a lean research sprint: a focused set of customer interviews and a short survey, mapped against the buying journey to find where interest turned into hesitation.

The result: a clear picture of the core audience, the messaging that actually landed, and a confident go/no-go on the launch — the same rigor big brands get, sized for a smaller budget and timeline.