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I am curious about why  people behave the way they do. ​

This curiosity drove me to pursue degrees in psychology and anthropology, and subsequently led me to the world of research and insights. 

For the past 12 years, I have been a researcher - in many forms. Call me what you will, consumer insights, or UX researcher, or design researcher. At the core of it, I help brands, businesses, and products better understand the people they cater to.

I have worked across physical and digital products, across categories as varied as baby care and alco bev, FMCG to durables, and housing loans to pharmaceuticals. I have worked in London, Mumbai, and now Singapore. I have been on the agency end, and on client end. And managed and mentored a host of promising young researchers. 

Previously, I was a director of international research and design projects. Currently, I head the UX research practice at Rakuten Viki, building, nurturing, and socialising it from the ground up.

Outside of work, I love reading about the psychology of terrorism, trashy reality TV, writing occasionally, and photographing quirky stuff (like this sea carpet below). 

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