Portfolio / Range of design problems I have helped solve 

Pushing past labels such as 'UX researcher' vs. 'market researcher' and implied boundaries, I work with design problems in various contexts for physical and digital products.


The essence of it remains 'understanding the people businesses design products, experiences, and services for'.

Browse through to see case studies of projects I led end-to-end, together with my team / external collaborators. 


Ensuring findability, visibility, appeal and messaging communication using mixed methods testing, neuro, semiotic decoding, applied psychology and more


Building better user experiences through contextual inquiries, ethnographies, interviews, UTs, diary studies, surveys and more


Boosting resonance through cultural immersions, qualitative interactions, creative workshops and more


Helping business better understand the people / culture they design for through immersions, in-person and remote ethnographies, expert connects and more


Solving problems relating to placement, planograms and POSM through shop-alongs, ethnos, neuro, overt & covert observations and more

Brand Strategy

Guiding brand identity and positioning through workshops, targeted projective techniques, connects with stakeholders and more