I work at the intersection of user behaviour, product strategy, and evidence. My research programmes give teams the clarity they need to prioritise confidently — whether that means redesigning a digital service, shaping a product roadmap, or making the case for investment.

I’m a senior researcher and strategist, with a background in social science, ethnography, and applied research.

My foundation is social research — ethnography, anthropology, qualitative fieldwork. That’s where I learned how to read people and organisations carefully, and how to sit with complexity long enough to understand it properly. It’s also what distinguishes how I work: I bring a depth of human understanding to applied research contexts that goes beyond usability and metrics.

What connects all of it is a consistent approach: defining the right question, designing research that generates credible evidence, and translating that evidence into something organisations can actually act on. I’ve built research practices from the ground up, introduced AI-assisted workflows for synthesis and insight governance, led cross-functional stakeholder engagement, and delivered recommendations that have shaped product roadmaps, policy briefs, and commercial strategies.

I hold a PhD in Social Sciences. I’ve published peer-reviewed articles in international journals and presented at conferences across Europe, North America, and Brazil. I bring academic rigour to applied problems — and the pragmatism that commercial and product environments require.