Sociologist
Ever since I was a kid, I have been obsessed with people and culture: with what we do, why we do it, and what we believe. I’ll never get bored of exploring the micro psychology that underpins our daily interactions with products, or of connecting the value we assign to brands to the macro values of our society.
As a commercial sociologist, I help brands to better understand their consumers and to create stronger connections with their audiences. I work across a variety of industries, with deep expertise in wine and spirits, food, personal care and luxury, and a special interest in gender dynamics in marketing.
