Multi-market
beauty & lifestyle
research.
10+ years turning interviews and focus groups across Europe & Central Asia into executive-ready playbooks.
ScrollWhat I bring.
- 01Multi-market insight craft
10+ years running consumer and B2B studies across Europe & Central Asia; comfortable with cross-city comparability, translation workflows, and local partner enablement.
- 02Behavioral segmentation > anecdotes
I convert interviews and focus groups into segmented profiles with decision drivers, barriers, and occasions—delivered as visual, executive-ready playbooks.
- 03Cultural sensitivity, regulated & "dark market" categories
Tobacco and alcohol experience trained rigorous ethics, message control, and compliance—directly applicable to beauty standards that vary by culture.
- 04Executive-level interviewing
Skilled at extracting strategy-grade insights from founders and GMs—useful for aligning franchise owners across markets.
- 05Insight-to-action
Findings packaged as market playbooks: who to target, where to reach them, what to say, and how to prove it; not just qualitative transcripts.
A mixed-methods spine.
Beauty behavior is situational (task, time, place) and cultural (norms, aspirations). Output reads like a trend report with clear plays per segment—not a transcript dump.
Qualitative depth
10–12 IDIs per city; targeted micro-groups where useful.
Light quant overlays
Optional, to size segments and validate patterns.
Comparability protocol
City chapters align without flattening local nuance.
Methods I reach for.
Categories & brands.
How I work.
Clarity first
Co-define the decisions the research must enable.
Comparable yet local
One global skeleton, respectful local muscle.
Deliverables people use
Fewer slides, sharper plays.