"To understand is to perceive patterns” - Isaiah Berlin. My fascination with what drives human behaviour and decision-making led me to pursue psychology and behavioural science. Through diverse research projects and consulting experiences, I have honed an ability to discern critical patterns in complex human phenomena. This understanding has helped me present my clients with barriers to resolve and triggers that can be leveraged in their customer journeys. Leveraging empathy, curiosity and analytical thinking, I uncover actionable insights to drive impact - be it optimizing communications to build brand equity or shaping intuitive digital experiences. My expertise spans qualitative research, statistical analysis and strategic consulting across domains like consumer goods, fin-tech, healthcare and education. I still recall the excitement of my first focus group discussion unravelling how adolescents construct identity today. Since then, I have led studies decoding consumer perceptions to position brands more meaningfully. The quest to understand ever-evolving human dynamics continues to intrigue me. Outside work, I'm passionate about accessible education (via the Coachable Foundation) and sustainability. I am currently conceptualizing a sustainable startup idea. As I grow, I aim to work on projects at the intersection of behaviour, technology and design - crafting customized solutions grounded in a nuanced understanding of people. I believe a behavioural science lens can drive innovation across sectors and positively touch lives.