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Research Philosophy
My approach to research is grounded in three core principles:​​
Evidence over assumptions
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I prioritise data-driven insight over intuition, ensuring decisions are informed by reliable evidence rather than personal bias.
Context and culture matter
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Consumer behaviour does not exist in isolation; I consider cultural, social, and market context to ensure insights are relevant and meaningful.
Ethics in research and communication
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I value transparency, responsibility, and respect in how data is collected, analysed, and communicated, recognising the impact research can have on both organisations and audiences.
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