I’m a research leader who works at the intersection of research, strategy and business. Over 12+ years I’ve moved from hands-on UX research and design into building and scaling research functions, most recently growing Alpheya’s Research & Insights team from the ground up.
What sets my practice apart is the lens: an MBA-trained researcher who speaks roadmap, P&L and product bets, not just methods. I turn qualitative and quantitative insight into market positioning, new offerings and measurable commercial impact, and I’ve embedded AI across the research workflow to make that engine faster.
I’ve built UX research functions from scratch twice, mentored and taught 200+ practitioners worldwide, and led research for governments, banks and fast-scaling fintechs across the Middle East.