Understanding the blend of logic, emotion, and identity behind every purchase decision is what gets me excited about this work.

Every buying decision reveals something deeper about our values, needs, and desires. I explore what makes consumers choose one brand over another, what builds genuine trust, and why certain experiences stick with us while others fade away. Some purchases feel effortless and obvious, while others involve weeks of research, comparison, and second-guessing.

What creates that difference?

The brands that succeed aren't just selling products—they're speaking to something deeper. They understand that purchasing decisions are rarely just about features and price. They're about how a product fits into someone's life, reflects their values, and helps them become who they want to be.

I don't just study consumer behavior—I turn insights into revenue.

Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don't just sell—they connect, inspire, and create memorable experiences that feel deeply personal.

My mission is simple: helping brands decode what their customers really want and giving them the tools to deliver it authentically. Because when you truly understand the 'why' behind consumer choices, everything else—the messaging, the experience, the conversion—becomes so much clearer.

The brands that succeed aren't just selling products—they're speaking to something deeper. They understand that purchasing decisions are rarely just about features and price. They're about how a product fits into someone's life, reflects their values, and helps them become who they want to be.

I don't just study consumer behavior—I turn insights into revenue.

Brands have an incredible opportunity to create stories that reach beyond the product, stories that echo shared values and inspire a sense of belonging. I believe that the most successful brands don't just sell—they connect, inspire, and create memorable experiences that feel deeply personal.

My mission is simple: helping brands decode what their customers really want and giving them the tools to deliver it authentically. Because when you truly understand the 'why' behind consumer choices, everything else—the messaging, the experience, the conversion—becomes so much clearer.

My fascination lies in the gap between intention and action. Why do 70% of women add items to their cart but never complete the purchase? What happens in that moment of hesitation? What would it take to bridge that gap and turn browsers into buyers?

I study the subtle cues that influence these critical moments: the words that build confidence versus those that create doubt, the social signals that matter most to different audiences, and the trust factors that actually move the needle. My goal is connecting these behavioral insights to the values and motivations that drive real action.