An IoT-Enabled Smart Building Startup | B2B | Contract | Remote - Led UX research, including user interviews and usability testing, to uncover issues on a web platform used by technical users. - Analyzed findings and developed actionable recommendations, including defining new features and optimizing existing workflows. - Collaborated with developers and engineers to implement research-driven improvements from concept to release. Impact: Research replaced a planned mobile app initiative, reducing development cost. Misrouted alerts dropped by 40%, clarifying ownership and response workflows across teams.

A Global Media Agency, part of WPP | B2B - Conducted end-to-end qualitative and quantitative research from scoping to delivery, informing media strategy and planning. - Developed user segments and proto-personas through behavioural and attitudinal analysis, generating insights that enabled targeted and personalized marketing. - Worked cross-functionally with creative, media, and brand teams to ensure strategic alignment and translate research into real-world audience and go-to-market strategy decisions. Clients include: L'Oréal, Mondelez, Renault, Colgate, Red Bull, Pizza Hut, and Huawei Awards: Two wins at the Kristal Elma Social Media Awards, 2020

NGOs | Gender Rights - Conducted qualitative research, including in-depth interviews and field studies, to identify challenges faced by gender rights NGOs and support program decisions. - Analyzed research findings and prepared comprehensive reports. - Developed and submitted project applications for NGO funding.

- Planned and conducted surveys, in-depth interviews, and field studies on reproductive health. - Analyzed qualitative and quantitative data to identify key insights and patterns. - Proposed solution-oriented recommendations based on research findings