15+ yrs of marketing research experience across both quantitative and qualitative disciplinesSuccessful team builderHighly skilled in analysis of data derived from a variety of sourcesAyca’s manifesto1. Consumer is king but cannot provide answers to all your marketing questions if you just “ask them” 2. Research requires a HOLISTIC approach and should make use of a variety of tools and techniques (both implicit and explicit) in order to understand the heart of the marketing issue3. Not ALL research data is reliable – no matter who have collected it; therefore should be handled and filtered with absolute care and before making key marketing decisions4. A windsurfer knows how the wind will blow ahead just by looking at the surface of the sea a few meters away. Sometimes, instead of going deeper into “the consumer mind”, a SURFACE LEVEL CONTEXTUAL analysis could provide more insight – in a quicker and less costly way5. Digitalization and social media have made crucial changes upon the way the consumer behave and interact with brands; researchers should adapt to this reality. One cannot reveal true insight into the “new consumer” via traditional methods