I am a qualitative research expert grounded in psychology, with 19+ years of hands-on research project experience and 15+ years of business management practice. Currently I consult, train, run local & international projects and speak at market research conferences.

I am always in search of the unicorn. The quest for the unicorn is a metaphor for “unlearning what we have learnt, going back at an earlier way of looking at the world” (Odell Shepard), thus doing anamnesis. It is exactly where you will find good research: in the unprocessed material that precedes words, in the collective cultural that precedes the individual choice, in the simple truths that precede the “buzz words” of the industry.