I start with questions — usually the kind that don’t have simple answers. How does culture shape the choices we make, and the way we relate to each other?

I’m an Insights Lead who loves digging into how people think, feel, and decide. My work helps brands make sense of culture, people, and turn understanding into strategies and ideas that actually resonate.

This site is a collection of that curiosity — projects, thinking, and explorations along the way.