Translating human nuance
into rigorous product strategy.

Early-Stage Tech

Hey Savi

From founding assumption to product pivot

Body Politics inclusive fashion research

Strategic Research

Farfetch

Rethinking inclusive fashion experiences

Service Design

Farfetch

From fragmentation to strategic clarity

Field Research

Zebra Technologies

What you find when you go into the field

Social Research

Venice Biennale

Who builds the city?

Strategic Impact

Zebra Technologies

When one finding changes everything

I observe with depth and build with discipline.

From Insight to Direction

Research is where clarity begins, not where the work ends.

Qualitative Interviews Ethnographic Research Behavioural Analysis Research Synthesis Product Strategy Service Design Field Research Strategic Foresight

My work sits at the intersection of research and product strategy. I go deep into how people actually behave - through field research, ethnographic observation and qualitative interviews - and translate what I find into direction that product and leadership teams can act on.

The findings don't stop at a report. I work directly with founders, CTOs and product leadership to shape roadmaps, reframe briefs and define what gets built next. Research is most useful when it sits close to the decisions that matter.

How My Practice Is Evolving

Research-led strategy, scaled by AI.

The most significant shift in how I work recently has been AI - a way to scale research judgement, rather than replace it. I use it to run usability testing at a scale I couldn't reach alone, and to build speculative "what if we..." artefacts that give teams something tangible to react to before a product exists. The quality of the output depends entirely on the quality of the thinking going in - and that's where experience still matters.

Where I think this is going is bigger than research. The gap between generating insight and shaping product direction is something AI can compress significantly. That's the direction I'm moving in.

Dual Foundation

I've spent half my career in warehouses and logistics and the other half in fashion, luxury and early-stage tech. Industrial environments taught me methodological discipline - how to observe systems without romanticising them. Fashion sharpened my understanding of identity, aspiration and vulnerability as drivers of behaviour. Startups reinforced a simple constraint: insight only has value when it informs decisive product direction.