Founder of Jiedi in 2019. With an education in life sciences, the decision to fully dedicate to the world of insights is traced back to meeting some inspirational and extraordinarily capable people, in marketing, r&d and consumer research. Learning how different consumer research approaches fuel design and communication. Learning how to translate insight into brand building and communication.
During the past 10 years, while leading design and insights development within the Unilever Foodsolutions R&D team, insight approaches were introduced into the organisation. Marketing and R&D teams were inspired with user centric benefit language. Superior products were designed and impactful claim strategies articulated. Fuelled with qualitative understanding, grounded in user practices and human behaviour.
Enriched with 15 years of experience in cross-cultural project leadership in home care and foods categories, the thinking goes beyond the research. Understanding how to translate deep user understanding into launchable products and services allows to help operational teams to implement insight into their day-to-day activities. Balancing fresh, insightful research recommendations with the time, resource and risk constraints that development teams are used to work with.
Most recently, the creation of Jiedi has allowed the discovery new territories in media, entertainment and generational understanding. And to support start-ups with sharpening their insights, and translating those into innovative market propositions.
Having seen how true insight can impact, inspired by human behaviour, behavioural economics, heuristics, psychology and sociology. Mastering the theory and practice of qualitative research. This led to the decision to create Jiedi in 2019.