Squad

Himanshu is fascinated with the human mind and choices it makes. Post his last role in leading the largest global agency for their Middle East and Africa business, he set up SixthFactor Consulting to provide clients with clarity and predictability about consumers behaviour to help improve their probability of success. He also teaches behavioural economics at the IIM and is a board member in TiE. Himanshu is someone who seeks nature to revive his soul regularly and is currently experimenting with minimalism.

Aditya is passionate about fact based solutioning. In over two decades in marketing research he has worked in European, MENA and the Asian markets in client and agency roles.Customer Experience and Branding are subjects that are close to his heart and he has written white papers on these. If he wasn’t a researcher, he’d be an aspiring cricketer or a philosopher grappling with the intrigues of life.

Arun is a marketing research and strategy veteran with varied expertise, gained from a multifaceted career as a research practitioner. As part of his work in the recent years, among other things, he has designed, developed and implemented research solutions that make use of various new-age techniques and tools, such as implicit testing, behavioural insights, nudge theory, electroencephalography, eye tracking etc. Arun has published papers, and spoken on several occasions at various industry fora, including events by ESOMAR. He is a ‘sold’ painter, an award-winning photographer, and an amateur poet and short story writer.

Deep has been studying consumer behaviour and generating insights for the last 14 years, the last 12 have been in the ME region.Primarily a quantitative researcher, has worked for clients across a diverse range of industries and helped address their business issues using multiple research tools & techniques.Has an engineering background and a masters degree in marketing and technology; loves numbers, has a keen eye for detail, is a gadget freak and looks out for the latest tech.

Farzeen is a people-oriented leader and business partner, with 20+ years of expertise & passion in consumer understanding - namely Consumer Insights generation, Customer Experience , Brand Management & Marketing - both as a supplier (agency side), and as an avid implementer, on the client side.She has worked for a leading bank and a leading money exchange house in the region. She draws inspiration from spending quality time with her family and pursuing her interests in theater, travelling, adventure sports and reading. All of the above have contributed to her growth as an effective, enthusiastic, intuitive partner and team player.

Kamal has 15 years of experience in operations and research in three different countries. Specializes in mystery shopping and CATI projects, has immaculate project planning ability.He holds a Bachelor’s degree in accountancy from Mumbai University and has won several awards in the UAE for the work he has done as a Mystery Shopper.He has successfully managed large scale mystery shopping initiatives with sample sizes of more than 2,000 audits annually.

Richa’s love for people and empathy Is displayed in her passion for human centric behavioral understanding. Having worked as Qualitative researcher for more than a decade, her current focus is ethnographic research. Her goal is to connect macro cultural and human understanding with design solutions.If not ethnography, you’d see her indulging in her multiple artistic pursuits like photography or candle making or traveling on her own to some remote corner of the world .

Ellenrose is a diligent and detail-oriented professional with extensive experience as an Admin Assistant. She excels in providing comprehensive support to the main administrator, efficiently managing the CEO's calendar and emails, and ensuring seamless communication and time management. Ellenrose is proficient in handling a variety of administrative tasks, from clerical duties to maintaining office supplies, ensuring everything is well-organized and efficiently managed. Her dedication, enthusiasm, and strong organizational skills make her an invaluable team player, consistently contributing to the smooth operation of the office. Ellenrose is known for her ability to anticipate needs and proactively address potential issues, fostering a productive and positive work environment. Outside of work, Ellenrose enjoys immersing herself in the worlds of books and manga, as well as watching anime. These hobbies not only provide relaxation and enjoyment but also inspire creativity and a fresh perspective, which she brings to her professional role. Ellenrose's commitment to her work and her vibrant personal interests create a well-rounded and dynamic individual, always ready to tackle new challenges with a positive attitude.

Shiela is a meticulous and dedicated professional, responsible for overseeing the day-to-day administrative operations, ensuring that everything runs smoothly and efficiently. With a keen eye for detail, she also conducts desk research to support various projects, providing valuable insights and data. Additionally, she assists the UX team with research and administrative tasks, contributing significantly to the development and enhancement of user experiences. Her role is crucial in maintaining the smooth operation of administrative functions within the organization. Her commitment to efficiency and attention to detail ensures that processes are streamlined and effective, ultimately contributing to the achievement of organizational goals. Apart from her professional dedication, Shiela immerses herself in reading romance novels and true crime series.

A qualitative researcher with over 10 years of experience within the region, spanning across categories such as FMCG, beauty, media & entertainment Purva has a specific interest in consumer connect programs, online panels/ communities and insightment workshops in the region. She has a wide experience across various types of research- U&A’s, brand strategy pieces , innovation and new product development, concept evaluation and pre-post communication evaluation studies. She has also done her schooling in Muscat and lived there for almost 14 years giving her a good experience and knowledge of the region.

Michelle is an expert in Consumer Insights with 12 years of experience both in the agency and client side of market research industry. Michelle started her career in India at Nielsen and moved on to working on the client side in one of the biggest FMCG company across the globe. Working with Unilever and part of the consumer insights team she has handled various types of Quantitative and Qualitative studies. In 2015, with her move to Dubai she worked at GfK for 3 years as a Qualitative research manager handling key accounts across industries and categories for the Middle east region. Her core strength is to convert consumer feedback into actionable insights. She has completed her Masters in Marketing (MMM) from Jamnalal Bajaj Institute of Management Studies in Mumbai and has a Bachelors in Management studies with specialization in Business Marketing She is enthusiastic, creative, innovative in thinking and loves meeting people.

Marketing research and consumer insights professional with 15 years experience focused on Marketing, Brand Communication and Innovation research assignments. His broad experience spans several markets in Asia Pacific, Middle East, North America and Europe regions. Mihir hold a Post Graduate Diploma in Marketing Management from IMT Ghaziabad.

Waqas is a market research specialist with over 6 years of experience in data analytics and insights, focusing primarily on the B2C sector, especially in quantitative research. He holds an MBA degree. With extensive experience in handling consumer insight studies within the tech and telco industry, he demonstrates strong project management, cross-departmental collaboration, operations and delivers presentations. His exceptional client interaction skills make him adept at translating data-driven insights into actionable strategies. 

Abhishek comes with about 14 years of rich experience in Consumer Insights. He has a blend of agency and client-side experience in MENA region and Indian market. Abhishek is primarily a quantitative researcher but is also hands on in qualitative research and has exposure to various industries like Oil & Gas, Banking, FMCG, Pharma, etc. His passion is into sports and is a well-known cricket player in the local circle.

Hina is an experienced market researcher with nearly seven years of proven expertise, specializing in providing valuable strategic insights, particularly within the fast-moving consumer goods (FMCG) sector. Her proficiency extends to testing studies including Concept, Product, Animatic, TVC, Narramatics, Name testing, and various other studies such as U&As, Ethonos etc.”"Beyond her professional responsibilities, she finds pleasure in cooking, traveling, and shopping.

Eshayat is a researcher and creative at heart. Striking up deep conversations through empathy and observation has been instrumental in her personal journey of becoming a user researcher. With a background in psychology, she started out as an educator and behavioural psychologist, and soon found herself going a step further in tackling gaps in learning experiences through observational study.Today, she emerges as a UX researcher & writer with 4+ years of research experience in the ed-tech industry. She specializes in defining user requirements, designing personas & empathy maps, and working closely with cross-functional teams to improve end-user experiences.  Eshayat has written and published a UX research book- A Practitioner's Guide to Empathy and User Research- which is widely used in India for higher education.

Shekhar heads the entire digital marketing team. He collaborates and works towards the marketing objectives and is responsible for the entire digital marketing vertical. He has over 15 years’ experience in traditional and digital marketing space. He also looks after recruitment, manpower planning, and smooth functioning of the SEO & Google Ads and Creative Media team.

Ana is a very jovial and charismatic human, with over 10 years of experience in Graphic Designing. As a graphic designer, she is proficient with the latest designing tools, right from CorelDRAW to Adobe Indesign and is flexible with all kinds of design tasks. Her dedication and enthusiasm to work as a team player and with versatile skills have always helped SixthFactor yield excellent outputs. Apart from this, she is fond of cooking and enjoys having long conversations.