Samar blends rigorous research with intuition and empathy. With over 15 years of global experience across the Middle East, Asia, the US, and Europe, she has worked across agency, brand, and in-house environments at companies including PepsiCo, Omio, Al Tayer and Kantar.
She brings deep expertise in mixed-method research, combining qualitative depth with quantitative rigour to generate foundational insights that drive strategic product, brand, and business decisions. Her work spans end-to-end research — from designing studies and leading fieldwork to synthesising complex data into clear, actionable direction for cross-functional teams.
Samar’s work focuses on outcomes. She helps teams move beyond fragmented data and surface-level findings to uncover what truly drives customer behaviour — enabling stronger alignment, sharper positioning, and more confident decision-making.
Alongside her research practice, her background in coaching and facilitation adds a distinct edge. She brings a nuanced understanding of human behaviour, emotional depth, and group dynamics — supporting not only better insights, but also how those insights are understood, communicated, and applied within organisations.
Today, Samar partners with agencies and select clients to translate human understanding into decisions that stick.
My Mentoring Topics
Some examples: Proof of Business Concept, CPG Innovation Pipeline, Brand Positioning, Target , UX Design Concept + Usability Research
Executing Research Studies + Delivering Findings. Methodology examples;
Quantitative (Adhoc survey writing / analysis, Brand Health Track, Campaign Measurement, Conjoint)
Qualitative (Focus Groups, Concept Testing, Usability Studies, Ethnographies)
Building critical research soft skills (Story Telling, Interviewing for qual research, Running Internal workshops (e.g. analysis sessions), Managing Stakeholders)