About me

Samar blends rigorous research with gut and empathy. She's taken her fascination with the human psyche to a rich and diverse career in the Middle East, Asia, the US and now Europe.

Over the last 12+ years, Samar's career led her to:

co-found a media agency

drive forward insights and innovation on various brands in the PepsiCo portfolio

lead Omio's integrated Brand and UX research team

She's built up a bountiful toolbox of research methodologies and the rarely-talked-about soft skills a researcher needs to be impactful, both with consumers and internal stakeholders. Today, Samar partners with agencies and select clients to improve business strategies, and to run a range consumer and design research projects. Her additional work in counseling and facilitating workshops to bring the mind-body into equilibrium offers a fresh perspective on research, human (customer) empathy and how to navigate the business environment.

Mentoring Topics

  • Defining Research Question + Developing Learning Plans.
  • 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)
Country: Germany Timezone: Europe/Berlin

Book your session with Samar

We believe that learning is a basic need of every human being.

The Mentoring Club helps satisfying this need for as many people as possible by providing an open platform which offers mentoring as a gift with no strings attached.

Please help us to keep this platform open and free of any barriers. Only schedule time with a mentor for your personal development or if you want to discuss specific personal or job related challenges. Do not use our service to generate leads, to acquire testers or request for any other service for your business.

Also, please book a slot with a maximum of 2 mentors to let as many people as possible benefit from our service. If you found and booked a slot, we kindly ask you to show up or cancel the appointment at least 2 days in advance.

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