About me ✓ Samar is a certified mentor

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

Reviews for Samar

N.
22.March 2021

I love the way Samar was able to connect user research with marketing research. I learned about the process and importance of creating personas to help us understand users needs. It was interesting to hear about her experience creating personas and the pros and cons of different methodologies.

E.
28.October 2020

Samar was great in trying to find out what specific support I need and sharing her experience and resources with me that would help me succeed in my project. She provided a lot of insights about the ways to complete quantitative and qualitative research - I'll definitely apply in practice. Thank you!

G.
27.October 2020

Collaborate with brand or market researchers to do some projects which give strategic exposure to consumer insights side of things.

Question the research requests & think strategically.

Read the cultural nuance book to work as a researcher with different geo locations