I help teams uncover human nuance and turn it into product clarity.
My work spans early-stage inquiry to go-to-market alignment, asking uncomfortable questions, surfacing unspoken truths, and helping teams design experiences that feel intuitive, even when the systems beneath them are not.
I work at the intersection of behaviour, belief, and interface, decoding how people engage with technology, culture, and each other.
Focus Areas
- E-commerce ecosystems – shopper journeys, loyalty loops, decision design
- Generative AI & new interfaces – trust calibration, response latency, perceptions of intelligence
- Automotive UX – infotainment, on-road feedback, voice and touch design
- Cultural decoding – caste, class, gender, aspiration, and the semiotics of tech
- Media, humour & emotion – interface empathy, storytelling behaviours, localisation
Methods & Approaches
- End-to-end qualitative research (generative, evaluative, longitudinal)
- Diary studies, mobile ethnography, in-situ contextual inquiry
- Cultural decoding & applied semiotics
- Mixed-method research design
- Stakeholder storytelling & alignment workshops
Teaching & Mentorship
I teach “Decoding Digital Culture” at MICA, and run workshops on applied semiotics, cultural insight, and narrative-led research. I also mentor early-career researchers and design teams looking to deepen their qualitative instincts.
My work has been featured at Qual360, ESOMAR, MRMW, MRSI, and Semiofest.
Let’s Talk
Curious to collaborate? Reach out via LinkedIn, or check out my portfolio for selected case studies.
Primalsoup 