Inna Ivanova-Genova

I am a storyteller, a factual storyteller. Immersing in data and distilling the gist is my passion. My speciality are meaningful insights, business-relevant conclusions and powerful facts that confirm or disconfirm hypotheses.

Nowadays, we, as researchers, are empowered by such a variety of sources that it is possible to combine the knowledge about online and offline behaviour, effectiveness of paid, owned, earned media, etc. well. After connecting the dots, we get a holistic view of the consumer, the user. Think only about recent findings about how people’s political choices are influenced, based on their social media profiles.

If we want to know more in-depth what motivations people have, their perceptions and attitudes, how they take decisions and how all this translates into actual behaviour... we can. And I am someone, who wants to know. Who, as a leisure activity explores infographics, stats on random topics, just out of curiosity to find out what the majority thinks about/does on a certain topic.

My consumer research background as well as experience in digital in the last ten years gives me the confidence to be well-acquainted with a plethora of methods: qualitative/quantitative studies, consumer panels, web analytics, A/B testing, ad effectiveness, voice of customer. Along the way I even got some experience with attribution modelling and personalisation. Therefore, complex is a blessing for me. I am into interpreting data based on specific enquiries or to uncover, shed more light on behavioural patterns. Additionally, you can cluster me as an evangelist of Behavioural Economics and Design Thinking.

A distinction with academic research is to be made. My fascination for the consumer has always been grounded in concrete questions with the goal to reach commercial targets and leverage businesses. Thus, my goal when researching is to apply gathered insights, build-up/shift of a strategy, spot opportunities, consult, advise. In other words, understanding the user, steering behaviour in a desired direction, satisfying needs, boosting loyalty, uncovering unattained wishes.

I had the chance to work in a few countries, in multidisciplinary teams and in varied industries, predominantly in DE, NL. A true networker who loves challenges I have proven resilience and determination personally and professionally.

I am happy to discuss opportunities within your team, network or to exchange ideas anytime. Get in touch: [email protected] or via the button above.