My work sits between research and building: understanding how people behave online, then turning those insights into tools that help teams make better decisions.
That path has taken me through more than 15 years in B2B technology, academic work on digital user understanding and search visibility, and now SYMAR, where we are building an AI-powered platform for synthetic market research.
What I will write about
This site is a place for notes from that intersection. I plan to write about synthetic respondents, customer understanding, market research, digital behavior, and the practical lessons that come from turning research into a product.
The common thread is simple: better questions create better decisions. The interesting work lies in deciding which evidence to trust, how to combine human and synthetic data, and where technology helps us see something we could not see before.
Some pieces will be research-led. Others will be short observations from building SYMAR. All of them will aim to make a useful idea clear enough to apply.