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Design Research – Understanding Urban Shopping

Directed a research project on urban shopping, delivering insights that informed product and brand strategies to enhance market alignment and brand relevance.

Led a strategic research initiative on urban shopping behavior in Belgium, managing a team to gather insights on shopper needs and behaviors. Delivered a comprehensive report, personas, and user journey, which guided client decisions on product and brand strategies. My work provided a clear roadmap for enhancing brand relevance and market positioning through user-centered insights, directly influencing the client’s approach to urban markets.

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