Catalyx are consumer research specialists who harness the Power of the Crowd to build better brands worldwide.

Our team

Guy White

Guy White

Founder & Managing Director

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Guy White

Guy White

Founder & Managing Director

Guy founded Catalyx in 2012. Since then, he’s developed it into a multi award-winning consultancy – one instrumental in delivering positive change for clients such as P&G, the Red Cross and Ferring Pharmaceuticals. A marketer at the top of his game, Guy is a crowdsourcing authority and an expert on crowd-led innovation.

Tracey White

Tracey White

Research Director

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Tracey White

Tracey White

Research Director

Tracey has a broad range of experience within insights having previously held senior roles agency side, as well as doing it all herself with her own agency for more than a decade. She brings a blend of robust insight knowledge and blends this with a passion for innovative research techniques to constantly drive all our work forward.

Fiona McBride

Fiona McBride

Strategy and Innovation Director

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Fiona McBride

Fiona McBride

Strategy and Innovation Director

Fiona has spent over 20 years helping clients to make better decisions for their brands through innovation and brand strategy insights and consulting, and marketing mix analytics.  
A process improvement specialist, she leads the teams responsible for day to day delivery of consumer research projects and for ensuring clients receive the highest level of strategic insights and recommendations.
Kate Manton

Kate Manton

Operations Director

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Kate Manton

Kate Manton

Operations Director

Kate leads the Operations Team in delivering against day-to-day client project commitments, and the continuing review of longer term operational capabilities to support our clients with their business questions. 

A keen developer of talent and teams, and of continuous evolution to prepare for the future, Kate believes clarity, collaboration and communication are key to successes.

Andrew Reed

Andrew Reed

Head of Accounts

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Andrew Reed

Andrew Reed

Head of Accounts

Our American by way of Argentina and now based in Geneva, Andrew has more than 20 years of experience from Nielsen. Spanning various roles, analysis types, and regions. Andrew has built teams, led client
relationships, and developed new solutions. He's a huge fan of American football, particularly music, movies, ultimate frisbee (us neither) and travel.

Nicole Munsey

Nicole Munsey

Managing Director, USA

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Nicole Munsey

Nicole Munsey

Managing Director, USA

Based in Chicago, Nicole brings 15 years of agency-side consumer insights experience working as a trusted advisor to Fortune 500 companies across CPG and Durables sectors.  Nicole is committed to delivering thought leadership and strategic consulting guidance across brand development and innovation research.  Nicole brings a passion for connecting the dots across research projects and ensuring that consumer insights drive brand growth and lead to successful innovation launches.

Christiana Coker

Christiana Coker

Head of People

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Christiana Coker

Christiana Coker

Head of People

Christiana has more than 10 years of experience in HR. Her professional experience has predominately been in marketing and communications where she has helped to support the growth of start-ups to scalable businesses. A commercially-astute HR professional, she believes in driving a truly human approach to people development and business growth.

Claire Smyth

Claire Smyth

Head of Product Development

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Claire Smyth

Claire Smyth

Head of Product Development

Claire comes from a strategic marketing background with particular experience in brand strategy. She’s worked on large scale growth projects for clients such as Diageo and Unilever, combining insight with key strategic brand expertise to drive growth and impact for clients. She is commercially strategic, innovative and future-focused, always putting the client need and client’s audience at the heart of innovation. Claire focuses on applying her experience and expertise to the product development of the Catalyx Consumer Activation System, so Catalyx is constantly pushing the boundaries of insight and strategy.

Silvia Veltcheva

Silvia Veltcheva

Senior Account Director

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Silvia Veltcheva

Silvia Veltcheva

Senior Account Director

Silvia has over 10 years of experience in marketing research including FMCG, durables, and OTC. She loves digging deep to understand client challenges and helping them hone their strategy by bring the consumer into their decision making. In her personal time Silvia enjoys spending time with family & friends and exploring anything new (neighborhoods, restaurants, slopes, recipes, cities).   

Guillaume Biojout

Guillaume Biojout

Senior Account Director

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Guillaume Biojout

Guillaume Biojout

Senior Account Director

Guillaume has 15 years of consumer insight experience at Nielsen BASES, Ipsos and Microsoft. He strongly believes that a deep understanding of the consumers, driven by a real sense of empathy with them, is what will make the current and future brands and products thrive.

Tech enthusiast (some might say “geek”), he constantly follows the latest trends in software and technology to understand how this could be applicable to getting better and deeper human insights in an agile way.

Married to a Thai wife, and hence a bit to Thailand, he loves Asian cultures in general, and Thai food above all!

Deb Arnold

Deb Arnold

Account Director

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Deb Arnold

Deb Arnold

Account Director

Deb has over fifteen years of experience in strategic consulting and consumer insights. She has a passion for helping companies build their brands by bringing in the voice of consumers to drive better business decisions. Deb is based in Cincinnati to serve our FMCG clients across the US.

Lila Lemat

Lila Lemat

Account Director

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Lila Lemat

Lila Lemat

Account Director

Lila brings a rich blend of agency and client-side experience in consumer insights across multiple sectors and markets. Her focus at Catalyx as Account Director is on adding value to our clients by putting the consumer at the centre of every decision. Lila is based in Geneva, she speaks five languages and when out of office she is either skiing steep mountain slopes or kitesurfing in remote destinations.
Aurelie Cretin

Aurelie Cretin

Account Director

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Aurelie Cretin

Aurelie Cretin

Account Director

Based in Geneva, Aurelie has 12 years of consumer insights experience across multiple sectors: FMCG, Beauty and OTC. Passionate about consumer understanding, her focus is to help our clients driving growth by putting the consumer at the heart of their business decisions. When she isn’t working, you’ll find her doing backcountry skiing or hiking in the surrounding mountains.

Connor Thorpe

Connor Thorpe

Account Director

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Connor Thorpe

Connor Thorpe

Account Director

Connor has over a decade of experience on both the supplier and client sides helping brands better understand their customers.  With a diverse background in FMCG, Healthcare, and Non-Profits, he brings a unique perspective to the Catalyx team.  Outside of work, Connor has a passion for travel, sports, and his dog Maisy, whom he will gladly share pictures of to anyone who asks.  He is based in Chicago.

Hillary Sider

Hillary Sider

Account Director

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Hillary Sider

Hillary Sider

Account Director

With more than 10 years of experience working in consumer insights and strategic planning, Hillary's passion lies in solving problems. She excels at understanding what consumers truly want and what clients really need. Hillary is based in Chicago, and when she is not at the office, you will find her hanging with her Australian Shepherd, Gordon, practicing yoga or baking delicious sweets.  

Caroline Bland

Caroline Bland

Account Director

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Caroline Bland

Caroline Bland

Account Director

Caroline comes with over 20 years of experience working for some of the world’s leading branding consultancies in London, Sydney and now Geneva. Caroline is passionate about understanding peoples behaviours & motivations, and how that translates into targeted strategy, innovation, design - and ultimately brand growth. When she is not working Caroline can be found exploring the wonders of the Swiss Alps, cycling through vineyards or planning her next adventure.

Alex Atanasova

Alex Atanasova

Lead Strategist

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Alex Atanasova

Alex Atanasova

Lead Strategist

Alex is a brand strategist and consumer behavior analyst, specializing in consumer culture, trend mapping, and human-centric marketing. She draws on rich international experience across sectors and markets in helping brands of all sizes identify growth opportunities and connect better with consumers. Outside of the office, you’ll find Alex deep reading anything and everything on culture, politics and consumption, road-tripping and eagerly embarking on culinary adventures.

Alice Get

Alice Get

Lead Strategist

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Alice Get

Alice Get

Lead Strategist

Having more than 15 years of experience in online and offline marketing research, Alice leads every project from
a consultative and strategic perspective. Having studied psychology, she’s trained and experienced in exploring, capturing and unravelling insights that drive engagement and change. She loves ‘big qual’ and teams up with clients, bringing a strong commercial awareness to her work. She likes to apply innovative, agile and human-centric approaches inspired by behavioural economics that allow observing System 1 thinking.

Polina Blagoeva

Polina Blagoeva

Senior Strategist

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Polina Blagoeva

Polina Blagoeva

Senior Strategist

With 6 years at Ipsos under her belt, Polina loves digging into data and translating it into powerful insight. She's always passionate about building a meaningful and powerful strategy for our clients.

Lizzie Rankin

Lizzie Rankin

Senior Strategist

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Lizzie Rankin

Lizzie Rankin

Senior Strategist

Lizzie is passionate about understanding customer behaviour and the true triggers of decision making. With nearly 10 years of experience in the market research industry in a variety of businesses including Kantar Media and more recently a tech startup, she focuses on delivering insights with real meaning that have a real impact on businesses. She has worked across multiple categories including global studies for leading FMCG companies.  

Denitsa Kostova

Denitsa Kostova

Strategist

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Denitsa Kostova

Denitsa Kostova

Strategist

Denitsa has spent more than 10 years in the marketing departments of companies such as Deloitte, Henkel and Novartis, helping them achieve outstanding results. She enjoys bringing new ideas to market and solving complex problems. She applies her interest in new technologies in designing innovative approaches for brands to build stronger relationships with their customers.

Katya Petrova

Katya Petrova

Senior Strategist

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Katya Petrova

Katya Petrova

Senior Strategist

A sociologist by education and at heart, Katya brings 7 years of research experience with her a senior quantitative research professional. Katya is passionate about discovering psychology and social models under consumer choices and using multiple sources of information and big data to identify really crucial insights.
 
Katrin Nikolova

Katrin Nikolova

Strategist

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Katrin Nikolova

Katrin Nikolova

Strategist

Katrin has 6 years of experience in Marketing Research, having worked in many different sectors. She admits she loves data is passionate about making data look compelling, exciting and most importantly actionable. She is also a student of the human mind and loves to hike and explore the outside world in her free time.

Temida Marinova

Temida Marinova

Strategist

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Temida Marinova

Temida Marinova

Strategist

Temi has almost 6 years of experience in market research, working across the Technology and FMCG sectors mostly focused on customer experience. With a strong analytical background, she is passionate for transforming quantitative data in compelling stories that answer clients' questions and help them create strategies and grow their business. 

Iva Lyubcheva

Iva Lyubcheva

Strategist

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Iva Lyubcheva

Iva Lyubcheva

Strategist

Iva has 4 years of experience in market research across different sectors like Telecommunications, Smart technology, FMCG, etc. She is passionate about helping companies improve customer experience and create better products and services. She loves skiing, playing tennis and travelling.

Ailsa Hearne

Ailsa Hearne

Strategist

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Ailsa Hearne

Ailsa Hearne

Strategist

Ailsa has an endless passion and curiosity for understanding people to drive business strategy. She has a depth of experience in qualitative and mixed methodology research, specialising in building strategic brand frameworks and comms development. Ailsa helps clients to reach their objectives using concise consumer centric solutions.  She has particular experience in multimarket projects based in the East in markets such as China, Hong Kong, UAE and Israel.

Daniela Barletta

Daniela Barletta

Strategist

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Daniela Barletta

Daniela Barletta

Strategist

Starting her career as a strategist in creative agencies, Daniela has a passion for making data meaningful. She has helped clients craft their brand identity, create audience segments, launch new products and build messaging hierarchies. From fashion to FMCG, petroleum to paint, her experience spans multiple industries in Europe, East & Southern Africa and the Middle East.
As an advocate for the connection between data and human-focused research, she ensures clients receive recommendations that deliver impact and growth.

 
Wenwei Zhang

Wenwei Zhang

Digital Transformation Lead

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Wenwei Zhang

Wenwei Zhang

Digital Transformation Lead

By using our suite of capabilities, you can embed consumers deep into your innovation and creative development. You can understand them better. You can create products and services they want. You can persuade them to buy more, more often.

Orlin Stefanov

Orlin Stefanov

Project Manager

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Orlin Stefanov

Orlin Stefanov

Project Manager

Orlin has an experience in accounting, operations management and project management. In the past 10 years, he has worked in different industries including IT, banking and start-ups. He loves snowboarding, dogs and the great outdoors.

Martina Georgieva

Martina Georgieva

Project Manager

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Martina Georgieva

Martina Georgieva

Project Manager

Martina graduated with a MSc from Lancaster University in the UK in 2018. She has started her career with Catalyx supporting the Project Management team to ensure that everything is as seemless and frictionless for our clients as possible. She is passionate about nutrition and healthy lifestyle as well as creative DIY projects, puzzles and she loves to play pool.

Dimitra Pashanovska

Dimitra Pashanovska

Project Manager

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Dimitra Pashanovska

Dimitra Pashanovska

Project Manager

Dimitra has 3 years’ experience as a project manager in market research. Her motivation in her job comes from the dynamic environment and the endless opportunities that comes with it. Her passions are fiction books, travel and music.

Velichko Avramov

Velichko Avramov

Technical Project Manager

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Velichko Avramov

Velichko Avramov

Technical Project Manager

Velichko's previous experience comes from his time as a project manager on large tracking studies in APAC. He is motivated by improving his skill set and working in a dynamic environment. His passions are diverse music genres and technology.

Simeon Fichev

Simeon Fichev

Project Manager

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Simeon Fichev

Simeon Fichev

Project Manager

Simeon has six years of experience in the market research field and has a continual life goal of always building upon himself in whichever field he is involved in. He is passionate about knowledge giving power, and that organized knowledge is everything.

His other passions are electronic music, art and graphic design.

Ivana Nikolova

Ivana Nikolova

Project Manager

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Ivana Nikolova

Ivana Nikolova

Project Manager

Project manager with demonstrated experience in Market research industry and knowledge in Agile practices and Scrum methodology and development processes.  Good in solving complex problems using analytical and organization skills developed over the years of studying Mathematics. Having great business communication skills and recently, design orientated. Interested in understanding of people’s behavior and how visualizations affect them. Love to “escape” reality with a book or painting and of course, with friends.

Josie Shantonas

Josie Shantonas

PA to CEO

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Josie Shantonas

Josie Shantonas

PA to CEO

An administrative and office support specialist, Josie’s keeps the Catalyx cogs turning. She specialises in supporting ambitious organisations grow and establish the right processes along the way. She keeps the Catalyx team sane and lets us know the answers to problems before we have even seen them!

Ekaterina Vateva

Ekaterina Vateva

Team Co-Ordinator

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Ekaterina Vateva

Ekaterina Vateva

Team Co-Ordinator

A graduate in Tourism and hospitality management Kate has held diverse roles in multiple international companies such as a project and event manager, coordinator, HR generalist and others, giving her the ability to support, manage and understand people needs. Her time management, attention to detail, social and organizational skills brings her to the position of Team Co-ordinator at Catalyx where she helps with the day to day challenges.

Anas Luzito Maboso

Anas Luzito Maboso

Finance & Accounts

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Anas Luzito Maboso

Anas Luzito Maboso

Finance & Accounts

Anas is a specialist in business administration, new company creation, accounting, tax, VAT and coaching for business management. He ensures Catalyx financials remain ship shape and keeps the money flowing through the system as well as advising us on business structure, HR processes and payroll.

Some of our clients