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

Our team

Fi Egan

Fi Egan

Strategy Director

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Fi Egan

Fi Egan

Strategy Director

Fi heads up our Strategy team globally, and has nearly two decades of strategic insight experience gained at agencies including Added Value, Kantar Consulting and Illuminas. From a psychology background, her ‘superpower’ is humanising data – helping clients cut through the noise to identify the real human truths that drive growth. She brings a passion for clarity and impact – challenging her teams to create outputs that get to the point, drive action and live on in a business. Outside of work she is a jazz singer and humanist marriage celebrant.
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.

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.

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.

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.

Vicki O'Sullivan

Vicki O'Sullivan

Head of People

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Vicki O'Sullivan

Vicki O'Sullivan

Head of People

Vicki is a CIPD qualified HR professional with over 15 years experience.  Her career has predominantly been in the market research industry within SME supporting through growth and acquisition.  Passionate about people development and creating a culture to embrace and enhance productivity and engagement.

Deb Arnold

Deb Arnold

Senior Account Director

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Deb Arnold

Deb Arnold

Senior Account Director

Deb has over twenty 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.

Connor Thorpe

Connor Thorpe

Senior Account Director

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Connor Thorpe

Connor Thorpe

Senior 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.

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!

Mat Sloan

Mat Sloan

Senior Account Director

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Mat Sloan

Mat Sloan

Senior Account Director

Mat has a comprehensive, in-depth knowledge and understanding of what is possible in research, helping clients navigate the jargon and cut through the hyperbole. He has extensive experience in all of the core forms of research: qual, quant, ethnography, trends and major tools & products in each area. Mat passionately champions the design and execution of research that gets all stakeholders excited with its clarity, provocation, actionability  and that is pleasing on the eye. When Mat’s not working you’ll find him travelling or in the great outdoors: cycling, hiking, or passionately sharing tales of his latest consumer tech discovery.

 
 
 
 
Vernon Nicolas

Vernon Nicolas

Senior Account Director

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Vernon Nicolas

Vernon Nicolas

Senior Account Director

Based in Chicago, Vernon brings 20+ years of agency-side consumer insights experience, serving as a trusted advisor across a broad range of leading multi-national Fortune 500 companies. 

The creative problem solving, thought leadership, and strategic thinking Vernon brings to insights leaders helps them earn and grow their influence at the c-suite table.

Areas of expertise include improving innovation and renovation outcomes, developing strong brands, and line and price optimization. 

He is passionate about integrating the voice of the consumer in agile ways to drive better brand, marketing, and commercialization decisions.

Ihab Baligh

Ihab Baligh

Senior Account Director, Europe

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Ihab Baligh

Ihab Baligh

Senior Account Director, Europe

Ihab brings 18+ years of "Consumer is the boss" experience working for Procter and Gamble brand management school. In P&G, Ihab took multiple game changing director roles in the core marketing field (local and global brands) and in the commercial / sales domain which enables him to bring the consumer / customer equation into the client strategic decisions / choices. Ihab has experience in both, developed markets (Europe) and developing markets (India, Middle East and Africa), covering 50% of world population. Finally, Ihab key strength lies in his ability to develop robust business strategy; as he juggles between the client and agency sides to delivery a winning consumer based strategic choices. 
Lila Yaghsezian

Lila Yaghsezian

Account Director

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Lila Yaghsezian

Lila Yaghsezian

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.
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.

Katie Brewer

Katie Brewer

Account Director

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Katie Brewer

Katie Brewer

Account Director

Katie has worked across a wide range of client organisations and sectors to deliver ground-breaking growth strategies and campaigns. She is passionate about getting close to her client’s business and becoming a trusted extension of their teams. She thrives on solving complex problems while ensuring the customer remains at the heart of the solution. When not in work, Katie is busy exploring the South Downs.

Tracey White

Tracey White

Lead Strategist

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Tracey White

Tracey White

Lead Strategist

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.

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.

Ashley Agbay

Ashley Agbay

Lead Strategist

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Ashley Agbay

Ashley Agbay

Lead Strategist

Ashley began 13-year career in the rapidly growing field of online qualitative and communities. Since then, she’s tackled a range of custom research initiatives with cutting-edge technologies and methodologies.  With years of experience working with Fortune 500 companies, she’s passionate about exploring creative techniques that bring consumers to life and diving deeper to achieve elevated, actionable insights. 

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.  

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

Senior Strategist

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Katrin Nikolova

Katrin Nikolova

Senior 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. 

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.

 
Tahmid Ahmed

Tahmid Ahmed

Strategist

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Tahmid Ahmed

Tahmid Ahmed

Strategist

Having delivered strategic insights for the likes of Nissan, Google, Uber Eats & Philips, Tahmid brings a variety of both qualitative and quantitative experience that have been aimed at helping clients grow. 

Born and bred in South-East London, UK, Tahmid studied Applied Medical Sciences at UCL, with elements of technology, innovation and business strategy, and is now passionate about the world of innovation and insights. 

When he’s not watching F1 cars blast round a race track, he’s busy with his family, particularly the younger ones who he has a knack for.

Joanna Stobart

Joanna Stobart

Strategist

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Joanna Stobart

Joanna Stobart

Strategist

Jo has around 4 years’ experience in delivering consumer market research projects, across sectors including media, technology, home entertainment and live events. With a passion for discovering and telling the stories hidden beneath the surface, she is adept at translating figures and transcripts into meaningful insights that brands need to achieve their business goals. She has particular experience in helping clients to launch new products, understand the impact of their comms campaigns, better understand target consumers, and improve their customers’ experiences amongst other areas. In her spare time she likes to travel, hike, watch live music and play board games.

Alice Yessouroun

Alice Yessouroun

Strategist

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Alice Yessouroun

Alice Yessouroun

Strategist

Alice is a strategist with experience across the not-for-profit and corporate worlds. She likes nothing more than a deep dive into a new project and her work has won several brand effectiveness awards. She has a passion for photography, public speaking, and cheese.  

Killian Barry

Killian Barry

Strategist

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Killian Barry

Killian Barry

Strategist

Killian has over three years agency-side market research experience, having worked previously for Ipsos. He has a broad background in both quantitative and qualitative methodologies, across a wide variety of categories. He is a graduate of Trinity College Dublin, where he studied business. 

Aidan Lever

Aidan Lever

Research Development Methodologist

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Aidan Lever

Aidan Lever

Research Development Methodologist

Aidan has a diverse research background, having previously worked alongside some of the UK’s top academic researchers, consulted on large scale research projects for organisations such as Her Majesties Government and lectured in ‘Research Methods and Advanced Statistics’. During his undergraduate and postgraduate degrees, he was awarded two separate research scholarships for his work. His drive is to produce the most valid and valuable consumer insight on the market.

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.

Philip McMurtrie

Philip McMurtrie

Technical Project Manager

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Philip McMurtrie

Philip McMurtrie

Technical Project Manager

Phil has worked in Research Operations for over twenty years. Using this past experience in the "engine room" he is looking to build on existing processes to create further efficiencies with Operations with an eye toward scalability for the future.

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.

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.

Denitsa Simeonova

Denitsa Simeonova

Project Manager

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Denitsa Simeonova

Denitsa Simeonova

Project Manager

I have 5 years experience as a project manager in market research. My motivation comes from all the new things I learn and the knowledge I acquire not just from the job but from the people I work with. I love reading, my family and friends, sunrises and sunsets. 

Dimitrina Ivanova

Dimitrina Ivanova

Project Manager

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Dimitrina Ivanova

Dimitrina Ivanova

Project Manager

I have several years of project management experience in marketing research field handling both short and long term projects. I am passionate about learning new skills and self-improvement. Outside of work, I enjoy cooking and reading criminal books.

Martin Stoev

Martin Stoev

Project Manager

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Martin Stoev

Martin Stoev

Project Manager

I have two passions in my life – Marketing and Fencing. I took a university bachelors’ degree in Marketing and started practicing in the Market research field from 2015 till now. I am considered a highly proactive, problem solver and people’s person.
 
I’ve been fencing for 22 years so far. I represented Bulgaria at the World Championship in Wuxi, China, and on the following year went to South Korea with two of my athletes as a coach. Fencing thought me to be consistent and focused on the things that matter most in life.

Nataliya Petrova

Nataliya Petrova

Project Manager

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Nataliya Petrova

Nataliya Petrova

Project Manager

Nataliya has a Master’s degree in Media information and Publicity, followed by Agile project management and Project management fundamentals certificates. With 8 years of work experience in online marketing research and survey design, she is completely focused on learning, acquiring knowledge and skills in the marketing field.
Outside of work, in her free time she enjoys some quality time spent with family, friends and her pet dog. Hobbies: music and dancing, cycling and spinning classes, snowboard, board games.

Kristina Sabeva

Kristina Sabeva

Project Manager

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Kristina Sabeva

Kristina Sabeva

Project Manager

I have a few years of experience in the market research industry and I have worked on numerous tracking and ad-hoc projects. I thrive in a dynamic environment and I strive to go by these 3 rules - Taking ownership, Communication as a key to success and Hard, but smart work.

Hristiyana Tileva

Hristiyana Tileva

Team Co-Ordinator

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Hristiyana Tileva

Hristiyana Tileva

Team Co-Ordinator

With six years of experience in Administration and event management, I am passionate about finding the best practices and solutions for flawless workflow.
With every new experience I try to build upon myself and set new professional goals. I believe that people always have to try to encourage the best in the others.

Outside of work I have different hobbies such as horse riding, reading, try different courses and gain new knowledges.

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!

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