Sonia Misak is a seasoned global trends and qualitative research expert, strategist, business leader, ethnographer, and culture watcher. With a deep understanding of the dynamics of emergent markets, Sonia is adept at using the latest thinking from behavioral sciences to help organizations better understand and influence consumer behavior. She is driven by an entrepreneurial spirit, agility, transparency, curiosity, and humanity in her quest to reinvigorate traditional research methodologies alongside pioneering new approaches. Among her notable experiences, Sonia has served as the President of The Behavioural Architects, Founder of The Global Citizens, Global Client Partner at Hall & Partners, President at The Futures Company, Executive Director at HeadlightVision, and Strategic Consultant at Lawrence Somerset. She is an alumnus of the University of Oxford and the University of London where she completed her M.Phil and BSc in Psychology respectively.