Himanshu Vashishtha is a successful entrepreneur, mentor, and professional with over 16 years of experience in market research across the Middle East, Africa, and India. He is the founder and CEO of SixthFactor Consulting, where he works with organizations to increase their success through innovation, differentiation, evaluation, and activations. His career highlights include Fortune 500 companies like P&G, Levers, Mars, Nestle, Pepsi, GM, Visa, and local giants like Almarai, Emaar, Etisalat, dU, Saudi Telecom, Al Jazeera, Mashreq Bank, as well as leading government bodies like Prime Ministers Office, Saudi Tourism, RTA, Ministry Of Economy (UAE). Himanshu's passion is to move consumer insights forward by using market research, advance analytics, cognitive psychology, behavior economics, neuroscience, and new technologies. Himanshu was formerly the Managing Director at Nielsen's consumer research business in the Middle East & Africa. He is a regular contributor to the leading magazines and newspapers in the region and has been a part of numerous panels such as Super Brands Council, Asia Brand Council, Effie MENA Awards, Retail Middle East Awards, and more. He has published various papers in ESOMAR and written an analysis of leading global FMCG brand strategies. Himanshu's special area of interest is behavioral economics and understanding the choice architecture of consumers. In his pursuit of learning, he also teaches Behavioral Economics courses at IIM in India. Himanshu studied for his Masters in Market Research at the Mudra Institute of Communications, Ahmedabad, India.