Senior Consumer Insights & Innovation Specialist MEA at OneFoods
Zeinab started her career at Neilsen gaining a solid foundation in consumer insights. She then moved to OneFoods (BRF) where she is responsible for Consumer and Sensory Research across the region. She is responsible for leveraging insights via a wide range of sources, from brand trackers to product taste tests to shopper experiences in order to boost brand and category success.
Talking On: Consumer taste testing for category development and product optimization.
Regional Sensory Scientist at Mars Chocolate
After her Biology Engineering Degree and her MSc in Food Bioprocesses, Linda began working in an FMCG Company double-hatting between an NPD Technologist role and an Innovation System Specialist role; and in parallel working on her PhD Bibliography on Nutraceutical Food Development.
Linda began working as the Regional Sensory Scientist for Mars Chocolate in Dubai, and enjoys sharing the fact that her job is about tasting chocolate! She manages the expert sensory panel who are based in Dubai and the factory panels in the production sites in Egypt and Saudi Arabia. She is responsible for coordinating sensory best practice between the three sites.
Linda also sits within the Product Development team and where she promotes leveraging sensory for product and marketing innovation, as well as for product quality.
Talking On: Sensory for Growth: How to utilize sensory panels to put money in the pocket of your company.
An expert sensory panel is so much more than a disaster prevention system. It can steer actionable roadmaps for innovation, give confidence in the re-engineering of recipes and products and help build brand equity to name but a few. The correct use of sensory methodologies can not only save your business money, and protect your consumer satisfaction, but it can also generate these things when used correctly.
Founder at Opento, and Industry Expert in Branding and Neuromarketing
Sandra is an acknowledged expert in branding and brand strategy and a leader in the practical application of neuromarketing (psychology, neuroscience and data analytics) to business issues.
Following a successful career in marketing at Unilever, Mars, Quaker Oats and The Body Shop, Sandra has consulted with many famous brands across consumer goods, financial services, technology, eCommerce, retail and not-for-profit businesses.
Her background in psychology, neurophysiology and marketing science has enabled her to develop unique tools and frameworks around brands that have been refined, tested and developed into opento products.
From her corporate career, Sandra is keenly aware of the realities of managing brands in a commercial environment and the need to provide brand managers with a combination of inspiring ideas and practical tools to help them succeed.
Talking on: How to identify and communicate your multi-sensory brand assets to boost consumer awareness
Client Delight Manager, Haystack International
Jan studied Commercial Engineering at the KULeuven and specialized in Marketing. He then pursued a career for 11 years in the advertising industry at Saatchi&Saatchi were he mainly worked on pan-european accounts converting consumer insights into brand campaigns.
A deep interest in consumer psychology triggered him to follow the consumer behavior phd program in Leuven where his main research interests were in the area of visual and olfactory influences, implicit measurement techniques and nudging.
As Client Delight Manager at Haystack International he adds value to clients’ growth by consultancy on the basis of his gathered experience in both applying consumer insights and having a deep understanding of the mechanisms that drive consumer behavior.
Expert in sensory and consumer science, Haystack International
Chairman and Founder of Haystack, servicing world’s leading FMCG, Personal Care and Healthcare companies in product development, customer centric innovation, sensory & shopper strategy and consulting. Ludovic is a real expert in “hybrid research” mixing science based quantitative, qualitative and behavioral techniques to increase the predictability of research.
Specialities: Sensory science , Food trends, Multi Sensory Experience to enhance your brand, Customer Centric Innovation, Entrepreneurship
Board European Sensory Network, Jury Effie Awards Belgium, Vice president Febelmar
Research Director, Haystack International
After graduating from the University of Manchester Ellie went on to complete the Post Graduate Certificate in Sensory Science at Nottingham University. Since then she has worked in client and agency-side roles in sensory and consumer insight for FMCG.
Ellie moved to the Middle East from London in 2013. As part of her position as Research Director for Haystack International she conducts studies in some of the world’s most interesting locations such as Saudi Arabia, Egypt, Jordan and Burundi, as well as leading Haystack’s expert sensory panel in Dubai.