We've all been there. Staring at survey data that looks technically correct but feels fundamentally wrong. This is the session for people who've ever had to explain why the data from three countries is completely unusable, and you're only figuring this out now. This isn't about pointing fingers; it's about recognising that multi-market research is inherently messy, and sometimes the most valuable skill is knowing how to avoid all the pitfalls.

Ramona Daniel is a cultural insights and research strategy consultant with 25+ years’ experience at leading global agencies including Ipsos, Kantar, and across the WPP network. She now works independently, helping organisations tackle complex multi-market research, decode cultural shifts through both quantitative methods and semiotics, and make sense of messy, cross-border data.

Her work bridges strategic thinking with hands-on delivery: from designing robust research programmes to turning data into compelling cultural narratives. She also equips teams to sharpen their skills in survey design, data analysis, storytelling, and the effective use of AI-driven tools.

She is available for freelance projects, advisory roles, in-company training, and interim insight leadership.

Website | Linkedin