- Creative concepts workshop
- Consumer insights: interview schedule
- Brand positioning framework
- Define brand core and experiences for Wednesday
- Employer brand slides
PANDORA JEWELLERY
GIVING WOMEN VOICE IN THE BRAND
Context
As Pandora grew into a truly global brand, numbers and dashboards alone weren’t enough. The company needed to understand women not just as consumers, but as people - their cultural worlds, emotional drivers, and the symbolic role jewelry plays in their lives.
My contribution
I led global qualitative research programs across markets, managing agencies and fieldwork while ensuring cultural nuance and sensitivity were at the heart of the work. Alongside traditional research, I delivered trend reports and social listening analyses, weaving these inputs into clear, insight-driven narratives. My role was to translate complex human behavior into stories that senior stakeholders could act on, helping them see beyond demographics to the lived experiences of women worldwide.
Why it mattered
This shift from data-heavy to insight-driven strategy enabled Pandora to connect with audiences in a more human and emotionally resonant way. The work helped global teams align on what truly matters to women - ensuring campaigns, products, and positioning felt relevant, inspiring, and meaningful across diverse cultural contexts.
As Pandora grew into a truly global brand, numbers and dashboards alone weren’t enough. The company needed to understand women not just as consumers, but as people - their cultural worlds, emotional drivers, and the symbolic role jewelry plays in their lives.
My contribution
I led global qualitative research programs across markets, managing agencies and fieldwork while ensuring cultural nuance and sensitivity were at the heart of the work. Alongside traditional research, I delivered trend reports and social listening analyses, weaving these inputs into clear, insight-driven narratives. My role was to translate complex human behavior into stories that senior stakeholders could act on, helping them see beyond demographics to the lived experiences of women worldwide.
Why it mattered
This shift from data-heavy to insight-driven strategy enabled Pandora to connect with audiences in a more human and emotionally resonant way. The work helped global teams align on what truly matters to women - ensuring campaigns, products, and positioning felt relevant, inspiring, and meaningful across diverse cultural contexts.