Nika has spent 25+ years studying decision-making, with 15+ of those years in consumer insights. I’ve studied consumer behavior for Amazon, Google, Microsoft, Salesforce, PepsiCo, Anheuser-Busch, Oakley, Tillamook, General Mills, Expedia, Zillow, and many more - including startups that have barely been launched. Her qualitative and quantitative research work has informed marketing decisions for technology devices (including AI-powered devices), consumer packaged goods, fashion and athletic accessories, transportation and travel services, SaaS offerings, and much more. Her data-driven consulting support has leveled-up decision-making around marketing messaging, ad creative, brand positioning, packaging, site design, customer loyalty, and sales enablement.

Nika’s expertise in decision-making also led her to a faculty position at the University of Washington, where she taught Decision Science. She has been featured in the Wall Street Journal, the Washington Post, Time, Forbes, Inc., Fast Company, MarketQuest, Gizmodo, and more. She’s also contributed to the Huffington Post and The Hill (among others), and is a reviewer for the Behavioral Economics Guide.

Nika earned her PhD in Sociology at the University of Washington, where her studies focused on choice theory and institutional analysis. She earned her JD at the University of Texas.

With over 25 years of market and survey research experience across both agency and client-side roles, Adam brings a deeply practical understanding of how to produce quality insights that truly drive business decisions. His career has spanned leadership roles at major firms like Ipsos, where he served as Vice President, and work with global tech giants including Microsoft, LinkedIn, and HP. He has also partnered with smaller and early-stage companies to build research functions from the ground up—developing high-impact insight programs with limited resources.

Adam’s industry expertise spans technology, CPG, beauty and healthcare, and financial services. He is a firm believer in the “less is more” approach to research—having seen firsthand how bloated, over-engineered studies can waste hundreds of thousands of dollars without delivering meaningful value. His mission is to simplify research design, challenge conventional assumptions, and refocus insights on what truly matters for strategic action.

Adam holds a Master of Science in Research Methodology from the UK Open University and has shared his expertise as a guest lecturer at the University of Washington, where he taught the fundamentals and best practices of survey design and analysis. His technical expertise is matched by a sharp eye for quality: Adam is a recognized expert in panel sampling, with a deep understanding of how to source real, attentive respondents—and how to avoid bots, professional survey takers, or disengaged participants that can skew results. He designs surveys that yield valid, reliable, and actionable data without adding unnecessary complexity, ensuring that every question serves a purpose.

As Head of Survey Research at Kabiri Consulting, Adam leads the charge in rethinking how survey research is done—prioritizing methodological rigor, data integrity, and operational efficiency.