Hi, I’m Nika.

My expertise suits your needs.

I’m Nika Kabiri, Founder of Kabiri Consulting. And I’m all about your success.

I’ve helped marketers build and rebuild brands, identify target consumers, design positioning and personas, craft the perfect messaging, and strategize for the future. I know the challenges marketers face, in their roles and as humans. Consider me your right-hand person.

I’ve 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. My 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. My data-driven consulting support has leveled-up decision-making around marketing messaging, ad creative, brand positioning, packaging, site design, customer loyalty, and sales enablement.

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

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

OK… I’m done talking about me. Let’s talk about you now.

The Team

  • Adam Cohen, Head of Quant Research

    With over 25 years of market and survey research experience, both agency and client-side, Adam uniquely understands the ingredients required to produce meaningful insights that drive powerful business decisions. He has served as Vice President at Ipsos and worked with tech giants including Microsoft, LinkedIn, and HP. He has also worked with many small and early stage companies, providing critical consumer insights and building research functions from the ground up.

    Beyond tech, Adam's experience includes beauty and healthcare, finance, and CPG. He believes that for most research needs, less is more. He has seen what happens when companies spend tens or even hundreds of thousands of dollars on poorly designed and executed research or are sold unnecessary advanced analysis packages that provide terrible ROI. He is determined to shake things up. 

    Adam has a Master of Science in Research Methodology from the UK Open University, and has guest lectured at the University of Washington, teaching undergraduates the basics and best practices of survey research. 

  • Susie Peters, Head of Marketing Consulting

    With over 20 years of marketing experience across startups, agencies, and major brands, Susie brings a practitioner's lens to Kabiri Consulting, ensuring that client strategies are aligned with their marketing objectives. Her leadership roles at companies like Expedia, Leafly, and Avvo, along with her work directing performance marketing for emerging consumer brands such as SKIMS, Good American, Native Shoes, and Biossance, give her a firsthand understanding of the real-world challenges marketers face.

    Drawing on her deep experience in marketing strategy, brand development, and performance marketing, Susie helps bridge the gap between consumer insights and real-world marketing application. She also trains other marketers in the 3C Decisioning Framework, a structured approach for choosing the best strategic options given your goals and circumstances.

    Susie holds an MBA from the University of Chicago Booth School of Business and a BA from the University of Pennsylvania. When she's not nerding out on marketing, she's likely spending time with her rescue pets, cooking for her friends, or exploring the beautiful Pacific Northwest.