Arfa wants to understand the world as a brand from a customer’s point of view. She desires to know brands in the way customers know them. She wants to understand the meaning of customers’ experiences, to walk in customers’ shoes, feel things as customers feel them, to explain things as customers explain them.

Her intrinsic ability to indulge in situations and uncover realities and insights is a natural blessing for her as a qualitative researcher. Arfa’s curiosity led her to work as a qualitative and quantitative researcher looking for a deeper understanding of what consumption as a social phenomenon is about. Communication, habits and practices, and customer understanding are her key areas of interest.

Her expertise includes numerous strategic research for FMCG, tobacco, oil, and gas, and pharmaceutical sectors, and she is regionally trained on need scope, she understands the ins and outs of the digital world being certified Squared by Google.

She is also the first Pakistani in 75 years who has been published and presented in the global fusion events twice for research papers in methodological innovation and is selected twice as a global mentor for developing young talent within the Kantar world.