Hi, I'm Aïcha.

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Bio

Beyond the research itself, a significant part of my work has always been about alignment. I work closely with product managers, engineers, legal, and other cross-functional partners, translating user insights into a shared language that drives decisions from roadmap definition through to execution and post-release evaluation. My work regularly reaches senior leadership and informs strategic decisions at that level. I find the work most satisfying when research is not just informing strategy but actively shaping it.

I am also deeply invested in how AI tools can strengthen and accelerate research without compromising rigour and methodological integrity, finding ways to move faster and surface insights more efficiently, while keeping the human judgement that complex, high-stakes research demands.

Before Meta, I worked across energy, banking, and tech, leading projects that ranged from redesigning how a national electricity provider communicates with millions of customers during outages, to understanding how panel builders in Bulgaria, Lebanon, and the UK experience a multinational supplier's service. What connects that work is a consistent interest in research that operates in complex, multi-stakeholder environments and translates into decisions that actually change things.

A lot of my work has been cross-cultural. I grew up between France and the United States, with parents from Mali, studied Psychology and East Asian Languages at Columbia, then moved to Helsinki for an MA in Collaborative and Industrial Design at Aalto University. Living and working across cultures has shaped how I approach research. I am drawn to the differences in how people in different markets think, make decisions, and relate to the organisations around them.

These days I am looking for environments where research sits close to strategy, and where the questions being asked actually matter.

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Skills & Expertise

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How I Work

I tend to work best at the intersection of ambiguity and consequence, where the questions are genuinely hard, the stakeholders have competing priorities, and the research has to do real work to move things forward.

In practice that means working closely with product, engineering, legal, and design from the start rather than handing over findings at the end. I plan research as a workstream, not a series of one-off studies, sequencing methods deliberately, building on what each round reveals, and making sure insights accumulate into something the organisation can actually use over time.

I care about rigour, but I care equally about relevance. Research that sits in a deck and goes nowhere is a failure regardless of how well it was conducted. I invest as much in how findings are communicated and activated as in how they are gathered.

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Research Philosophy

I believe the most valuable research asks questions that the business does not yet know it needs answered. That means staying close enough to strategy to spot the gaps, and having the confidence to reframe a brief when the real question is different from the stated one.

I also believe that good research respects the people it involves. Whether I am speaking with a panel builder in Bulgaria, a banking customer in Paris, or a Meta user navigating a consent screen, the rigour I bring to understanding their experience is the same, and so is the responsibility to represent it accurately to the people making decisions.