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Jamie Waskey
Research Director
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Jamie has been working in the field of qualitative research for 17 years, 16 of which have been in the MENA region. Jamie enjoys helping her clients make decisions, develop strategies and innovate through empathizing with and understanding people better. Prior to forming Wellspring, Jamie led YouGov’s qualitative team in the Middle East. She is an expert in motivational research and has worked across a variety of sectors including FMCG, leisure, travel and tourism, fashion apparel, luxury, automotive, financial services and media amongst others. Jamie holds an undergraduate degree from Georgia Institute of Technology and a Master’s in International Business from Georgia State University in the USA.
Milos Bugarcic
Research Director
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I started my market research career 18 years ago driven by curiosity and the feeling that I was in the ‘center of happening’ working for the brands I appreciated and, in some cases, actually loved (Heineken, Nestle – you know I’m talking about you!). Now with a few years under my belt, I am excited about connecting the dots and uncovering truth – the real consumer perspective and what it means for brands. This still gives me goosebumps. When we formed Wellspring we decided that we will always look for the truth and never make compromises – through design thinking philosophy and contextual research. I hold a degree in Psychology and have always been passionate about social psychology and psychology of consumers. In my free time I play with my kids and with a guitar when they allow me.
Silviu Matei, PhD.
Data Analytics Director
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Silviu brings in 20+ years of expertise in analytics and quantitative research. He wears more than one hat, combining university teaching and analytics in the corporate world. Silviu has worked for NYUAD, YouGov and Kantar TNS in Europe and the MENA region. Silviu has a PhD in Political Science from Sciences Po, France. He is a real number cruncher and is passionate about using data and statistics to extract knowledge about consumers and forecast the market dynamics. To date, Silviu has conducted/ supervised more than 3,000 research studies - strategic and tactical - using online and offline methodologies.
Research Manager
Shruti Sardesai
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Shruti enjoys telling a good story and sees research as a dynamic narrative tool. This led her to the field of market research, where she aspires to connect with clients whilst telling their respective stories. ​Shruti previously worked with non-profit organizations in the Gulf region, where she managed regionally-oriented programs involving research and analysis, report writing, stakeholder/funder management, communications management, and event development. Shruti has also authored Gulf-focused publications on corporate governance and women in business leadership, and published articles in the social interest and lifestyle categories on international digital platforms. ​ Shruti holds a BA International Studies from the American University of Sharjah, and a Master of Global Affairs degree from the University of Toronto.
Salma ElGenidy
Research Executive
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Salma is a dedicated Research Executive with a unique cultural background, having grown up in the MENA region (Egypt, Oman, and UAE). She holds a degree in Psychology from York University in Toronto, Canada. In market research, Salma leverages her psychology background to gain insights into consumer behavior and preferences. Her strengths include being detail-oriented and striving for excellence in every project she undertakes. Salma has experience in various sectors, including food and beverage, banking, home care, retail, and consumer lifestyle. Passionate about understanding why people think and behave the way they do, Salma finds market research exciting and intriguing. She is enthusiastic about the opportunities to apply her knowledge and skills in this dynamic field.
Dusan Bugarcic
Research Executive
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Dusan is a highly motivated professional dedicated to enhancing his diverse skill set throughout his career. Dusan holds a degree in Economics and Statistics. He began his career at Generali Insurance, where he gained valuable experience over a period of three years. Subsequently, he transitioned to the supply chain department of STADA AG, a multinational pharmaceutical company, where he spent over 11 years improving his expertise. In his role as Team Leader of Supply Network Planners, he demonstrated exceptional organizational and strategic skills. Market research is a new chapter in Dusan's career, and he finds it both challenging and interesting. There are many things to explore ahead of him.