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Mikayla Samuels

Associate Director

Originally from New Zealand, Mikayla began her career in market research after completing an economics degree but realising that she wanted to focus on understanding consumer behaviour and telling the story behind the data.

Since then she has worked in both Melbourne and London and been fortunate enough to explore many facets of the research world, including client consultancy, leading a 70-market syndicated study and writing global thought leadership. This background gives her a unique ability to draw together multiple data sets and overlay cultural trends to tell a cohesive, big picture story and uncover the real insight.


Mikayla has broad experience, particularly in the professional services, technology and FMCG sectors and in areas including strategic ad-hoc work, brand strategy and customer experience.

  • Mikayla is never happier than when exploring a new place, whether wandering the cobblestone streets of a European city or heading out to regional Victoria to visit somewhere new.
  • She loves going to exhibitions, theatre, concerts, and restaurants - meaning Melbourne is her ideal place to live!
  • Specialty quiz topic: 90's pop music, European capitals (as she's been to most of them!)
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