Mr. Azaz is a consumer expert with more than ten years of experience in marketing and qualitative research. Mr. Azaz has extensive experience in deriving insights from people’s behavior and attitudes towards the brand, culture, and values. As a Qualitative Researcher, Mr. Ahmed has an extensive understanding of consumer insights of healthy food products, Munchies (chips and chanachur), sweet confectionaries (biscuit, candy, chewing gum, and chocolate), spices, and seasonings.

Mr. Azaz previously worked as a Consultant for the “Assessing the Drivers and Barriers of Supply and Demand for Biofortified Rice in Selected Districts of Bangladesh” project under Euromonitor International Ltd. Euromonitor International is conducting this research study on behalf of the Global Alliance for Improved Nutrition (GAIN) and HarvestPlus.

As the Manager of Quantum Consumer Solutions, Sayed Azaz Ahmed supervised more than 100 qualitative research projects with more than 4000 fieldwork units (focus group, face-to-face interview, observations, consumer workshop, play lab for children). He has prepared research reports on category understanding, evaluation of brand mix, analyzing consumer profile and psyche segments, testing product and communication ideas (route, positioning, storyboards, finished communication, and advertisement), product ideation, and testing the final product (what’s good).