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Aysan Fazelian

@aysanfazelian

I turn ethnographic and qualitative research into actionable strategy for products, brands, and public-facing initiatives.

Sweden

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What I'm looking for

I'm looking to lead qualitative and ethnographic research that connects cultural and behavioural insight to practical strategy, product, service, and communication decisions.

I lead end-to-end qualitative research across Nordic and international markets, turning interviews, focus groups, ethnographic fieldwork, and workshops into clear strategic recommendations.

Through Livity and The Mix, I led Swedish research for Google/YouTube’s Future Report and Nike’s Youth & Mental Health Study, exploring youth culture, AI, digital wellbeing, identity, learning, and motivation.

I’ve also helped grow Nordic Viewpoint, informed product decisions at Bokio, and bring anthropology, facilitation, and participatory leadership into research that creates trust and behavioural insight.

Experience

Work history, roles, and key accomplishments

Current

Insight Consultant · Qualitative Researcher · Ethnographer · Moderator

Current

Freelance

Jun 2022 - Present (4 years 3 months)

Lead and deliver qualitative research projects end-to-end across Nordic and international markets, working with agencies and brands. Design and conduct qualitative research, moderate sessions, and translate insights into actionable recommendations.

Qualitative Research Focus Groups In Depth Interviews Moderation Research Design Insight

User Researcher (Contract)

Bokio

Feb 2022 - Jun 2022 (4 months)

Designed and conducted qualitative and mixed-method research including interviews, usability testing, and surveys. Moderated sessions and collaborated with product and design teams to improve user experience.

Qualitative Research Interviewing Usability Testing Survey Moderation Data Analysis Product Collaboration

Senior Qualitative Researcher & Moderator

Nordic Viewpoint

Sep 2016 - Feb 2022 (5 years 5 months)

Early team member contributing to the growth of a qualitative research agency, delivering projects across Nordic and international markets. Led and moderated focus groups and interviews, conducted qualitative analysis, and collaborated with clients to translate insights into actionable recommendations.

Qualitative Research Focus Groups Moderation Brand Strategy Market Strategy

Project Manager · Group Travel & Events (M.I.C.E)

Propel Africa

Jan 2012 - Dec 2015 (3 years 11 months)

Managed end-to-end delivery of international group travel and events. Led planning, logistics, supplier coordination, and on-site execution, acting as key client contact.

Project Management Event Management Logistics Supplier Coordination Client Relations