My research examines how social experiences like aging, poverty, and religion, and marketplace structures and processes impact consumption and well-being. As a consumer researcher, I consider myself as belonging to the Transformative Consumer Research (TCR) community, which self-defines as “an academic movement that seeks to do rigorous scholarly research that has a real social impact”. My methodological affiliation is mostly in the consumer culture theory (CCT) tradition. But I am also agile, crossing paradigms (quantitative modeling and experimental studies) and fields (economics and sociological studies) to use my research to understand how to improve people’s lives.
Prior to joining academia, I worked in market research and brand consulting for Millward Brown in West Africa, advising clients such as Coca-Cola, Nestlé, Unilever, and Etisalat.