Hina Hussain

Hina Hussain

Head Of Agency (New York)

Hina’s journey to research began during a whirlwind trip to Singapore over 10 years ago. Having dabbled in non-profit and media in her native London, her appetite for adventure compelled her to stay in South East Asia for the next five years, where she dove into the insights world and led production and project management at a leading boutique insights agency called Flamingo. A temporary secondment in New York turned into a permanent opportunity, where her cultural expertise and diverse category experience (spanning new market deep dives from Kenya to Cambodia, to exploring Muslim identity globally) led to a pivot to moderation and strategy. Fast forward another five years and after stints in the healthcare space and pandemic hiatus in Hawaii, Hina’s back in NYC and back to her passion for culture, brands and people.

  • Narrated Galleries

    We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words

  • Crowd Communities

    We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform

  • Pinterest

    We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.

  • Citizen Journalism

    Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.

  • Network Audits

    If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.