Our Team of Enablers

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At GBS, we are first and foremost a team of passionate and experienced consumer insight specialists. Our commitment to leveraging consumer intelligence into brand building, and our deep understanding for how successful projects are executed,fuels the intensity of our work and our drive to deliver for our clients.

Focused on the FMCG, retail and hospitality sectors, all of our insight gurus have a minimum of 10 years of consumer research experience, have worked in global settings, and are specialized in quantitative and/or qualitative methodologies. The services and support offered by the GBS team goes well beyond that of typical consultants. That’s why we prefer to think of ourselves as Enablers – a trusted partner who makes it possible for you to get back to focusing on strategic priorities, instead of the daily ‘to do’ list.

Samuelle Beauregard
Managing Director

Samuelle is a dynamic consumer insights specialist with a proven record of converting consumer learning into meaningful and actionable strategies. Her 13 years in the industry has included working with retail planning and insights teams on global projects, where she developed a passion for driving brand growth in FMCG segments.

The founder and Managing Director of GBS, Samuelle now leads a team of talented and experienced insight specialists focused on providing agile, responsive and professional support to insights teams.

Samuelle’s Areas of Expertise:

• Managing all types of quantitative and qualitative studies including associated research budgets
• Uncovering gaps that lead to successful product/portfolio innovations
• Leading ads and claims testing
• Leveraging continuous data analysis (EPOS, Kantar, customer satisfaction, brand tracker)
• Engaging stakeholders across the business with consumer opportunities
• Fluent in French and English

Education and associations:

M.Sc. Marketing
Member of AMA (since 2003) and MRS (since 2010)

Diana Squires
Senior Insight Consultant

Whoever said “A picture is worth a thousand words” must have been thinking of Diana. Diana is GBS’s queen of finding stories in data and visually conveying them in a concise and engaging manner. She has spent much of her 15 years in the industry on the agency side, working across the FMCG, financial services, fashion and tech/telecom sectors.

Diana has extensive experience working on quantitative projects for retailers at an international level, and consistently delivers on her objectives thanks to her exceptional organisational and project management skills

Diana’s Areas of Expertise:

• Understanding and improving customer experience throughout brand touchpoints and communications
• Developing story-led reports and creating engaging client-ready outputs, including segmentation profiles
• Leading and overseeing quantitative and qualitative analysis, including advanced use of SPSS and Q research software
• Using strong project management skills to ensure results are delivered on time and on budget
• Fluent in English and Portuguese. Conversational French


MA European Business

Melanie Appleby
Senior Insight Consultant

Melanie is a strategic and driven insights professional with over 15 years of brand research experience with leading agencies and brands in the UK and North America. Melanie’s specialty is in quantitative work, but she is also experienced with broader programmes of research, bringing together multiple data sources, qualitative insight and stakeholder input to deliver comprehensive findings that highlight strategic implications.

Melanie is a strong communicator and prides herself on forging positive and effective relationships with her clients. She is familiar with identifying and navigating pain points during programme design, and uses her unique combination of analytical skills, strategic thinking and passion for brands to ensure the most robust outcomes.

Melanie’s Areas of Expertise:

• Brand and community research – from ideation to in-market testing and tracking
• Managing multi-country research studies including APAC, North America, Europe and the Middle East
• Elevating insight from qualitative and quantitative studies
• Challenging client and agency assumptions and hypotheses in a positive, forward-thinking way
• Engaging client stakeholders in the research process and strategic recommendations

Education and associations:

Melanie has presented alongside clients at ESOMAR, MRA and MRS Conferences

Tom Sclanders
Senior Insight Consultant

Tom has spent 12 years working in client-side insight teams across FMCG, media and retail. Tom is analytically and commercially minded with a passion for identifying and understanding intrinsic customer needs and bringing them to life for stakeholders across the organization.

Tom has a track record of influencing strategic business decisions by developing strong relationships and engaging stakeholders with action-orientated, commercially-viable recommendations based on customer insight.

Tom’s Areas of Expertise:

• Qualitative and quantitative insight disciplines including brand/advertising, proposition development, segmentation, customer experience and communities
• Digital research with a focus on improving the online shopping experience
• Ability to quickly understand the broader business context and implications for research and recommendations
• Clear, simple, honest and pragmatic communication style leading to effective client and agency relationships


BSc in Management Sciences

Melanie Forrester
Senior Brand Insight Consultant

Melanie is GBS’s brand expert. During her 15 year career she has held senior roles leading both marketing and insights teams for multinational FMCG and retail organizations. This unique combination of high-level experience drives her passion for putting consumer understanding at the heart of brand decision making.

An extremely strategic thinker with a wealth of client-side experience, Melanie has an innate understanding of stakeholder objectives that allows her to expertly translate insights into engaging and actionable strategies that lead to profitable brand growth.

Melanie’s Areas of Expertise:

• Brand research including proposition development, communication, packaging, concept development and testing, and consumer product testing
• Integrating continuous and ad hoc sources to provide a 360◦ understanding of consumers
• Uncovering fresh insights from existing research and business data to stimulate new strategic thinking
• Developing strategic partnerships with marketing teams to build learning plan, develop opportunity platforms and strategies for brand growth

Vassili Dagiakidis
Insight Consultant/Project Lead

Vassili is an insight specialist whose focus on project management, quantitative analysis, insights and reporting is underpinned by over 10 years of experience in market research. He is a certified PRINCE2 Practitioner and has managed global projects across FMCG and financial sectors.

Vassili’s keen eye for detail and robust project management skills have allowed him to successfully lead transition programs, and his skills are rounded out by his strength in analytical work and experience with SPSS software.

Vassili’s Areas of Expertise:

• Project management of quantitative studies
• Transitioning critical CX programs between two suppliers
• Insights and reporting
• Data management and analysis, including VBA and dashboard creation
• Fluent in Greek and English, as well as the occasional phrase of Swahili he picked up whilst volunteering in Tanzania.


Bachelor of Commerce (with Honours).

Jeff Valentine
Senior Insight and Statistics consultant

Jeff is GBS’s statistics wizard and our go-to resource for any statistical questions or consulting that is required for GBS projects. Backed by over 30 years as a market research professional, Jeff uses innovative but robust approaches to produce actionable recommendations. He consistently delivers intuitive and compelling consumer insights across a variety of industries including food and drink, TV channels, retail, healthcare, gaming, blue chip manufacturing, and the public sector.

In addition to the project design, project management, fieldwork, data analysis and results debriefing that Jeff provides for his clients, he is also our go-to resource for any statistical questions or consulting that is required for GBS projects.

Jeff’s Areas of Expertise:

• Concept screening and overall NPD testing including test market
• Product testing (blind and branded)
• Using multivariate statistical techniques to enhance analysis of market research data
• Child and teen research
• Price sensitivity evaluation

Yimen Lee
Senior Brand and Insight Consultant

Yimen has over 12 years of research experience, working for a number of respected brand and comms agencies. In that time she has built vast experience across the brand lifecycle, including exploratory insight, need state identification, market understanding, customer journey, positioning and communications testing.

As an AQR and MRS trained moderator Yimen loves getting deep into the findings, unpicking complex issues to get to the heart of the problem. This is then turned into clear and impactful stories to allow for confident decision making.

Yimen’s Areas of Expertise:

• Skilled across the entire insight process, from developing brief, proposal, moderating to reporting and presenting
• Experienced working across cultures and countries
• Accomplished in using latest technological innovations to get deeper insights
• Passionate and energetic creative workshop facilitator

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