Uncover hidden reasons behind consumer choices with Behavioral Economics and Nudge Theory to influence behavior for marketing success.
Mbiye Kasonga unearths actionable insights from quantitative and qualitative research to guide clients through their marketing and strategy efforts. She has a particular interest in consumer-centered research and is adept at keeping the mindset and concerns of the consumer at the forefront of research initiatives. She also leverages her knowledge of Behavioral Economics to inform research methodology and insights. Mbiye is a skilled moderator, using her innate curiosity to derive deep insights from individual interviews and focus groups.
Prior to HawkPartners, Mbiye worked at Morning Consult. She used a wide array of quantitative methodologies to empower clients across industries, including Financial Services, Consumer Packaged Goods, Publishing, Live Event Ticketing, and Healthcare, to make data-informed decisions. Her work there included ad and message testing studies, brand tracking, and customer segmentations.
Mbiye received a BBA in Marketing with a concentration in Innovation and Design Thinking and a BA in New Media Studies from The College of William and Mary.
Perspectives by Mbiye Kasonga