I am a consumer researcher. My research explores the social implications of marketing and the effects this has on sustainability. Many of the questions that intrigue me are sparked by a desire to systematically understand and play a part in improving the society around me. My main areas of interest are: • Role of marketing interventions in improving the health and well-being of consumers • How to reduce discrepancies when we decide for other people • Food consumption Before joining the Ph.D. program at ESSEC Business School, France, I worked in the industry for several years. I hold an MBA from LUMS and a BSc in Mechanical Engineering from UET Lahore.