Making Sense
"Traditional research can identify trends, but semiotics helps us predict the direction in which trends are headed."
Habiba Allarakia
Habiba Allarakia is founder of N-lighten, a Saudi Arabian market knowledge consultancy. Habiba was the first woman to work at Procter & Gamble Saudi Arabia, where she set up the now flourishing women’s office. Her key areas of expertise are strategy & initiative development, building brands and portfolios, consumer insight and market understanding.
