Aliaa Fakhreddine

Senior Research Executive, UAE

Aliaa Fakhreddine, Senior Research Executive with Firefly Millward Brown in Dubai, UAE, discovered her keen interest in qualitative research after veering a bit from her early career as a financial analyst. Aliaa holds a Bachelor of Science in Business Administration with a major in accounting and minor in business management from the American University of Sharjah (AUS), and applies her financial acumen to her research to bring clients valuable insight at the intersection of business growth potential and research.

Aliaa’s work across a variety of consumer research projects ranges from usage and attitude studies, new product development, communication evaluation, concept testing, brand equity and consumer immersions. Naturally she gravitates toward banking and financially oriented clients and is experienced in fast moving consumer goods, healthcare and automotive as well. A large part of her projects to-date have been in food and beverage and personal care categories, where she’s building correlations and a core competency.

Her portfolio of work includes career experience at Nielson and touching brands and clients like Nestlé, Johnson & Johnson, PepsiCo, Coca-Cola, GM and Etisalat. At Firefly, she continues to be versatile across categories and when asked about research methodology preferences, she cites usage and attitude studies and moderating ethnographies as her sweet spots.

Quick facts:

  • Outside of work, Aliaa is well known as a Scrabble enthusiast, compulsive reader, classic arts and calligraphy lover, and a coffee connoisseur.
  • Aliaa speaks Arabic and English fluently. And because that wasn’t quite enough for this continuous learner, she’s currently learning French.