Project Description

Basil Shariff

Director, Client Partners
Alpha

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Staying on Top of Ever-Changing Consumer Expectations

Basil will join Michelle Dornfeld, Head of Business Development of Toggle Insurance (a Farmers Company) to illustrate how companies can achieve success in the digital age and avoid the fate suffered by the likes of Blockbuster and Kodak using an on-demand user insights platform to inform every decision with real world user feedback. They will show how these learnings have been practically applied at Farmers, and how they have reinvented themselves – and changed the game – by fully embracing a culture of consumer-centered design thinking (test, learn, iterate).

About Basil Shariff

Basil Shariff is a fourteen-year veteran of consumer insights, with expertise in human centered research and insight development.  Currently, he is the director of client partnership at Alpha, the on-demand user insights platform, where he helps Alpha clients maximize their use of the platform and introduces ways for market researchers and product managers to work more closely together.

Prior to Alpha, Basil spent 5 years as a senior analyst of consumer insights at Toyota, managing human-centered consumer research studies on advanced technologies, future trends and product strategy.  Before that, he was a senior research manager for Lieberman Research for 8 years, focusing on consumer insight studies like attitude and usage, brand equity and segmentations across a wide variety of industries.

Basil earned his BS in Economics at Pitzer College and his Masters in Marketing Research at the University of Sydney.  When not uncovering consumer insights and helping clients, Basil works on his beach volleyball game and has fun with his two toddlers.

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