Irina Dimitriade

Irina Dimitriade

Mustard UK

Biography

Irina’s love for research developed while pursuing an MSc. in Social Sciences at the University of Amsterdam, which she completed with a Cum Laude degree. After working client-side for Trinity College Dublin looking into the needs of international students, Irina moved agency side at Mustard Research and has been successfully delivering authentic insight ever since. A keen storyteller with a passion for behavioural science and psychology, Irina has extensive experience writing the stories of those involved in customer experience studies, branding and stakeholder research, as well as U&A, NPD and innovation research. Irina always enjoys the challenges brought on by large scale, multi-market and mixed-methods international projects, looking at the cultural implications involved in the creation of meaning. Most recent clients Irina has worked for include Viacom, Merlin Entertainment, Gazprom Energy, Kew Gardens, Mod Pizza and Greater Manchester Health and Social Care Partnership.