Adina Nica is a highly experienced consumer insights and strategy consultant. She is a Partner in Garrison Group, contributing to her expertise in Segmentation and Targeting methodologies to creating cross-country brand positioning strategies. She’s an advocate of human centricity in marketing. Adina Nica has extensive experience, as a researcher in Mercury and Synovate, where she managed over a hundred researchers and more than 400 projects, but also as Research Manager in Raiffeisen Bank and Strategy Consultant in The Network. She founded Open-I Research and also conducted the first neuromarketing studies in Romania using fMRI. Also, she is Professor in IAA School and a jury moderator in the Effie Awards.