Innovation Specialist Catalyx Hires Five

London-based consumer research platform Catalyx has appointed five new team members - Jovy Lau, Louise Hazell, Tatiana Abdulmanova, Solène Perrin and Ivona Zaharieva - strengthening its skills base across research, strategy and project management.

Catalyx helps consumer goods brands innovate with confidence, using a proprietary framework called the Consumer Activation System. This in turn focuses on what the firm calls its 'Innovation Triple Diamond' - identifying the right opportunities, crafting winning propositions, and 'executing with impact'.

Lau joins as a Research Manager, after more than eighteen months as a consumer analyst and brand tracker at Hall & Partners. Hazell is appointed as Lead Strategist and brings nearly twenty years of experience focused on mixed-method research to uncover consumer attitudes and behaviour. She spent the last three and a half years at Human8, and earlier worked at firms including Kwest, GfK, TNS, Illuminas, BVA BDRC and Motif, as well as client side at Save the Children.

Abdulmanova, who also takes the title of Lead Strategist, brings more than ten years' qual experience, incorporating cultural insights and semiotics to decode consumer behaviour. She began her research career at Enjoy Understanding in Moscow, and for the last four years has worked as an RM and AD at London-based The Planning Shop. Perrin, who joins as a Research Manager, has spent the last four years at MMR, and brings experience in neuroscience, sensory science and market research to help optimise product experience. Zaharieva joins as a Project Manager, with a background in research operations and project management, having worked since 2021 at Bulgarian Online Research, in Sofia.

Andy Cestaro, Head of Client Strategy at Catalyx, says of the new recruits, 'Bringing in such a talented and diverse group of experts strengthens our ability to unlock consumer insights and drive meaningful innovation for our clients. We're excited to see the impact they'll have in shaping the future of innovation at Catalyx'.

The company's home page is at www.thecatalyx.com .