Nika Kabiri is a consumer insights professional with a strong background in the social sciences. As VP and Managing Director of Lux Insights, a market research consultancy, Nika helps companies understand how consumers make decisions so that they can build the right product, brand, and marketing strategies. Nika leads primary research projects and also draws on secondary research from the Social Sciences to inform her approach and insights. She’s worked with clients like Microsoft, Amazon, Expedia, Zillow, Seattle Goodwill, and the University of Washington Foster School of Business. Nika has a JD from the University of Texas School of Law and a PhD from the University of Washington Department of Sociology. She has been a contributor to Huffington Post, and is currently a contributor to Seattle Business Magazine. She is also an Advisor to Madrona Venture Labs, helping startups get their footing.