Shelly Singh

VP, Strategic Insights

SOUP INSIGHTS

From an early age, Shelly was fascinated by people. She observed shifts in communication when people spoke to friends versus teachers, and later she noticed behavioural differences from one community versus another. Inspired by the importance of cultural context, she delved into the world of human understanding and insights. Today, Shelly is the head of research and strategy at SOUP INSIGHTS, a boutique research consultancy based in Canada. Her team leverages quantitative and qualitative methods to dive deep into the customer experience. They work globally and across categories translating data into compelling, actionable stories that drive stakeholder decisions. Shelly graduated from the University of British Columbia where she studied anthropogeography, or the relationship between humans, communities, culture, environment, and economics. She is a RIVA-trained moderator, winner of the Lloyd J. Harris Memorial Scholarship, 2023 Qually Award finalist and an active member of the QRCA.