Sam is an 8+ year mixed methods researcher and strategist with expertise in product and design strategy, business model validation, and generative and evaluative research. She has worked across industries like travel, hospitality, health, wellness, and fitness. Sam is dedicated to achieving the highest form of empathy and loves engaging in conversation.
Besides research, she is also a Singer/Songwriter and DJ/Producer under the name Samanta Liza. In 2021, she founded an independent record label, But Did You Dance. Sam speaks English, Swedish, Arabic, and Mandarin, and has lived in several countries, including the US, UK, and China. Fun fact: She was a professional horseback rider and placed 2nd in a Junior Grand Prix division of the Arab League show jumping competition in 2009.