Shelly Singh

Research consultant

SOUPinsights inc.

Shelly is a research consultant who dives deep into customer experiences to capture insights and create compelling, actionable stories for her clients. Over the past 15 years, she has worked globally across categories, specializing in food and beverage and technology.

Shelly delivers data-driven, customer-centric insights that help clients understand how their customers behave (when nobody is looking). She regularly moderates in-depth interviews and focus groups and is a pioneer in the online community space. Additionally, she conducts ethnography, journey-mapping and persona development.
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 the Qualitative Research Consultants’ Association’s Pacific Northwest Chapter Co-Chair.

When she is not observing customers in their natural habitat, Shelly enjoys eating pizza, hiking and learning all there is to know about dinosaurs with her little boy. She is based in Vancouver, BC Canada.