Our Story
Storytellers Market Research was founded by Batool Ahmed, a clinically trained psychologist whose career has been shaped by a deep curiosity about human behavior and decision-making.
Batool’s journey into research was intentional. Psychology gave her the tools to understand people at an individual level; research gave her the platform to apply that understanding at scale across cultures, categories, and contexts. Over the past two decades, research has become both her profession and her passion.
Trained by some of the world’s leading research organizations and global clients, Batool developed her craft working with international best practices early in her career. She has partnered with global brands, governments, and impact organizations across the US, UK, Middle East, Africa, and South Asia bringing a rare combination of behavioral depth, cultural fluency, and strategic rigor to every engagement.
What has remained constant throughout her work is a fascination with diversity of people, markets, and even brands. To Batool, brands are living systems shaped by human needs, emotions, and environments. Understanding them requires empathy, context, and careful listening.
Storytellers Market Research was built to reflect that philosophy: founder-led, insight-driven, and human-centered. Today, the firm works with organizations that value depth over volume and seek research that goes beyond surface-level findings to reveal what truly drives behavior.
Batool Ahmed
Founder & Lead Research Consultant
Batool Ahmed is a qualitative research leaderspecializing in UX research, human-centered design (HCD), and cross-market consumer insight for global brands, governments, and development institutions across North America, MENA, South Asia, Europe, and Africa.
She has led and moderated complex research engagements for clients including Reckitt, P&G, Unilever, GSMA, the Government of Saudi Arabia, UNODC, Spring Accelerator, and Palladium, working across categories such as CPG, health, hygiene, financial services, mobility, and social impact.
A former Head of Qualitative Research at Ipsos Pakistan, Batool brings deep expertise in UX research methods—including user interviews, personas, customer journeys, usability and concept testing—alongside HCD approaches to translate human behavior into actionable strategy. She has conducted 1,500+ focus groups and 2,500+ in-depth interviews across diverse consumer segments.
Through Storytellers Market Research, Batool partners directly with organizations seeking decision-ready insight to inform product development, service design, and go-to-market strategy across complex markets.
