The Scout, Mindshare Asia Pacific

Achara Masoodi, or "Ju", is The Scout for Mindshare Asia-Pacific. She forages for interesting updates on youth lifestyle and trends, mainly relying on a team of forward-thinking young individuals in key cities to give authentic, local observations from the 'streets', which can be found at the site www.asiascoutnetwork.com (more on the Asia Scout Network at this post)

She launched her career in qualitative consumer research at Millward-Brown Firefly, picking up the crucial fundamentals in conducting ethnography sessions and focus groups. She then joined The Filter Group (later acquired by Synovate) to focus her skills in the area of urban lifestyle and youth trends. It was there that she was involved in a project called "Tribal Times" which has since evolved into the 12-city pan-regional youth trends monitoring tool that she is leading in Mindshare today.