Purvi B Mistry is a brand strategist and consumer insights specialist with over two decades of experience across market research, advertising and strategic consulting.
Her career has moved across both sides of the strategic process: understanding people and markets through research, and translating that understanding into brand and communication strategy.
Having worked with research organisations, advertising agencies and businesses across categories, she brings together perspectives that are often treated separately: consumer behaviour, category and cultural context, brand strategy and communication.
This has shaped a way of working that begins with understanding the problem before looking for the answer. Rather than taking the brief at face value, Purvi looks for the tensions, assumptions and shifts underneath it: what consumers are really responding to, what may be changing in the category, and where the brand has a meaningful opportunity to act.
“I am most interested in the point where something doesn’t quite add up. A contradiction in behaviour, an assumption that no longer holds, or a category convention nobody has questioned. That is often where the more interesting strategic opportunity lies.“
Her work spans brand positioning and repositioning, consumer research and insight, communication strategy, innovation and growth challenges across diverse categories and markets.
Alongside consulting, Purvi is a visiting faculty member, teaching Consumer Behaviour, Market Research and Brand Strategy. Teaching keeps her closely engaged with how behaviour, culture and brands are evolving, while also requiring something she considers fundamental to good strategy: making complex thinking clear and useful.
Today, through The Notebook Consultancy, she works directly with organisations and teams on strategic problems that benefit from an independent perspective, rigorous thinking and a deep understanding of consumers.
The common thread across the work is simple: understand what is really going on, define what matters, and turn it into a direction the business can use.