Elena Gorachinova, Ph.D., is a senior anthropologist at Lux Research, where she contributes to the Predictive Anthropology team’s analysis of personal care and wellness, consumer electronics, and food and beverage among other areas. In her role, she applies digital ethnography to uncover and predict consumer behaviors and translates these insights into actionable reports that guide industry-leading companies in making informed innovation and marketing decisions. Before joining Lux, Elena was a postdoctoral research fellow at the Innovation Policy Lab at University of Toronto’s Munk School of Global Affairs & Public Policy. She earned her Ph.D. in political science from the University of Toronto.
