Elena Gorachinova, Ph.D., is an analyst at Lux Research on the Consumer Insights team. In this role, she provides advisory support to clients on urgent and long-term strategic questions, designs customized research workflows, and trains clients on Lux’s self-serve research tools. In addition to her advisory work, she oversees syndicated and custom research studies that anticipate emerging consumer behaviors across industries including personal care, wellness, consumer electronics, and food and beverage. Before joining Lux, Elena was a postdoctoral research fellow at the Innovation Policy Lab at the University of Toronto’s Munk School of Global Affairs & Public Policy. She earned her Ph.D. in political science from the University of Toronto.