Ema Kibirkstis, Ph.D., is a research associate on Lux’s Consumer Insights team, where she contributes to consumer research with a focus on markets in the U.S., U.K., and Canada. In this role, she analyzes the deeper motivations behind cultural trends to assist leading brands with innovation initiatives. She contributes to research on food, popular culture, wellness, and more by utilizing her expertise on ethnographic research and narrative analysis. Ema holds an M.Sc. in social and cultural anthropology from the University of Amsterdam, and a Ph.D. in folklore from Memorial University of Newfoundland.
