Georgi Mandichev

Georgi Mandichev is a consumer insights and market research professional with more than 12 years of experience helping organizations understand customers, consumers, markets, and behaviors. His career has included work on both the agency and client sides of research, giving him experience approaching business questions from different perspectives and translating research findings into insights that can support strategic decisions.Georgi currently works in the global insights field at Cargill, where his work focuses on customer and consumer insights. Before moving to the client side, he developed his research expertise through roles with market research agencies and consulting organizations. His experience encompasses both qualitative and quantitative methodologies and includes research across multiple industries and international markets. A key area of Georgi’s expertise is understanding customer and consumer behavior. He has worked on large multinational research projects and has a particular interest in B2B segmentation, customer insights, and UX studies. His experience allows him to connect broader market and consumer research with the more focused questions involved in understanding how people interact with products and experiences. Georgi’s background also includes significant experience in both qualitative and quantitative market research. Earlier in his career, he worked as a researcher at GfK Bulgaria, where his projects covered areas including FMCG, telecommunications, banking, and social research. His work increasingly incorporated modern digital research methods and approaches to understanding consumer behavior. His academic background is closely connected to social research. Georgi holds a Bachelor’s degree in Sociology from Sofia University and an M.A. in Sociology and Social Anthropology from Central European University in Budapest. His master’s thesis examined political communication in Bulgarian tabloid media using critical discourse analysis, semi-structured expert interviews, and focus groups, reflecting his broader interest in how people, culture, communication, and society interact. Georgi also brings an international and multilingual perspective to his work. His LinkedIn profile lists Bulgarian and English at native or bilingual proficiency, French at full professional proficiency, Spanish at limited working proficiency, and Italian at elementary proficiency. His international research background supports his work with multinational teams, markets, and audiences. As a special guest contributor to Userlytics resources, Georgi has shared his perspective on the intersection between market research and UX research. In Userlytics’ webinar on leveraging market research insights in UX research, he discussed the convergence of the two disciplines and shared examples from his experience working on the client side of research.