Alexandra Smith

Mintel International

Alexandra cut her teeth into the world of consumer insights as an ‘on-the-street’ trend reporter for Saatchi & Saatchi Sydney in 2003. Her innate curiosity combined with a love for exploring different cultures has taken her around the globe, with pit stops in Istanbul as a project manager for a major non-profit, and Prague as a copywriter for a pharmaceutical company.

Alex has worked in consumer insights for the past five years, including three years as an analyst at Iconoculture. She’s covered everything from the birth of Chat Roulette to the death of bling, do-it-yourself kombucha brewing to student loan debt. Her ability to translate trends into actionable insights has been put to use for companies ranging from HSBC to Victoria’s Secret to Coca-Cola and at conferences including the American Marketing Association, College Consumer Electronics Show and Iconosphere Global Trends Conference.

She joined Mintel in April 2010, taking on the role of managing editor of Inspire.