Haris Lalatsis holds an MBA from the American College of Thessaloniki. Since 2008, he has been working in market research and for the last 3 years, he has served as CEO of ierax analytix, a boutique research agency he founded with offices in Athens and Thessaloniki. Throughout his career, he has cooperated with most of Greece’s major brands in both qualitative and quantitative research projects. His experience is mostly in the food and beverage sector, with product and package testing, focus groups, data analytics and decoding consumers’ decision-making process. He is a TEDx Speaker and the only ICA for Greece working directly with Euromonitor International London. He is also a certified member of ESOMAR, a global professional organization for market, social, and opinion researchers. Haris teaches in the Business programs of Hellenic American University.