Dr Sally Faedda
Head of Advanced Analytics & Business Solutions

Sally is a director and co-owner of instinct and reason and heads up the Advanced Analytics & Business Solutions division.  

Sally has ten years experience in social and marketing research roles, and started her research career 14 years ago in academia where she taught psychology and research methods at an Australian university.  Sally’s Phd involved the first-time known application of Choice Modeling to test evolutionary cooperation theories which was commended for cross-disciplinary innovation.   

Sally has extensive commercial experience in applying advanced analytical approaches to solve business issues. She runs multi-country research projects around the world, for many business sectors.  Some of her experience includes research to optimise a mobile phone offer for the consumer and business mobile phone markets; the launch of an entire new brand of fuel in the Australian fuel market; optimising the home loan product for different segments for a financial institution; and optimising the product and service offering of the largest insurance provider in Australia, to name but a few. Her specialties include predictive choice modeling, of which she has over 70 projects behind her, and demand forecasting.