Karina Karn, MSc, is a Spanish-British brand strategist whose work is driven by a single, powerful question: How are brands chosen? Her search for the answer led her into consumer psychology forming an innovative perspective rooted in behavioural science, going beyond generic marketing agencies. Her work makes the invisible triggers of human decision-making actionable for brands. Her academic foundation, which includes a Master's degree from a leading European university, has been pressure-tested in the world's most demanding environments. She is a sought-after expert for the NewtonX network, trusted by Fortune 500 brands, a regular voice on London's keynote stages, broadcast media and magazine contributor.