Møt ekspertene: Anastasiia Chernykh

Anastasiia Chernykh | Direktør merkevare og kommunikasjon

Hva er ditt ansvarsområde i Ipsos?

I lead one of Norway's most international teams of brand research specialists, helping clients understand, build, and grow stronger brands. I work closely with organizations across a wide range of industries, advising on brand health tracking, communication pre-testing, and campaign effectiveness measurement.

My role is all about building strong client relationships, delivering high-quality consultancy, and turning data into actionable insights that drive better business decisions. I also ensure that our clients have access to Ipsos' best-in-class research solutions, global expertise, and innovative methodologies.

Whether you're looking to strengthen your brand, measure its performance, or evaluate the impact of your communications, I'd be happy to help.

Fortell litt om hva du har gjort før du begynte i Ipsos?

I have over 10 years of experience in market research, specializing in brand development. Originally from Kyiv, Ukraine, I started my career at Millward Brown (now part of Kantar), where I joined as a Research Assistant while pursuing a Master's degree in Sociology.

My career progressed quickly, and within five years I was leading a team specializing in brand health tracking and communication research. During that time, I worked with a mix of leading local and global brands, including PepsiCo, Nestlé, Heineken, L'Oréal, and many others. Supporting these clients gave me extensive experience in helping brands understand consumer behavior, strengthen their market position, and evaluate the effectiveness of their marketing investments.

During the summer of 2020, I relocated to Norway for personal reasons and joined Ipsos shortly after. 

Hvilke fagområder eller temaer har du jobbet mest med?

I’ve always loved brands and find the concept of branding fascinating - how diverse they are, how creative they can be, and the emotions and associations they evoke.

I’m one of those rare people who enjoys exploring new products in a store, or who sees a local supermarket abroad almost like an amusement park.

Looking back, it probably explains why I (subconsciously) chose brand development within market research. Over the years, I’ve been fortunate to work with many great brands and to help connect consumer voices with the people shaping business decisions.

Hva er det mest spennende med Ipsos som selskap?

I like many things about Ipsos, but what stands out most to me is the people. I feel very fortunate to work with such a passionate team in Norway - colleagues who genuinely care about what they do, who are eager to keep developing their skills, and who share a strong commitment to delivering high-quality insights that make a difference for our clients.

Over the years, I’ve also had the privilege of meeting so many knowledgeable colleagues across the world. People who are always willing to share their experience, support one another, and help you grow along the way. That sense of openness and collaboration is something I truly value.

I also really appreciate how we work at Ipsos. Platforms like Ipsos Digital have transformed the way we execute research - making processes smoother, more efficient, and much more client-friendly. And it’s exciting to see how our growing AI capabilities are already changing the way we work, turning tasks that once required significant effort into something far more seamless and accessible.

Hvordan tror du ditt fagfelt vil se ut om 10 år?

I believe we are currently in one of the biggest transformation periods our industry has ever seen - arguably since the shift from pen-and-paper research to digital panels and online data collection, now accelerated by AI.

It is already clear that the future of market research will be closely linked to AI. At Ipsos, we are already using AI-driven solutions that can, for example, assess ad effectiveness in minutes - without a single respondent.

But this shift is not only about new tools. It’s about a new way of thinking. As an industry, we need to rethink how we apply expertise, how we integrate AI and synthetic data, and how we evolve our ways of working.

Looking ahead, research will become faster, more scalable, and more accessible. AI will not replace insight - it will expand it, allowing us to test more ideas, more often, and with fewer constraints.

Hva gjør du utenom jobb?

I’ve always recharged best through travel. There’s something about changing surroundings, stepping into new places, and seeing the world differently that gives me  energy and inspiration. Living in Oslo, I also feel lucky to have nature so close - it’s where I go to reset when I’m not traveling.

People often perceive me as very extroverted, and I do enjoy meeting new people and being active in my work. But over time I’ve realized I’m actually a 'learned extrovert' -  give a lot of energy in social settings, but I recharge in solitude. That balance has shaped how I live outside of work, where I naturally gravitate toward quieter, offline experiences.