Katerina Moshandreou

Katerina is a Sociolinguist and Account Director at Focus Bari, with more than 20 years of experience in qualitative and quantitative research, strategic communication and the analysis of social and consumer trends.

She has designed and coordinated complex research projects for major Greek and international organizations, with particular expertise in understanding consumer behaviour, cultural shifts and contemporary social developments.

Presentation Title:
"When Everything Looks the Same, What Wins?"

In a marketplace where choice is abundant and differentiation increasingly difficult, understanding what truly drives consumer decisions is critical. Through case studies drawn from Focus Bari’s recent Trends & Experiences Study 2025–2026 and YouGov Profiles 2026, the presentation reveals the values, motivations and decision shortcuts shaping consumer choice in Greece today.
It then translates these findings into clear commercial direction: how to build more relevant value propositions, sharpen communication and activate the right consumer trigger at each moment of choice.