Hello, I’m Ramona Daniel

I’m the founder of TWENTY3. I bring systems thinking to cultural strategy and cultural intelligence to quantitative research.

For more than two decades, I worked across 79 countries and various subcultures, from status-conscious luxury consumers to code-switching teenagers.

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What I Offer

  • Senior expertise, modular delivery. Not every project needs a full team, but every project deserves proper execution. I collaborate with your existing teams and stakeholders: questionnaire design, data analysis, data visualisation, storytelling, and report writing. It’s all the essentials of quantitative research without the agency overhead.

  • Quantitative research with cultural intelligence. Standard quant tells you what people do - I add the cultural layer that explains why. Drawing on years of multi-market research, I combine quantitative methodology with cultural fluency to design studies that capture not just behaviour, but the meaning systems, tensions, and identity work driving it. Asking the right questions requires cultural literacy: understanding how contexts shift across markets and subcultures.

  • From cultural insight to strategic positioning. I help brands develop strategy from cultural intelligence.. This includes identifying emerging cultural territories your brand could own, mapping cultural tensions that create positioning opportunities, analysing how culture shapes your category's rules, and positioning your brand within cultural movements.

  • Building capability that lasts. Most research training focuses on tools rather than thinking. My workshops develop the underlying skills that make researchers effective across three core areas: Questionnaire Design, Data Analysis & Visualisations, and Critical & Strategic Thinking for Researchers. I integrate AI as a practical tool throughout - not as a replacement for research skills, but as an enhancement that requires solid foundations to use effectively. This means knowing when AI helps, when it doesn't, and how to recognise when it's leading you astray.

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Podcasts

I regularly join podcasts to explore how culture, research and AI intersect; and I’d love to be part of your next episode.

Here is a taste of what I talk about, and how you can book me as a guest.

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Book Me as a Speaker

Whether at conferences, webinars or in-company sessions, I create thought-provoking talks that spark discussion and inspire action.

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