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Sofia Despotidou is an experienced professional in customer experience and market research, currently serving as VP of Customer Experience - Insights at Barclays since March 2012. In this role, Sofia focuses on executing the Voice of the Customer program and enhancing customer-led product strategies within the payments business. Previous positions at Barclays include Head of Insights for both Private Bank and Cards & Payments, where Sofia contributed significantly to understanding client needs and optimizing product offerings. Prior experience includes a Sr Manager role at Trend Micro, enhancing strategic decision-making through market intelligence, and a Market Intelligence Analyst position at Cisco Systems. Sofia's earlier career at Gartner involved managing B2B and consumer ICT research projects, demonstrating expertise in research methodologies and data analysis. Sofia holds a BSc in Statistics from the University of Hull, an MSc in Social Research Methods from City, University of London, and has completed a course on Innovation Through Design at The University of Sydney Business School.