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Sophie Henson is an experienced qualitative researcher and strategist with a robust background in psychology and cultural analysis. Currently serving as an Associate Director at Discover.ai since March 2019, Sophie has previously held positions such as Freelance Research Analyst at Superneighbourhood and Associate Director at JourneyHQ and EthOS Labs. With expertise in online ethnography and semiotic analysis, Sophie has contributed significantly to various innovative research methodologies while collaborating with prominent figures in the industry. Holding a Master's degree in Psychology from Nottingham Trent University, Sophie has also managed projects in the creative sector, showcasing a diverse skill set that combines insights from both design and research disciplines.