CYB Voices - Roshni

CYB Voices: Spotlight on Rosh Ghedia, User Researcher

An interview with Rosh Ghedia as part of our new series of conversations putting a spotlight on, and celebrating, different members of our team.
Picture of Roshni Ghedia

Roshni Ghedia

User Researcher

16 Feb 2022

Rosh is part of CYB’s Research Practice and has supported a wide range of organisations throughout her career including Heineken, Tetley, Pizza Hut, Tesco, Microsoft,, Dulux, Sony, Revlon, Perkbox, Talk Talk Broadband, Adobe and the Foreign Commonwealth and Development Office. Having worked in digital social advertising, Rosh career-switched with CYB’s support to become a User Researcher, and draws on this experience to understand what really resonates with people through research, testing and measurement.

How would you like to use your skills to change the world?

“I want to help address societal issues through understanding why and how people think and behave.”

What are some of your career highlights so far?

“At Perkbox I controlled budgets to generate a high return on ad spend, with continuous A/B testing to increase lead volumes across the business. Perkbox became a market leader within just 2 years, largely due to my Facebook strategy where I used an 'experiment, learn and iterate' approach which drove sign-ups at scale using lookalike audiences, creative testing and lead scoring software. My case study was published by Facebook.

“Another career highlight has been my dedication to becoming a User Researcher - a career change during a pandemic!”

What projects have you worked on at CYB and previous organisations you have worked with?

“Prior to being at CYB, building a Facebook Messenger Chatbot at Perkbox, leading users to a more personalised user experience with a stronger inclination to purchase.

“Creating, implementing and optimising digital social campaigns for clients on social channels to drive conversions, engagement and brand awareness.”

How has your previous experience in digital social advertising helped with your current role as a User Researcher at CYB?

“It helps me have the ability to manage projects and stakeholders, really understanding what resonates with users through research, testing and measurement. Communicating results through visual reports and data analytics.”

Why did you join CYB?

“CYB has the most down to earth and lovely people I've met, who truly want to do good. Who care about ethics over money and have a liberal mindset. Also mainly Katie John, Head of User Research - super intelligent, supportive, encouraging, great uplifting positive energy, which aligns to the CYB brand.”

If you’re interested in hearing more about how we combine our design, research and software engineering expertise to use digital as a force for good, please feel free to get in touch. We’re always up for talking to people about making people’s lives better by delivering products and services that work for those who need them.

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