Misha Gorsia

Associate Director

Misha is an experienced mixed-method researcher with expertise in managing projects with complex quantitative and qualitative methodologies across a range of sectors, including membership, public bodies, schools and higher education. Misha harnesses a range of quantitative skills, including innovative and engaging survey guide development, as well as advanced quantitative techniques, such as segmentation analysis and persona development, brand perceptions mapping, key drivers analysis and developing tracking metrics. She is also highly proficient in a range of qualitative methods, particularly in running projects involving high-level and innovative depth interviewing, while being well-equipped to use methods such as mobile ethnography, observations and focus groups.

Misha has plenty of experience in setting up and running international projects, across markets all over the world, running bespoke, organised and considered projects. With an eye for detail and design and a strong understanding of the way our clients’ strategic aims impact the work they do, Misha enjoys developing highly engaging, impactful, visual representations of data, to ensure we are not only creating attractive and well-evidenced reports, but generating actionable recommendations that directly relate to the client’s strategic aims.

Misha also plays a leading role in upskilling our researchers through the management of our comprehensive training and researcher development programme, as well as instilling best practice in our project management and quantitative methods. Through her comprehensive skills set and ability to develop collaborative relationships, she has managed projects for a vast range of clients, including the General Medical Council, Royal British Legion, Association for Project Management, Association of Accounting Technicians, Chartered Society of Physiotherapy, Royal Society of Chemistry, LEGO Education, City & Guilds, and numerous UK HE institutions, such as the University of London and London Business School.

She holds the MRS Advanced Certificate in Market and Social Research and the APM Project Management qualification. She has a master’s in Economics from SOAS, University of London, and an undergraduate degree in Economics and Geography from Queen Mary, University of London. Alongside her role at Shift, Misha is also responsible for managing a supplementary school for primary-aged children with the organisation Civitas Schools, where she teaches supplementary maths lessons.