Elma Berisha is a social researcher, psychologist by training, data scientist by profession, with a recent research interest on cognitive semiotics. In the past decade, Elma has worked with a wide spectrum of public institutions in Malaysia and Asia Pacific, including top universities, international organisations and professional bodies. Until 2015, Elma was the Regional Manager for Consumer Research in Asia Pacific, with Frost & Sullivan. Her focus research area was on evaluation of public perceptions in Malaysia and Singapore, primarily monitoring issues of quality of life, public safety, corruption and urban development. Until 2019, Elma was General Manager for Strategy, Policy Development & Research for the Kuala Lumpur-based Asian Institute of Finance (AIF). Currently she is the lead researcher for trust research with Oxytocin Group. Elma is trained in Case Study Method of Writing in both best practices of the Harvard University and Ivey Business School. In her tenure Elma has delivered public workshops and corporate trainings on a range of topics as employee engagement, customer satisfaction, market segmentation, sampling strategies, etc. Some of Elma’s co-authored publications include ‘Gen Y: Aspirations for the ASEAN Economic Community (AEC)’ (2016), ‘Digital Banking: Measuring the Consumer Pulse in Malaysia’ (2016), ‘Redefining the Role of HR’ (2016), ‘Enhancing Digital Trust in Banking and Insurance: A Regional Perspective’ (2017), ‘Towards a Cashless Malaysia: The Stakeholders’ Perspective’ (2018), ‘E-channel Spearheading of Etiqa Motor Insurance’ (2019).